Qcast - Patterns in the Noise: Decoding Cognitive Context

In this thought-provoking talk, Indi will explore three paradigm-shifting reversals that challenge conventional wisdom in user research and cognitive understanding. By flipping the script, we uncover powerful new ways to gain deeper insights into people's thought processes and decision-making patterns.

The emphasis is the overarching goal of understanding others' cognitive contexts is the move toward creating variety.  This is necessary to create solutions that support a broader array of thinking styles. We can see the variety and do so in a way that resists our cognitive bias by showing mental modal skylines and thinking styles to our stakeholders. Attendees will leave with a fresh perspective on qualitative research through exploration of the following concepts:

1. Frame by Intent, Not Solutions

 Indi will delve into the importance of focusing on people's underlying purposes and intentions rather than jumping to organizational solutions. This approach allows for a more holistic understanding of user needs and motivations.

2. Listen for Interior Cognition

Indi will introduce the power of memory-mode listening, where we tune into people's internal thought processes without imposing our own agenda. This technique reveals rich, unfiltered insights that might otherwise remain hidden.

3. Recognize Patterns Through Focus of Mental Attention

Indi will show us how to identify emergent patterns by grouping qualitative data based on people's focus of mental attention, moving beyond traditional categorization methods like noun tagging or feature listing.