Qualitative Research Consultants Association (QRCA) - QRCA Views Magazine, Winter 2020

The conundrum here is that if you ask the same questions your competitors ask, you will get the same results; yet, when writing a research brief, some clients are firmly focused on the same “big topics” of their industry, just like their competitors, or what they have always done in the past. Lack of communication across depart- ments, corporate bureaucracy, and fear of doing something out of the ordinary are all common culprits when tight research briefs hinder lateral thinking. Consequently, the research ends up answering rigid questions that may reveal just the tip of the iceberg, or worse, are irrelevant to consumers. Our company, Uservision , is a tech- based research company that builds frameworks and technologies to under- stand humans more holistically. As a new-age insight consultancy, we evange- lize “human-centered research,” an approach promoting empathy by under- standing people’s context, perceptions, and needs. To that end, instead of solely asking questions focused on a certain topic, we ask questions surrounding the topic. We detect motifs around the topic and try to understand the relationship between recognized motifs, even if they may seem irrelevant to the original research question. Just like a spiral, we get closer to the core research question, layer by layer, diving deeper into the life of a consumer. By Batukhan Taluy n General Manager, Uservision n Istanbul, Turkey n batukhan@user.vision C ompanies frequently conduct brand research to find an edge in already crowded, innova- tive industries. This is one of the most provocative challenges for research to help solve. HUMAN-CENTERED RESEARCH BEYOND BUZZWORDS 52 QRCA VIEWS WINTER 2020 www.qrca.org n GLOBAL n