Karim Leklou’s eulogy of kindness at the César Awards made a deep impression on me. It was also the trigger for ACT Inclusive, our new approach at ActFuture – find out more in the interview with Thierry Semblat for Market Research News.
Thanks to Thierry and MRNews for making this sharing possible, at a time when our sector needs more than ever to put the human element – in all its finesse, vulnerability and diversity – back at the heart of research.
Because behind the big words (“inclusiveness”, “representativeness”, “sensitive listening”), there’s a raw reality:
– We’re missing out on a lot of people.
– People we don’t ignore on purpose, but who we just don’t hear any more. – Because they don’t write well. Because they’re not comfortable with our formats. Because they don’t answer “right”.
– And after a while, they become invisible.
The launch of ACT Inclusive is our way of saying: we can do things differently.
With other formats, other rhythms, other listening postures.
But above all, with the conviction that the research profession is not just about producing slides. It’s about restoring meaning. Capturing nuances. Interpreting. Creating a vision. And no algorithm is going to do that for us.
In a world saturated with fast solutions, scalable tools (easily deployed on a large scale, uniform, and optimized for the mass production of results), and data generated without any connection with humans (synthetic data or not), we affirm that there can be no real strategy without human understanding, sincere, plural and embodied.
Read more here:
https://lnkd.in/dp-5XCE7