Understanding why

Our debriefs always provide a clear story and clear recommendations for the way ahead. 

To achieve this, we work to understand why the communication has or hasn’t been noticed. And why it has or hasn’t triggered a positive response.

We do ask why, but asking why elicits only explicit responses. 

So, during qualitative fieldwork, we also listen, watch and use various techniques to explore the implicit.

And, when designing quantitaitve questionnaires, we can incorporate an implicit module adapted from the well validated Implicit Association Test.

Our aim is to understand why with and without asking why.

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