“When people talk, listen completely. Don’t be thinking what you’re going to say. Most people never listen. Nor do they observe. You should be able to go into a room and when you come out, know everything that you saw there and not only that. If that room gave you any feeling you should know exactly what it was that gave you that feeling. Try that for practice.” — Ernest Hemingway
While Hemingway intended this advice for aspiring writers, the notion has direct applications for researchers as well – particularly when it comes to qualitative. Afterall, the ability to listen and observe more completely leads to the type of compelling consumer narratives that evoke emotion, persuade others, and earn the right to be shared. To get there, though, one needs the right research method to facilitate productive listening, coupled with best practices for taking in information in the field and a thorough understanding of how to translate the findings into impactful and contagious stories.
To learn more, view the full article in Quirks: Hear, here: Listening well for great research stories