We are all addicted to our screens to a greater or lesser extent and there are endless theories about why – FOMO being one of the strong contenders.
The fact that we’re missing out is continually confirmed. Each time you look at your social feed or favourite news channel, it’s typically different from what it was an hour ago.
FOMO is a challenge for Insights too. Most methodologies are snapshots in time. But, in a fast-moving world, is a snapshot enough? Are we missing out? Social media scraping offers access to a rolling narrative, but the data is passive - we don’t get to ask questions. We only get to see what people say in response to stimulus we don’t control.
One way we reduce FOMO in qualitative insights is by taking an immersive, sprint-based approach. The rise in comfort levels with technology means we can execute a rolling narrative - a movie, rather than a snapshot. You get to be in the movie, and Insights have control over the stimulus. Better still, omnichannel approaches allows that stimulus to be both open (qualitative discussion) and fixed (responding to ideas through online platforms).
Talking to the same people over a period of time is a great way to develop real understanding, get feedback to the solutions to their problems as you’ve understood it and the approach allows you to adjust and iterate as you go. So - no FOMO because you can’t see how the narrative will roll out.
It’s a bit like having a conversation with someone and hour later thinking, I wished I’d thought to say that.