Listening is a subject that we take seriously at Nobles Research. Insights come by way of listening. Without listening, it is impossible to obtain understanding. I once wrote, if a focus group took place and no one listened, did it really happen? Well, it might as well have not taken place. Yet as I work with clients, sometimes I see empty back rooms and unused FocusVision sessions.
One of the ways to get more out of the research is to listen better, to be present in the moment. It is a challenge to get team members to attend research, and even if they are there in body, it does not mean that they are present in mind. It amazes me how often people are occupied by answering emails, participating on conference calls, and schmoozing their boss while the research is taking place. However, there are ways you can encourage more listening participation among your team.