THOUGHTPATH BEHIND THE METHOD TO OUR MADNESS
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THOUGHTPATH™ OUR PHILOSOPHY. Motivations and behaviors are difficult to recall and articulate. The decisions we make are complex, made within the framework of numerous internal and external influences. Consumer intimacy-sparking insight necessitates a thoughtful approach – one that allows us to suspend assumptions, spark engagement, foster rapport, hone in on what’s relevant, aid with recall, and sequence questions to align with how people naturally think. Our approach is ThoughtPath. Constructed using select elements from cognitive psychology – perception, experience and identity – and the cumulative learnings from our countless consumer conversations, ThoughtPath provides the framework for everything we do. It’s our guide to crafting smarter, more engaging questions and the lens we use to analyze consumer dialogue. Because at the end of the day, our clients aren’t satisfied with being informed. They want to know what’s relevant, understand how their brand and products fit in customers’ lives, speak their language, and be attuned to influences and inferences.
WHAT DIFFERENCE DOES IT MAKE? In order to show you how ThoughtPath works, and the differences that it makes for our clients, we did a side by side comparison of the level of insight from our approach as compared to a more traditional qualitative approach. We created a conversation guide to gauge consumers’ perceptions of feminism, had an outside source do the same for the alternate guide, and set out with the goal of understanding what the differences in learnings would be between the two approaches. We conducted N=40 online conversations, averaging 23 minutes each. THE FINDINGS Read on to see what we discovered in terms of the value of ThoughtPath as well as the differing level of insight between the conversations guided by ThoughtPath and those that were not.
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THE VALUE OF THOUGHTPATH ThoughtPath conversations are structured in such a way to mirror how respondents naturally think about topics. In this study, as with others we conduct, this leads to:
Male, Baby Boomer
LESS CONFUSION: When respondents are clear on what is being asked of them, they are able to give more insightful answers effortlessly and efficiently.
MORE FOCUSED DISCUSSION: ThoughtPath conversations get to the heart of client’s objectives and better stay on topic.
MORE DIFFERENTIATED ANSWERS TO QUESTIONS: If you ask several questions about a topic, you’re bound to get similar answers to some of them. However, when you ask them in a way that aligns with consumers’ natural thought processes, you get more varied responses that build on one another. DEEPER LAYERS OF INSIGHT: The sequence of questions drives respondents to think more deeply about a topic without it being too overwhelming.
MORE DETAILS: The questions we ask unearth what is most relevant to respondents, thus making it easier for respondents to divulge more information.
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THOUGHTPATH IN ACTION:
LESS CONFUSION Respondents often asked for clarification or stated their confusion when responding to the Non-ThoughtPath questions. This was not the case with the ThoughtPath conversations, as respondents were led through the conversation in a way that aligns with how they naturally think and converse. The outcome is greater clarity and a conversation that builds upon itself.
THOUGHTPATH MODERATOR: Tell me about a time where you have experienced or witnessed gender inequality. GUEST: I cannot think of a specific instance right now, but it happens everyday. You see men making more money, in more positions of power, less women in politics…It bothers me. I have a mom and a sister and I feel like we need more women in positions of power. They can bring a lot to the table that men cannot. -- Male, 18-24
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NON-THOUGHTPATH MODERATOR: What do you consider to be the most pressing gender inequality issues we are facing today? What makes you say that? GUEST: Don't know how to answer that question…Marriage maybe. -- Female, 35-44
MODERATOR: Who are feminists? GUEST: Do you mean actual examples or who they are in general? – Male, 45-54
THOUGHTPATH IN ACTION:
MORE FOCUSED DISCUSSION Due to confusion and misinterpretation of questions, the Non-ThoughtPath dialogue included tangential discussions about less relevant issues. For example, when assessing the most pressing gender inequality issues, Non-ThoughtPath respondents brought up more unrelated issues such as same-sex marriage, physical/biological differences between the Male, Baby Boomer sexes, racial differences, and rap music’s depiction of women. While the ThoughtPath discussion encouraged elaboration, comments were closely tied to the issue at hand.
