[ Greatest Hits ] The Lost Art of Listening with Katrina Noelle, President of KNow Research & Co-Founder of Scoot Insights
January 27, 2023
In this greatest hits episode of Getting to Aha!, Darshan Mehta is joined by Katrina Noelle, President of KNow Research & Co-Founder of Scoot Insights. They talk about Katrina’s aha! moment, her insights, the difference between realizations, hard moments, and insights to her. She also recounts her journey into the world of qualitative insights and key turning points in her career. Furthermore, they touch on her identity as “a human feedback loop” and the adaptation of a qualitative versus quantitative approach to market research. She clears up common misconceptions about qualitative research, speaks on active listening, empathy, and strategically asking the right questions. Katrina broached the topics of establishing transparency with clients, honing intuition skills, earning trust, utilizing negative feedback, and the future of qualitative research post-COVID.
In this episode of Getting to Aha!, Darshan Mehta is joined by Katrina Noelle, President of KNow Research & Co-Founder of Scoot Insights. They talk about Katrina’s aha! moment, her insights, the difference between realizations, hard moments, and insights to her. She also recounts her journey into the world of qualitative insights and key turning points in her career. Furthermore, they touch on her identity as “a human feedback loop” and the adaptation of a qualitative versus quantitative approach to market research. She clears up common misconceptions about qualitative research, speaks on active listening, empathy, and strategically asking the right questions. Katrina broached the topics of establishing transparency with clients, honing intuition skills, earning trust, utilizing negative feedback, and the future of qualitative research post-COVID.
Katrina Noelle is a speaker, mentor, and active member of Women in Research, the Qualitative Research Consultant Association (QRCA), the Insights Association, ESOMAR, and the Women’s Business Enterprise National Council (WBENC). She is the president of KNow Research, a full-service qualitative consultancy that creates a client-customized design to deliver quality insights. Katrina is also the Co-Founder of Scoot Insights, where she uses in-person research methodologies to gather in-depth feedback. She works to make customer-centric decisions for organizations she works with.
KEY TAKEAWAYS
👉 Take feedback and listen to what customers want and need
👉 Talk to consumers physically to get “that raw in-the-moment” feedback about their experience with your brand
👉 Define your brand’s objective for conducting a qualitative research
👉 Be that brand that listens to its customers. Then use the feedback you get to create a direction that solves that problem
👉 When conducting interviews or group discussions, be your authentic self. Don’t turn into a different version of yourself. Be as transparent as is appropriate
👉 You’re more likely to be trusted if people don't perceive you as fake, pretentious, or uncaring
👉 Clients want “...that richness. They want video, they want stories, they want personas. They want that feeling that they can hang onto something that represents their target audiences”
👉 Keeping your employees happy increases the chances of your customers’ happiness as well
👉 Pay attention to the kind of feedback you’re getting. “...If we keep hearing it, maybe it's leading us to something that we should talk about”
👉 When you get negative feedback, especially on digital platforms, “figure out how to redirect the conversation or at least highlight what you want the brand to portray and be”
👉 “It's never good to fake either curiosity or empathy because people can tell”
👉 Listen. Give more time and space to customers. Let them finish a thought without interrupting
👉 Although intuition is important in qualitative research work, there's also practice and preparation to make the flow of conversation more impactful
Listen now!
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Getting to Aha! with Darshan Mehta is hand crafted by our friends over at: fame.so
Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.
Check out the 3 most downloaded episodes:
- Changing the Direction of Customer Experience with Luka Popovac, a Senior Customer Experience Executive
- Innovation, Curiosity, and Being Human with Abhilasha Sinha, Chief Growth Officer at Open Secret
- [Greatest Hits ] Emotions & Consumer Behavior with Laura Beavin-Yates
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