What We Do: Getting Beyond Statistics

Our approach Understanding daily life reality with micro-narratives Narratives and more specifically micro-narratives are a fundamental and ancient way by which humans interpret their experience and make decisions. SenseMaker® provides the ability to capture and understand those narratives. Through the web or app environment the software allows the capture of pictures, recordings and writing in various combinations to reflect how the respondents are making sense of the world. Reducing cognitive bias with self signification In a patented method, the respondent then interprets their own story into a series of abstract constructs (‘signifiers’) that feel more like a game than a survey, but allow profound meaning to emerge. This interpretation adds layers of meaning rather than simply interpreting the story and provides quantitative data to detect visual patterns among stories. The patterns are linked back to the original material enabling a deeper dive into individual stories. If the researcher first look for patterns in the metadata using statistical or visual tools, he or she is less likely to be biased by content and prematurely converge on an interpretation. Evidence based insights that enables action The output of SenseMaker® is statistical data backed up by explanatory narrative. This means that advocacy is an integral part of the system. Numbers on their own appear objective but are not persuasive; anecdotes on their own may be persuasive but are not objective. SenseMaker® puts the two together and provides a powerful means of persuasion. It also enables action. Instead of saying “How do we create a culture of X?” we say “How do we create more stories like this and fewer stories like that?” Then, as actions are initiated, we see the impact in real time.