Endpoint. Process practically screams âShow. Meâ â we want to see and understand what happens at each step along t
POV Paper
TELL ME OR SHOW ME? Sorting the Options and Advantages of Qualitative Methods
by Miriam Alexander
Y
ears ago, legendary executive and public television evangelist Herb Schmertz described his efforts to sell Masterpiece Theater by acknowledging that ‘if you ask people on the street they’ll tell you they watch Masterpiece Theater, but they go home and watch Laverne and Shirley.’ This telling comment, showcasing the difference between what people want you to believe and what they actually do underscores a Qualitative Paradigm, illustrating so perfectly the dynamic of “Tell Me” versus “Show Me.” Both are meaningful in the right situations, and the difference between the two of them can often be particularly revelatory. But how do you know what method to choose? What are the advantages of each and for what kind of challenge or question? The best way to start is by understanding the continuum itself, and it is a continuum, one
in which each method can embody elements of both “Tell Me’ and “Show Me.” Some of you may think about this from another perspective – in field or in facility – but that distinction masks the fundamental nature of each method.
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Tell Me Or Show Me
TELL ME This most traditional of research approaches, characterized largely by methods such as Focus Groups and InDepth-Interviews, “Tell Me” relies on conversation to generate insights. We ask people, either directly or indirectly, about topics, listen to what they say and probe thoughtfully to deepen our understanding. Researchers and stakeholders often dismiss these as less desirable, assuming that people will tell us either what they think we want to hear, or provide superficial answers because they are unable to connect to deep seated thoughts and opinions. Skilful moderation combined with the right techniques like projective exercises and laddering can mitigate these concerns, but the fact remains that these approaches rely primarily on explicit conversation.
SHOW ME At the other end of the spectrum are observational approaches such as Market Research Ethnographies including inhome visits and shopalongs. Rooted in anthropological inquiry and adapted for commercial purposes, these approaches
Watching what people do and ‘connecting the dots’ between what consumers do and why yields a resonant understanding of the issue at hand.
share the philosophy that watching what people do and ‘connecting the dots’ between what consumers do and why yields a resonant understanding of the issue at hand. Even these methods generally include ‘Tell Me’ elements – asking participants to explicate their activity for example – but they are largely about observation and context.
HOW DO I DECIDE... Let’s start by acknowledging that, as with much of life, there is no hard and fast rule that will tell you what to do in any given situation. In fact, that’s what makes life so interesting. However, there are probably some general guidelines that will help you decide in which direction to concentrate. 1. Tactical vs. Strategic Tactical issues lend themselves most readily to an emphasis on “Tell Me”, particularly in the case of advertising or other marketing communication. In contrast, large strategic or foundational questions benefit from an approach reliant on observation. 2. Process vs. Endpoint Process practically screams “Show Me” – we want to see and understand what happens at each step along the way, and a flat description of process loses subtlety. Different steps may be attitudinally or experientially different from one another. Endpoint, on the other hand, with its focus on one specific moment in time, suggests the proverbial ‘deep dive’ via a largely “Tell Me” approach.
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Tell Me Or Show Me
3. Potential for Unconscious or Reflexive Behavior As a corollary to process vs. endpoint, there are often many things that we don’t recall doing – those simple reflexive steps that occur without thinking. Examples might include specific search behavior after Showrooming merchandise, laundry sorting that is so habitual that steps aren’t remembered or even choosing a DVD at your local store. These sorts of things, seemingly simple, are ideally addressed via a “Show Me” approach so that we don’t inadvertently miss key steps simply because consumers do them automatically. Are these the only scenarios that require a choice? Absolutely not. But, one hopes, the kinds of questions and issues we consider will help you make your own decisions about which approach to emphasize when confronting business and research questions. And finally, let’s come full circle for a minute, back to Herb Schmertz and his public television problem, to take a look at how the difference between what people say and what they actually do can in and of itself be helpful.
was to sell sponsorships for Masterpiece Theater – and the reflexive corporate reaction would likely be, ‘nobody watches it, there’s nothing in it for me as a sponsor.’ But how about a pitch that says… Regardless of whether or not people watch the program, they feel they should or they wouldn’t lie about their behavior. Viewers feel they should watch because it is good, quality, dare I say even classy, television. Sponsor the program, and, more importantly, make sure people know you are a sponsor of the PBS network (since they’re not actually watching it) and you will become good and classy by association. Would we have known this just through the “Show Me” approach of knowing that people are watching Laverne and Shirley? No. And conversely, “Tell Me” wouldn’t have done much for us in this situation either. Instead, the juxtaposition of the two helps us reach a level of understanding that is both meaningful and actionable.
What does this particular discrepancy tell us about the situation, and more important, what does it tell us we might do to have impact? In this particular instance, the goal
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