What is Talking Human? – Changing perspectives to generate new insights

Written by

The Hook Team

Published on

November 17, 2016
Time to read: 2 minutes
Talking Human - Hook Research

The most meaningful insights about culture, life and the brands/products that matter come when people are Talking Human i.e. when they’re engaging in passionate dialogues about the things they care about – giving us, as researchers, brief glimpses into the weird and wonderful hidden worlds that they inhabit and understand.

It is this Talking Human spirit that we try to capture in each insight we produce at Hook Research – a dialogic process that allows us to tap into the passions of your brand’s audiences and uncover the authentic insights within. In practice, we do this by: keeping consumers at the heart of our work; talking to audiences in a respectful, engaging way; and creating real conversations that deliver actionable insights for our clients.

So what benefit can Talking Human have for your next research project?

Keeping consumers at the heart of our work

While each piece of work we produce at Hook is bespoke per the requirements of each research brief, there is one thing that remains the same throughout each project: a distinct focus on your consumer. Our unique 4D Methodology gives us the tools to capture the full range of audience opinions and behaviours around our clients’ research queries – at the same time ensuring that an emphasis on the consumer remains at the centre of every insight we uncover.

Talking to audiences in a respectful, engaging way

Many of us at Hook have spent a great deal of time in teaching, mentoring, and counselling. The skills that we developed in these roles (particularly the way we engage with and learn from different people) have strongly shaped the way we approach our research – ensuring that we not only bring curiosity to each conversation with consumers, but a great deal of empathy as well.

Talking Human - Hook Research

Creating real conversations that deliver actionable insights

As researchers, we need to be having frank conversations with respondents, as these honest dialogues help bring new perspectives to bear on important research queries.

If Brexit and the American election has shown us anything it’s that even with all this information at our fingertips, we are often uninformed about what many others are thinking and feeling. Real dialogue can generate fresh interactions that question paradigms and reveal new ways of thinking about industries, brands, and consumers – and which ultimately help us deliver powerful, actionable discoveries for our clients.

How can Talking Human transform your next piece of research?

Adopting this ‘Talking Human’ ethos has allowed us at Hook to create authentic, passionate dialogues with consumers that reveal new and exciting insights into the brands they love, the products they buy, and the media they consume. If you want to learn a bit more about the process – or learn more about how we’ve rolled this practice out to our clients – please don’t hesitate to get in touch!

RECENT POSTS

Kung Fu Panda: The Ultimate Heros Journey

It’s been sixteen years since Kung Fu Panda initially graced our screens. Three films and three series have already been released, and with another film due out in March, it’s showing no signs of slowing down. Sixteen years of a franchise is impressive, especially...

Chicken Run: Dawn Of The Nugget

Three take-outs from Hook It’s been 23 years since Aardman released its first feature film Chicken Run. It remains the highest grossing stop-motion film of all time. The original Chicken Run mimicked The Great Escape, with a flock of chickens led by Ginger (Julia...

Trailblazing Trolls: Their Journey to 2023

DreamWorks Animations recently launched a third film in the Trolls franchise Trolls Band Together (2023)! Today’s star-studded Trolls have come a long way from their humble beginnings in 1950s Denmark. Which begs the question, how have Trolls managed to evolve and...

You should probably settle….

It’s Autumn which only means one thing – Married At First Sight (MAFS) UK on E4. Whilst undeniably entertaining, MAFS crystallises a point about dating and life made by Oliver Burkeman in his book Four Thousand Weeks. That point is that people should be more...

Spider-Man: The Ultimate Origin Story

In the vast universe of superheroes, one name stands out as an emblem of relatability, resilience, and redemptive power: Spider-Man. So, it makes sense that he's the cultural phenomenon we have chosen as this months Hook Top Trump! Since 1962, Peter Parker’s everyman...

A new era of Big Brother

When Big Brother launched last century it was totally new and authentic. Contestants had no idea that Big Brother would pull in huge audiences, and acted accordingly: some contestants were comfortingly humdrum feeding chickens and reading books; and some, like Nasty...

More posts in this category

get a digest of our latest thoughts delivered to your inbox

Don't Miss Out!
Each month, Hook's experts create a roundup of hot takes and insights into the Kids and Media industries...for free!
This information will never be shared with third parties