Author Archives: Bruce Winning

Do You Really Need a Local Moderator? Pros and Cons

When you are doing multi-country qualitative research in other English-speaking countries, you need to decide if you want to use a local moderator or have the home-country moderator do the work.
As a Canadian-based researcher, I am often asked for referrals by researchers based in the UK or USA who are planning to travel here to conduct the research. Or they may be planning to do the research online from their home location.
There are pros and cons to both approaches. Here’s our take on the issue.

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Co-creation: Sharing Feedback, Honest Communication

It’s my firm belief that co-creation is only happening when there is a genuine feedback loop, not just one-way communication. I’m seeing a lot more evidence of this lately.
Recently the company who provides me with a hosted exchange service sent me a survey – and used the the first page to tell users what actions they have taken to improve service since the prior survey.
It is so startling to actually have a small business tell you these things, that it is noteworthy!

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Getting Defensive: Something That Doesn’t Work Well With Customers or Ideas

It seems that all of our news is dominated these days by partisan politics and scandal. For all of us students of human behavior, we’re getting a real education!
What I am noticing is – the more pressure these folks are under, the worse their behavior becomes. The inclination is to stonewall, to defend, to deny, to attack the persecutors. Poorly thought out announcements are made; managers/leaders who disagree are dismissed.
The irony is, these behaviors are almost exactly the wrong thing.

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The Power of Small Numbers: N=1 Insights

I’m a big believer in the power of insights. Insights come from stories, anecdotes, observations. You might later need to verify or deepen that ah-ha moment. But the individual incident is still important.

When I managed sales people way back in the last century, there was a great saying I learned: “If you see it once, it’s a pattern.”

It’s challenging for us to change our behavior “just once” – it’s more likely that you have stumbled into a pattern worth investigating.

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