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Beyond binary: the power of nuance in understanding consumers

Explore Savanta's view on the vital role of embracing paradoxes and complexities in research, challenging norms, and the move away from binary thinking in today's society.

Harry King Senior Consultant 04/08/2023

As researchers, we are often required to provide black-and-white answers to questions posed by clients. Yet, life’s realities are usually painted with many shades of grey…

We interact in a world where nuance is fading rapidly, too easily replaced by polarised categorisations. In politics, you’re right or left. Celebrities are saints or sinners. Tech titans’ base decisions worth billions of pounds off the back of tweets.

But this binary mindset doesn’t quite gel with the self-image of today’s generations. Gen Z, Alpha and younger Millennials strongly resist being boxed into labels. They blend seemingly contractionary views and values into a distinct self-expression, and this mindset is seeping into older generations too.

As qualitative researchers at Savanta, we’re immersed in rich, layered conversations daily. It’s fascinating to see how almost every interaction harbours a ‘contradiction’:

  • TV advert viewers craving fresh, yet familiar content;
  • Shoppers wanting more deal details but less in-store noise;
  • Politicians criticising local council’s intrusion while blaming them for not doing enough.

At Savanta, we relish these complexities. We understand that delving into these paradoxes is crucial for shaping successful strategies. We excel in articulating these seemingly clashing viewpoints in ways that equip our clients to tackle their business hurdles head-on.

To resonate in a world where the one-size-fits-all approach no longer suffices, brands must question norms and appreciate their consumers’ complexities. The brands of the future will not only facilitate this openness but also defy labels themselves, thereby building robust connections with their target audiences.

By embracing society’s contradictions and complexities, we can stimulate dynamic dialogues that foster growth. Let’s advocate a “no labels needed” ethos and acknowledge that the future favours those ready to welcome nuances, defy norms, and inspire others to do likewise.

If you’re interested in discovering how Savanta can help your business to understand and resonate better with your audiences, please don’t hesitate to contact us at: [email protected].

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