This is from a talk at the Asia Research Magazine breakfast seminar in September 2012. There is a written version at http://www.inspectorinsight.com/insight/answers-without-questions/

1. ANSWERS WITHOUT
QUESTIONS

2. Challenges for question and
answer approaches
• System 1 vs System 2
• Framing the right context
• Questions change answers

3. “We are to thinking as cats are
to swimming, we can do it if
we have to.”
Daniel Kahneman

5. System 1 vs System 2
• Multiple systems • Single system
• On-line pattern detection • After the fact (check &
• Here and now balance)
• Automatic (fast, • Taking the long view
unintentional, uncontrollable, • Controlled (slow, intentional,
efficient, intuitive) cognitive, energy sapping)
• Rigid • Flexible
• Implicit • Explicit
• Sensitive to negative • Sensitive to positive
information information
• Hard working • Lazy
• Easy problems • Hard problems

6. Fundamental attribution error

7. Diving deep into memory

8. The context of drinking

9. Questions in the right order?

10. The rating problem
Asking for explanations changes preferences

11. Asking for descriptions degrades memory

12. (Not Quite) Total Recall
1. Expert knowledge
2. Original context
3. Free recall
…. lead to more accurate responses

13. Ideas for research

14. Experimentation
• Behavioural data (direct and indirect)
• Designed experiments
• Split testing

15. Designed to provide answers
6.1 Increased levels of
liking
5.5 6.7
Colour
5.9
6.4 6.4
6.1
5.1
5.5
5.2 5.5 5.8
Thickness

17. Non-verbal research
• Images and metaphors
• Recognition vs recall
• Implicit testing

18. Any pattern?

20. “Power corrupts. PowerPoint
corrupts absolutely.”
Edward Tufte

21. "The
point
of
a
story
can
penetrate
far
deeper
than
the
point
of
any
bullet."
-­‐
LAWRENCE
NAULT

22. Storytelling
• Semiotics and cultural analysis
• Deeper conversations through story
• Using archetypal frameworks

23. Explorer
V i si o n a
ry

24. Answers without (too many)
questions
• Experimentation & analytics
• Non-verbal research
• Storytelling

25. www.tapestryworks.asia