{"id":490,"date":"2016-06-21T12:04:58","date_gmt":"2016-06-21T12:04:58","guid":{"rendered":"https:\/\/insights360.com\/home\/?p=490"},"modified":"2016-09-09T03:43:31","modified_gmt":"2016-09-09T03:43:31","slug":"back-to-basics-research-cues-from-freud","status":"publish","type":"post","link":"https:\/\/insights360.com\/?p=490","title":{"rendered":"Back to Basics: Research Cues from Freud"},"content":{"rendered":"<p>At the <a title=\"Vienna Calling\" href=\"\/vienna-calling\/\" target=\"_blank\">QRCA International Conference<\/a>\u00a0in Vienna, I attended many presentations; everything from semiotics to behavioral economics. The most apropos session was about Freud&#8217;s influence on how we do research.<\/p>\n<p style=\"text-align: center;\"><a href=\"\/wp-content\/uploads\/2016\/08\/FreudCouch_withcreditcaption-300x222.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-500 aligncenter\" src=\"\/wp-content\/uploads\/2016\/08\/FreudCouch_withcreditcaption-300x222.png\" alt=\"FreudCouch_withcreditcaption\" width=\"300\" height=\"222\" \/><\/a><a href=\"https:\/\/www.google.com\/culturalinstitute\/beta\/exhibit\/d%C3%BCrfen-wir-vorstellen-sigmund-freud\/sgKyLsu4_ebbJQ?hl=de\" target=\"_blank\">The Sigmund Freud Museum created an online exhibition on Freud&#8217;s life\u00a0to commemorate his 160th birthday<\/a><\/p>\n<p>According to Peter Tolman from Jigsaw Research, Freud influenced three areas of our research methods:<\/p>\n<ul>\n<li>TALK \u2013 We allow people to speak unstructured (open, rambling), we use projective questioning that allows people to project feelings onto others and we show interest, not judgement.<\/li>\n<li>LISTEN \u2013 We observe how people talk (repetitions, hesitations, slips) and are on alert for defensiveness, projection, repression, denial and rationalization.<\/li>\n<li>THINK \u2013 People are not transparent to themselves. We listen, revisit the date of research and then pour over it for clues; we interpret the data for insights. We \u201cmake the unconscious, conscious.\u201d<\/li>\n<\/ul>\n<p>Freud reminds us\u00a0to go &#8220;back to the basics&#8221; when doing research. Let&#8217;s remember to \u201cdeeply listen\u201d and \u00a0follow the clues our respondents leave for us.<\/p>\n<p>These will lead us to a true understanding of their preferences, desires and opinions.<\/p>\n<p style=\"text-align: center;\"><a href=\"\/wp-content\/uploads\/2016\/08\/Freud-300x207.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-499\" src=\"\/wp-content\/uploads\/2016\/08\/Freud-300x207.png\" alt=\"Freud\" width=\"300\" height=\"207\" \/><\/a><\/p>\n<p>And what would a conference be without a little fun?<\/p>\n<p><a href=\"\/wp-content\/uploads\/2016\/08\/AliciaFerrisWheel-224x300.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-492 aligncenter\" src=\"\/wp-content\/uploads\/2016\/08\/AliciaFerrisWheel-224x300.png\" alt=\"AliciaFerrisWheel\" width=\"224\" height=\"300\" \/><\/a><\/p>\n<p><a href=\"\/wp-content\/uploads\/2016\/08\/AliciaTulipsVienna_withcaption-300x225.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-494 aligncenter\" src=\"\/wp-content\/uploads\/2016\/08\/AliciaTulipsVienna_withcaption-300x225.png\" alt=\"AliciaTulipsVienna_withcaption\" width=\"300\" height=\"225\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>At the QRCA International Conference\u00a0in Vienna, I attended many presentations; everything from semiotics to behavioral economics. The most apropos session was about Freud&#8217;s influence on how we do research. The Sigmund Freud Museum created an online exhibition on Freud&#8217;s life\u00a0to commemorate his 160th birthday According to Peter Tolman from Jigsaw Research, Freud influenced three areas [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-490","post","type-post","status-publish","format-standard","hentry","category-uncategorized","entry"],"_links":{"self":[{"href":"https:\/\/insights360.com\/index.php?rest_route=\/wp\/v2\/posts\/490","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/insights360.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/insights360.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/insights360.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/insights360.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=490"}],"version-history":[{"count":12,"href":"https:\/\/insights360.com\/index.php?rest_route=\/wp\/v2\/posts\/490\/revisions"}],"predecessor-version":[{"id":561,"href":"https:\/\/insights360.com\/index.php?rest_route=\/wp\/v2\/posts\/490\/revisions\/561"}],"wp:attachment":[{"href":"https:\/\/insights360.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=490"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/insights360.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=490"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/insights360.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=490"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}