What’s Distinctive About Resonance?
A resonant sound is deep, clear and strong. When you resonate with someone, you can hear them clearly and strongly. You’ve recognized something with special meaning and personal importance. You find yourself almost vibrating in sympathy, like a string with a harmonic. It’s not a logical choice from your brain, it’s something you feel in your heart. It springs from your instincts and your intuition. It’s passion you’re feeling – which makes you believe and want to act.
We named our toolkit Resonance because it captures our mission and the work we do every day. It’s become our brand. We help people express their feelings, then we listen hard to find the most passionate likes and dislikes – their hot buttons and turnoffs. We listen for what usually goes unspoken. We look closely at how their emotions interact with their rational minds to make decisions and choose behaviors.
I love doing this work. It’s like eavesdropping on a whispered conversation about true feelings. Like a voyeur (an empathic voyeur!), with one foot in neuroscience and the other in behavioral economics. For some of my clients, it opens a treasure chest and lets them hear and discover truly new things. They become devotees, never again looking the same way at conventional surveys and interviews and focus groups.
To do this consistently and at a high level requires “reinventing the survey:”
- Ask new and different questions, giving equal time to messy feelings as to rational logical thoughts.
- Design exercises that are like an empathetic conversation – allowing people to be candid about their various feelings and then to retrace the reasons behind them.
- Focus on whole experiences instead of all the bits and pieces that make them up, allowing people to find what’s most important to them.
- Let people use their own words and their authentic voices to name their feelings and the reasons behind them.
- Take care to insure complete privacy and anonymity, so it’s safe to tell it like it is.
- Mix open- and closed-end questions.
- Utilize simple scales for salience of feelings, and well-validated categories for people to standardize their vernacular words. (Increasingly we use non-verbal categories, such as different facial expressions.)
- Normalize people’s emotions with simple baseline questions and proprietary algorithms – find and measure the most important stuff completely indirectly.
Intrigued? Skeptical? For the next chapter, please stay tuned to this channel. (Maybe you’ll resonate to this?!)