Seeking the Hidden

Dr. Nikita Tiwari December 21, 2019
Gerald Zaltman in his book 'How Consumers Think' advocates that most of the thoughts and feelings are created in our unconscious mind, where eighty percent of emotions and learning occur. All of this happens without our awareness (As discussed earlier). This leads to the generation of a lot of information that is hidden and since this knowledge is hidden, surfacing it presents a major challenge.

We at Forum, try to overcome this challenge and seek the hidden information with the help of visual stimulus (using pictures) to activate the unconscious mind. By doing this, we aim to get feedback that is of enhanced quality and is capable to elucidate deeper information and experiences.

Using visual stimulus, while collecting patient satisfaction levels, proves to be capable of capturing deep-rooted experiences of the patients. We were able to experience this first hand in a major 330-bed multispecialty tertiary care hospital in Pune. With the use of pictures, while collecting feedback, the length of feedbacks almost doubled from 26 average words to 40 average words. In addition to this, the emotions elucidated by the feedbacks also improved.

At Forum, we analyze this insightful data, to understand patients' perspectives in terms of what actually matters to them when they seek services at any hospital. This enhanced quality of data collected also helps Forum to play its advisory role for hospitals to improve the hospital's performance in providing satisfactory (or I should say ‘beyond satisfactory’) services to the patients.