I love projects that aim to create a complete picture by including multiple viewpoints. Late last year, I spoke with homeowners and building professionals to explore reactions to naming ideas for a new building product. I have just completed interviews with healthcare professionals, patients, and family members about managing a chronic health issue. Analysis is harder with multi-perspective research, but the payoffs can be great.
Research that includes multiple perspectives can yield important guidance:
where sticking points exist in the important relationships surrounding use of a product or service
what opportunities exist to leverage the relationship web to strengthen the position of the product or service
how to name, message, and promote in ways that can potentially reach multiple important players
A few years back I led a study with terminally ill cancer patients, which - to be honest - remains one of the most powerful studies of my career. These individuals had been diagnosed with a rare cancer linked to a specific gene mutation, and the maker of a new treatment wanted to understand the patient’s experience and outlook. We included a small number of caregivers in the study as well - family members who had primary responsibility for interfacing with medical staff and for making life comfortable for the patient. Ultimately the research helped us articulate how the patient’s life had been changed by this rare cancer; but it also uncovered the caregiver’s heavy emotional and practical burden. This unexpected insight informed the client’s approach to building support structures for patients and their families.
When I was an American Studies major in college applying for a semester in London, I made the point that seeing our country and its literature from a distance would give me an important perspective that I could not have if I looked only from within. As a current client would say: open the aperture. You’ll really see so much more.
What questions are you pondering? Whose opinions will help you find answers? Let’s work together and uncover unexpected solutions.