Category Archives: Marketing History
The Slippery Slope of Apathy.
Perhaps you’ve noticed we’re living in tense times
Disagreements seem to dominate the public sphere and our private lives. How we approach these differences is more urgent than you might think.
Being a qualitative researcher requires interest in, and empathy towards, the opinions and beliefs of others. It’s part of the fundamental ethos of the field. So I have a professional obligation to identify with others.
I once wrote a piece about ‘the debating society principle:’ the idea that we have a responsibility to understand opinions contrary to our own. Since then, I’ve had conversations with more than a few people who disagree with this premise. They are entirely apathetic towards different opinions and view even trying to understand such perspectives as being somehow immoral. They feel no need to agree to disagree. This has become a particularly acute issue, being that we are living in highly polarized times.
Having empathy for someone with whom you differ doesn’t require you to agree with that person. It simply asks you to respect the person and try to see things from his or her perspective.
The idea that it is OK – if not laudable – to have no interest in a point of view different from your own brings to mind the philosopher and civil rights leader Rabbi Abraham Joshua Heschel, who once wrote that “the opposite of good is not evil; the opposite of good is indifference.” Being indifferent to the beliefs and feelings of another person strikes me as the first step toward dehumanizing that person. Once we start seeing some individuals as being less than fully human, bad things start to happen. If you’re wondering why we seem to be in a period of such profound societal and political dysfunction, perhaps this helps to explain that.
Being uninterested in the beliefs of another human being – and perhaps dismissive of that person’s fundamental humanity – puts you on a slippery slope. It places you in danger of becoming something you never wanted to (or even thought you could) be.
We’re in a particularly fraught time right now, as we’re only a few weeks from an election. No matter what your political point of view, realize that about half of your fellow citizens probably disagree with you on at least one major issue. This brings you face-to-face with a crucial choice: will you view opinions that are contrary to yours with empathy or apathy? Your own humanity may hang in the balance.
The Uncertainty of Certainty.
It’s not always wise to trust yourself.
In qualitative research, it’s important to enter each study with an open mind. This is one reason clients hire outsiders to do this sort of work – we are unencumbered by preexisting opinions. Clients, because they are so close to their business, tend to have firm beliefs about their brands. Often, it falls to outsiders to challenge those beliefs. This can create tension.
Human beings don’t like to have their beliefs challenged. It’s uncomfortable, and it complicates things. Certainty – considering some topics no longer up for debate – is one way we simplify matters.
My last newsletter was about critical thinking. Being able to question fundamental beliefs is an essential part of this skillset. If you’re thinking critically, you’ll be suspicious of your own opinions, particularly your strong convictions. Certainty can be the enemy of clear, logical, critical thinking.
The desire for certainty is firmly rooted in human evolution, and has served many important purposes during our history as a species:
Risk reduction – Seeking a high degree of certainty in a situation may reduce the likelihood of bad decisions. For instance, if you try to be as certain as possible that an investment won’t lose money, there’s less chance you’ll take a loss.
Persuasiveness – If you truly believe something yourself, that will come across when you try to convince somebody else.
Social cohesion – Homo sapiens is a tribal animal. In social groups, having shared firm beliefs about social norms can engender cooperation and trust. This is crucial to survival under difficult conditions.
Cognitive efficiency – Certainty conserves cognitive resources. Making decisions under uncertainty is mentally taxing. A preference for certainty simplifies decision-making, making it quicker and less resource intensive.
So, certainty is something we naturally seek. But sometimes, this instinct works against our interests. The art lies in figuring out when to re-open debate, and when to let something remain settled.
This is when it’s helpful to have a process. Here are three questions to ask when you might be overly certain about something:
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What emotions are triggered when you entertain doubt about a belief? If you’re becoming angry or anxious, that’s a cue to push past those feelings and question this belief.
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What evidence would need to change your position? If you can’t articulate that, that’s not a good sign. Unfalsifiable beliefs can be dangerous.
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Can you state opposing perspectives honestly? Also, how do you feel about people who hold those opinions? If you doubt their character, can’t honestly state their position and resort to personal attacks, that’s a sign of false certainty.
So, go ahead. Make yourself uncomfortable. Get in the habit of questioning the things about which you are certain. It will help you think more clearly. And maybe you’ll even learn something new.
The Essential Link Between Thinking and Writing
Want to strengthen your critical thinking skills? Write!
My profession of qualitative research, like many others, demands critical thinking. The ability to internalize data and apply it to a client’s business objectives is a foundational skill for qualitative researchers.
Is there a more fundamental skill than critical thinking? I can’t think of one. It’s tops on my list of three essential cognitive skills:
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Critical thinking
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Decision making
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Problem solving