THOUGHTPATH MODERATOR: Tell me about a time where you have experienced or witnessed gender inequality. GUEST: A man was chosen over me for a delivery driver position…I was young, it was my first real experience dealing with being a female, and it was unpleasant…The manager of the store was not very nice about it and the man seemed to rub it in my face that he ‘won’ over me…The manager later told me that it was because I am a female and he has more to worry more if he let me represent the store than the man. – Female, 18-24
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NON-THOUGHTPATH MODERATOR: What do you consider to be the most pressing gender inequality issues we are facing today? What makes you say that? GUEST: That people cannot get married and now the people in Indiana do not have to serve gays. It is insane no one should not be served or help because of who they love. -- Female, 45-54
THOUGHTPATH IN ACTION:
MORE DIFFERENTIATED ANSWERS Questions that don’t align with consumers’ natural thought process and foster a logical flow of conversation also lead respondents to answer different questions in a similar manner, as they aren’t sure exactly what’s being asked of them. During the Non-ThoughtPath chats, respondents gave similar answers to all of the feminism questions meaning less insight in Male, Baby Boomer the same time frame as the ThoughtPath conversations.
THOUGHTPATH MODERATOR: How do you think society would describe a typical feminist? GUEST: A women who advocates for their rights, who will stand up for women and their equality. Some people can't tolerate this, but that is wrong. MODERATOR: What makes you say that some people can't tolerate this? GUEST: I feel like in America we are still behind in this area. There are still a lot of men that try to be "macho" and think men should run the house…I mean there are political parties that want to ban birth control and won't give women equal pay. MODERATOR: Do you consider yourself a feminist? Please explain. GUEST: I think so. I have gone to a variety of conferences talking about trying to get women involved more in society. --Male, 18-24 PAGE 6
NON-THOUGHTPATH MODERATOR: What have you seen or heard that has helped you form your opinions on feminism? GUEST: Feminists are people that strive for equality, and women that do not want to be treated unfairly by men. I think this is pretty accurate. We should all be equal. MODERATOR: Taking that further, who are feminists? GUEST: Feminists would be women that strive for equality to support the rights of women. A feminist would be any woman that does this. --Female, 35-44
THOUGHTPATH IN ACTION:
DEEPER LAYERS OF INSIGHT ThoughtPath asks questions in a sequence to dig into different layers of respondents’ opinions. By first asking how society would define a feminist, then how their personal definition differs, and finally asking whether they consider themselves to be a feminist, we uncover varying levels of thought we didn’t get with the Non-ThoughtPath chats. Male, Baby Boomer Furthermore, not every respondent is able to articulate their feelings on a specific topic, but when we layer the questions this way, it allows respondents to elaborate more.
THOUGHTPATH MODERATOR: How do you think society would describe a typical feminist? GUEST: Anyone female or male that speaks too loudly or does too much for gender equality and are basically disliked as a whole and I don't understand that either MODERATOR: How do your views differ from those of society? GUEST: My view is females can do as well or sometimes better than males in our society in ALL areas. I do not think "feminist" is a "bad word" as many do. MODERATOR: How would you define being a feminist...does it differ at all from what you just said? GUEST: Now that you mentioned it and I see what I've written, it differs not at all. So, looks like I'm a "feminist" which is cool to me. --Female, 55-64 PAGE 7
NON-THOUGHTPATH MODERATOR: I’m curious if you can tell me what your thoughts are on feminism? What do you think of it? GUEST: I, myself, am not a big fan of feminism. I believe it creates a divide between men and women. I believe in women being equal to men, but do not believe that this creates a constructive environment. It puts each side on the defensive. MODERATOR: Who are feminists? GUEST: Women, or men, who are for the empowerment of women. The equal treatment of women. --Male, 25-34
THOUGHTPATH IN ACTION:
MORE DETAILS Tying questions as much as possible to respondents’ lives makes it easier for them to answer and give more depth. For example, asking respondents who in their lives they consider to be a strong woman, rather than asking who would be a good feminist champion, was easier to answer in detail as it is based on someone they personally know.
