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ANSWERS WITHOUT QUESTIONS

Answers without questions

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This is from a talk at the Asia Research Magazine breakfast seminar in September 2012. There is a written version at http://www.inspectorinsight.com/insight/answers-without-questions/

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Page 1: Answers without questions

ANSWERS WITHOUT QUESTIONS

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Challenges for question and answer approaches

•  System 1 vs System 2

•  Framing the right context

•  Questions change answers

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“We are to thinking as cats are to swimming, we can do it if we have to.”

Daniel Kahneman

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System 1 vs System 2 •  Multiple systems •  On-line pattern detection •  Here and now •  Automatic (fast,

unintentional, uncontrollable, efficient, intuitive)

•  Rigid •  Implicit •  Sensitive to negative

information •  Hard working •  Easy problems

•  Single system •  After the fact (check &

balance) •  Taking the long view •  Controlled (slow, intentional,

cognitive, energy sapping) •  Flexible •  Explicit •  Sensitive to positive

information •  Lazy •  Hard problems

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Fundamental attribution error

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Diving deep into memory

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The context of drinking

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Questions in the right order?

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The rating problem Asking for explanations changes preferences

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Asking for descriptions degrades memory

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(Not Quite) Total Recall

1.  Expert knowledge

2.  Original context

3.  Free recall

…. lead to more accurate responses

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Ideas for research

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Experimentation

•  Behavioural data (direct and indirect)

•  Designed experiments

•  Split testing

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Designed to provide answers

Colour

Thickness

5.5

5.1

5.9

5.5

6.1

6.4

Increased levels of liking

6.7

6.4

6.1

5.8 5.2 5.5

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Non-verbal research

•  Images and metaphors

•  Recognition vs recall

•  Implicit testing

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Any pattern?

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“Power corrupts. PowerPoint corrupts absolutely.”

Edward Tufte

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"The  point  of  a  story  can  penetrate    far  deeper  than  the  point  of  any  bullet."    -­‐  LAWRENCE  NAULT  

"The  point  of  a  story  can  penetrate    far  deeper  than  the  point  of  any  bullet."    -­‐  LAWRENCE  NAULT  

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Storytelling

•  Semiotics and cultural analysis

•  Deeper conversations through story

•  Using archetypal frameworks

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Explorer  

Visionary  

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Answers without (too many) questions

•  Experimentation & analytics

•  Non-verbal research

•  Storytelling

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