B.A.Hons (Sociology); LTCL (Effective Communication); QPMR. Suzanne has held senior positions in research, marketing and planning in Australia and the UK, for such companies as Kimberly Clark, Leo Burnett, ATV, and as CEO of Criteria Research. Suzanne has experience across many business areas including banking and insurance, publishing, libraries, FMCG, tourism, transport, education and the arts. Her skills, training and broad experience as a moderator and interviewer enable her to obtain great depth and understanding of the issues being explored. Her focus with any type of study is on results that can be used effectively in strategic planning, creative or product development.
She is a full member of the AMSRS, past Chair of the Independent Researchers Group, and a past committee member of the NSW AMSRS. She has presented twice at the AMSRS Conference and has also presented at the NewMR Festival, and the NewMR ‘New but not Tech’ webinar. Suzanne is a published author, and a member of the Board of the Australian Society of Authors.
Co-Presenters: Susan Bell
Sensemaking for exploratory qualitative research People have a drive to make sense of their experiences. The process they use to make sense of these experiences is called ‘sensemaking’. This presentation shows how qualitative researchers can use sensemaking when conducting exploratory qualitative research. The concept of sensemaking comes to research from diverse sources including information science, organisational psychology, cognitive psychology and behavioural economics. We have distilled this work into a Framework called ‘SENSE’ which can be used for research projects. One of the potential research applications for sensemaking is in exploratory qualitative research. In this context, exploratory qualitative research is the research method used to understand how a market or category ‘works’ – What motivates people to buy the product or use the service? How do users perceive brand differences? What opportunities are there? The presentation will include a small scale case study into retirement planning. It will focus on how pre-retirees ‘make sense’ of their experiences as they consider retirement. The case study will illustrate the value of the sensemaking concept for research, and provide a practical overview of how to conduct similar research.