The Role of Technology in Transforming Hearts and Minds

x Sponsored content on Research Live and in Impact magazine is editorially independent.
Find out more about advertising and sponsorship.

Not only does technology make us feel connected but it also often aids decision making. It enables us to filter the copious amounts of information that is produced daily and form logical conclusions on which to base opinions. Although we often think we are logical in our decision making, we do, in fact, make many decisions in life based on emotion. We then tend to look to the logic to provide the supporting evidence of our emotional decisions.

With so much information for individuals to absorb at this time in particular, data needs to be clear, concise and easy to understand. That’s the price of entry just to be remembered. This is true of all areas of life. But market researchers feel this pressure most than most. As advocates of data and knowledge, researchers still compete with the ever-increasing sources of information that businesses have access to. We must, therefore, look at innovative ways to report data to ensure it heightens emotions to become even more memorable.

Data collection methods, spurred on by technological innovation are continuing to push the boundaries of the way we work. And increasingly sophisticated systems are opening up new analyses.  Just take smartphones as a prime example. Consider how dramatically different the research landscape is today because of this single device. Mobile first surveys, push notifications, geo-fencing, live video diaries. Qual, quant, collection and analysis have all benefited from the proliferation of this modern marvel.

But one area of the research process that has always struggled to benefit from technological advancement is reporting. We are still stuck in an age where creative reporting is limited to dashboards, infographics and video. But are these enough to rise to the challenges of the modern enterprise? And do they really offer the emotional resonance we need to capture and retain the attention of decision makers. Most importantly; can our current reporting methods appeal to hearts and minds?

We need technology. And we capacity to create new forms of engagement is welcome. But when it comes to insight activation, it is creativity and strategy that can take the reins. Instead of asking what the technology at our disposal can do, we must shift to instead ask how best to engage our audience. Then choose and apply the right tools to bring that vision to life. It takes vision, ambition and willpower to make an impact – and that is what we must strive for.

At FlexMR, we’ve applied this exact thought process to a series of creative experiments that resulted in the development of our Insight as Art project. This is a classic example of how abstract thinking can lead to more memorable, more impactful insight. It started from an idea to push the boundaries of creative reporting and grew into a project which more than 30+ consumer brands from across the globe took part in. By representing qualitative insight as unique works of art, the team have forced audiences to interact and engage with not just the data itself, but the emotion and feeling behind it – connecting and resonating on a human level.

While it may seem as though a project like this has little need for technology, the opposite is true. As each artwork was developed, our creative team had lengthy discussions about how best to create it. It’s true that some, such as oil paintings or charcoal drawings, did not require much computer power. But others, including digital illustrations, three dimensional renders and typographic works, could only be made possible through inventive technological tools. Importantly, however, the choice of tool was led by the medium. This is the role of technology in insights reporting; to bring creative visions to life.

So, how can you follow suit and develop creative methods of insights reporting that are remembered, discussed and dissected long after an initial debrief?

First, ensure all internal stakeholders are on board and wish to work cohesively to deliver memorable, succinct insight. Secondly, use technology to your advantage in collection and analysis of data. We are able to collect qual and quant at a massive scale and apply smart analysis to tease out important points. This is where technology really shines, so use it to its fullest.

Third, get creative people on board to help present to make your insight stand out from the crowd. Perhaps even speak to UX researchers to supplement your data with an anthropological view. Think outside the box; video and image reporting are already on the rise. Maybe music, drama or art or poetry could be next. You need to innovate to stay ahead of the game. Here, technology can support your creativity – but should not lead it. And, last but not least, experiment on the fringes of possibility. While not every report or project requires a creative approach, take liberties where possible and always seek opportunities to try something new.

By Dr Katharine Johnson, FlexMR Client Success Manager