THOUGHTPATH MODERATOR: Describe for me the strongest woman you know. What does she do, what makes her strong in your opinion, etc.? GUEST: My mother is stronger than she realizes! She left the small town she grew up in to attend nursing school back in the 1950's. After she and my dad split up, she worked full time, kept the house going and took care of 3 children. While doing this, she attended college for the first time - and earned both a Associate and Bachelor's Degrees. She helped develop a patient education program where she worked. --Female, 55-64 PAGE 8
NON-THOUGHTPATH MODERATOR: Who do you think would be a good ‘champion’ for feminism? GUEST: I think Hillary Clinton would make a good leader of Feminism MODERATOR: Why would Hillary make a good champion for feminism? GUEST: Because I think she believes in equal rights for woman and also shows that in her leadership. --Male, 55-64
THOUGHTPATH IN ACTION:
RICHER INSIGHTS THOUGHTPATH
NON-THOUGHTPATH BIGGEST ISSUE RELATED TO GENDER
ThoughtPath resulted in less confusion and more focused discussion Workplace inequality, specifically pay and assumptions of ers capabilities, is the most witnessed/experienced issue. Consumers feel that society is negatively biased towards feminists who actively work to resolve workplace inequality.
Wage inequality is the most pressing issue regarding gender inequality, however a few were confused and unsure of how to answer. A couple others mentioned same-sex marriage as a pressing issue •regarding inequality (misinterpreting the question). Wagegender inequality is the most pressing issue regarding
gender inequality, however a few were confused and didn’t PERCEPTIONS OF FEMINISM
know how to answer. A couple others mentioned same-sex ThoughtPath resulted in less confusion and more differentiated feedback marriage as being a pressing issue regarding gender Most agree with the ideas behind the feminist movement, but feel Consumersinequality feel feminists take too far, evenofif the theyquestion). personally (which is athings misinterpretation feminists are too pushy and outspoken to be taken seriously. The agree• with Consumers gender equality. Women feel more positively towards feel feminists take things too far, even if they negative stereotype towards feminists causes most respondents feminists aspersonally they valueagree the equal treatment of women. Menfeel on more the with gender equality. Women to not consider themselves to be one. Men feel they wouldn’t be other hand positively weren’t sure how do define as a feminist simply towards feminists they areorseen as didn’t those care who welcomed by feminists if they were to fight for these issues. enough about the topic to describe a feminist. care about the equal treatment of women. Men on the other hand weren’t sure how do define a feminist or simply PARTICIPATION IN FEMINISM didn’t care enough about the topic to describe a feminist. ThoughtPath resulted in deeper layers of insight • The majority don’t participate in feminist activities, even if they actually are already doing so. Respondents feelactually you If society focused on the term “female empowerment” rather than The majority don’t participate in feminist activities, even if they go Respondents to a rally or protest to participate “feminism”, more may take ownership over the cause as the term are alreadyhave doingtoso. feel you have to go and to a simply rally or posting something onposting Facebook about the isn’t about is more positive overall. The distinction between the terms isn’t protest to participate and simply something ontopic Facebook considered a feminist activity. Several men have no no desire uniform; some feel it’s the group level vs. a personal level, while the topic isn’t considered a feminist activity. Several men have to participate things to worry about. others feel it’s about beliefs vs. a movement. desire to participate and and havehave otherother things to worry about. • Political figures and celebrities are seen as ideal FEMINIST ROLE MODEL champions of feminism. The most mentioned was Hillary ThoughtPath resulted in more detailsbecause of her political career and aspirations. Clinton Men and werecelebrities less likelyare to think champion. Feminism would likely be more widely applauded if people Political figures seenof asaideal champions of understood that anyone can be a feminist; a feminist doesn’t need to fulfill the stereotype of an outspoken activist. Moms were noted as the strongest woman respondents know because they often do it all, from raising kids while working, while dealing with PAGE 9 etc. Men also mention their grandmas and wives. illness,
feminism. The most mentioned was Hillary Clinton because of her political career and aspirations. Men were less likely to think of a champion.
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