How to do research: start with yourself
We’ve all heard the phrase “so and so conducted a focus-group-of-one”, which means the person in question is projecting his or her feelings toward a product, service or situation onto the rest of us. This is not a good practice for obvious reasons, but I do think studying oneself can increase our understanding of why we do the things we do.
Instead of conducting a focus group of one, I suggest we observe ourselves as if we were a different person. Watch yourself, listen to yourself. Attempt to understand why you react the way you do to various ads, products, and service experiences. Don’ judge your reaction, just observe. Why did you have a negative experience to that new GM ad? Why do you feverishly desire the latest Apple product? Why did that hotel employee make you happy and content?
Understanding the answers to these questions will help you understand the reasons why other people have similar or dissimilar reactions to the same experience. As a bonus, try thinking about how some people actually like the GM ad or presidential candidate that you despise. Understanding the other argument will only strengthen your own, and increase your general understanding of the entire situation.
So go ahead, observe yourself. Listen to yourself. Understand yourself. I’m an advocate of this type of “focus-group-of-one”.
