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!


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