After watching her thought provoking TED talk, I bought Susan Cain’s book, ‘Quiet: The Power of Introverts in a World that Can’t Stop Talking’. My copy of the book is currently making the rounds in the office. It appears many of us have a fascination with this facet of psychology.
Cain demonstrates that we live in a society with a cultural bias towards extroversion. Her examples include the rise of self-help books that idolise the ‘big’ personality, the common misconception that if you are quiet, you must be shy, and the open plan office.
With up to a third of the population sitting more on the introverted side, it got me to thinking if our traditional qualitative approaches are truly capturing this audience. A group of strangers, making small talk in a sterile focus group room, behind a one way glass mirror, is not exactly conducive for a comfortable environment, especially so for our introverts! Perhaps online qualitative approaches or one on one interviews are the better tools when thinking about introversion and market research.