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Sense-making – a challenge to behavioural insights
Sense-making is a new approach to gaining meaningful behavioural insights. Susan Bell is one of the few researchers around the world exploring its benefits for market and social research. Sense-making offers a holistic future-oriented perspective on ‘how people make sense of their experiences’. By drawing on a cohesive framework or model which includes perception, emotion, cognition and culture, sense-making goes beyond what we already know from behavioural economics about how our minds work. It also goes beyond much customer journey research by bringing the underlying ‘experience’ to the fore. Sense-making is also forward-looking – a key sense-making insight is that how people make sense of their experiences predicts how they will behave in this situation next time. In this webinar, Suzanne Burdon will interview Sue Bell about how to use ‘sense-making’ in research and why Sue thinks that sense-making is a challenge to our current understanding of behavioural Insights.