From the course: Market Research: Qualitative

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Why qualitative researchers love emotions

Why qualitative researchers love emotions

From the course: Market Research: Qualitative

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Why qualitative researchers love emotions

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- One of my mentors early in my career is a man named Chris Voss. He was the Lead International Kidnapping Negotiator for the FBI for many years. And as he was teaching me about negotiations he told me something I still think about to this day. He said the number one most important attribute of a good negotiator is empathy. And he suggested that if I wanted to learn to empathize quickly and to find out what's beneath the surface of a conversation, I should volunteer at a crisis hotline for a year. So I did. For a year, I was a listener every Saturday evening in a setting where establishing a connection with someone quickly could be a matter of life and death. In large part, this was done quite simply through labeling emotions and mirroring what a caller was feeling. Through this consistent practice of empathy, I learned a lesson I still use to this day. Where there is extreme emotion, there is extreme opportunity. If…

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