All solutions have cracks. Find yours.
Group by group, you have an opportunity to provide more value to people. But most orgs have no way to see who is being missed, cognitively, emotionally, and in terms of their personal rules.
Recognize who is missing, with Data Science That Listens.
And then get to work. Support a wider diversity of user needs. Discover an even larger audience, or serve your existing audience with a more personal experience.
How It Can Work
A VP from a streaming company reveals his cognitive bias during a presentation. Watch how we can fix the mistake, and hopefully help teams and leaders build more awareness of human cognitive variety.
How It Has Worked
See how many types of orgs have recognized the diversity within their audiences.
Post for 2022 IA Summit
Objective:
Introduce attendees to the idea of thinking styles, separate from characters (personas), based on people’s interior cognition as they address a purpose. The team created a poster based on the Healthwise team’s study about people losing weight.
Outcome:
Team members hosted the poster during the 2022 IA Summit poster segment of the day, chatting with attendees who dropped by, helping them see the possibilities of understanding people through the lens of cognition.
Understanding Employee Attrition
Objective:
How do we support our employees through rocky times so they can be confident & productive?
Outcome:
Expanded diversity of thought within the Human Resources department during a challenging time (end of pandemic plus layoffs).
Considering College
Objective:
To increase enrollment and ensure that college is an option for everyone, the admin department wanted to better understand what to speak to. They wanted to understand what goes through people’s minds as they pursue college from difficult circumstances, especially within a low-income bracket.
Outcome:
Two thinking styles resulted from the project that helped admin see how to differently propose marketing and programs for each group. The skyline helped guide the efforts over the years.
Air Travel
Objective:
The VP of the digital group already understood the value of problem space research. It was a lucky situation. At her behest, we conducted 8 different studies over 18 months. Collectively we listened to 100 passengers to hear their inner thinking as they pursued different purposes.
Outcome:
Except the situation didn’t last. The airline got bought by another airline, and leadership were interested in keeping the planes safe from potential crashes, reducing complaints, keeping passengers loyal by offering perks to those who qualified, and selling more tickets and packages to offset their costs. The purchasing airline had a strong marketing division that understood passengers by the amount of money they spent and frequency of travel. One strong finding from our research was that the "Be Productive" thinking style could expand the old "business traveler" persona, but the people in power were not interested in change. Their metrics were fine. In a year, the VP left the company, followed by most of the team members.
