Roots, Shoots and Playtime: Unexpected lessons from my walled garden
In the 1800s, pear trees were planted on the land that now frames our walled garden. Today, it’s a mix of history and chaos, with kids, sports gear, and veggie patches filling the space. Surprisingly, the lessons from this garden echo those in qualitative research—understanding deep roots, embracing change, and finding meaning in the smallest details.
I’m going to tell you about my garden. In the 1800’s, before our house was built, pear trees were planted on the land. Those trees still stand, we have one either side of our long plot. It’s a walled garden.
When we moved in, a structural survey flagged the old garden wall as in need of urgent attention. A deep breath, a huge investment and a leap of faith in re-using bricks to rebuild, has resulted in a beautiful wall that could easily stand for another century. It frames our space.
But hang on. I’ve got three kids and a dog. Our ancient, walled garden is currently dominated by a massive trampoline, a plastic football goal, a basketball hoop, a mud-patch-veggie-patch, and a myriad of deflating sports equipment. It won’t always look like that, for now I love to see the kids using (decimating) every inch. Except for one small bed, which I fiercely protect as home to some small, but meaningful shoots – in memoriam of loved ones.
Anything to do with qualitative research? Oddly, plenty, and thankfully without having to force the metaphor.
Good insight begins with what exists. Ancient context, pre-programmed assumptions, elements of humans that are as much part of us as roots are part of the land. Respecting the importance of that context means examining what frames us; attitudes, preferences, innate assumptions. And all of that precedes any research questions in hand.
In turn, research helps us to understand the importance of existing foundations within markets and brands. Preservation and reinvention, as with our eye-watering investment in a garden wall, can frame a meaningful, long-term view.
On the flipside, research unpicks short term excitements and brief passions, from early stage stimulus that inspires, to social content that disrupts. Like footballs and mud-patches – for consumers, it’s playtime: seemingly transient, inconsequential. For us, we’re exposing unselfconscious, raw responses. Invaluable stuff.
What else? Both our human state and the world of brand development are compelled to step out of the past and look forward. To nurture newness. Small but meaningful shoots.
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