The nextexpertizer analysis process
In order to identify the psychological and sociocultural driving forces that determine how people behave within a company, a market or society in general, an indirect process that captures subconscious assessments is necessary. In recent years, brain research has confirmed that people first make subconscious decisions, and only then do the conscious regions of the brain become active, in order to justify decisions retrospectively. Questionnaires, focus groups, etc., are therefore not suitable cognitive instruments, especially with regard to questions intended to explain changes or predict the trajectory of trends.
nextexpertizer is a qualitative-intuitive method developed by nextpractice and gathers the qualitative descriptions of participants for a specific field of investigation, and measures their subconscious value preferences on the basis of around 500 intuitive assessments made by the participants in the individual two-hour interviews. The subconscious emotional assessment patterns that are recorded are calculated and quantified algorithmically, into an overall picture of the respective field of investigation – a “cultural force field”. In this way, it becomes clear which values and preferences are motivating a person’s action.
By creating groups on the basis of the similarities of the valuation patterns that have been obtained, further segmentation into empirical value groups is carried out. This conveys a deep and differentiated understanding at both the valuation and subject levels. Because of the empirical segmentation, according to similar evaluation patterns, the original descriptions from the interviews, that are significant for the respective value groups, are automatically assigned to the emerging groups. This enables a systematic, empathic approach to the value groups, and it also allows for a specific approach to the group, derived from their conceptual environments.
In summary, nextexpertizer provides a unique combination of the advantages of qualitative and quantitative surveys, and delivers the following advantages:
- Direct access to subconscious collective values
- Without specifying a theoretically deduced target state
- Guaranteed anonymity of the assessment ensures a high level of acceptance
- High level of traceability and objectivity of consolidation
- Very brief preparation time and extremely fast evaluation
- Option to deduce aggregate quantitative parameters
- Monitoring the change process over time
The value groups identified within a company by means of an analysis with nextexpertizer, including the various points of view of the participants, form the basis for the development of a marker tool, with which any number of employees can categorise themselves into the specific value range of the company online, through a ten-minute survey (self-test), and assign themselves to the identified groups. Immediately after completion of the self-test, the participants can see where they stand in the value space and their percentual affiliation to the types identified in the cultural analysis they belong to.
The other group descriptions, along with their values, desires and fears, are also juxtaposed, and they open up a systematic, empathic approach to the various perspectives. In the anonymous, collective evaluation of the results, the distribution of employees – also in terms of departments or teams – is clarified, and this forms the basis for further developmental steps and measures. The insights gained from the marker tool can also be used in education and coaching for change. Empathy can be systematically taught with the help of the marker tool. It is also possible to use the marker tool to recruit and select employees and to reflect on an applicant’s cultural compatibility.
A nextexpertizer analysis can also serve as a basis for the development of quantitative questionnaires which, because they are derived from the company’s own culture, are much more relevant than classical, theoretically derived questionnaires could ever be. The questionnaires, with their dimensions of culture-sensitive assessment, that are generated by the nextexpertizer analysis, can be applied to almost any issue within the company. First and foremost, the marker tool ensures that each participant is assigned to one of the identified company-specific value groups, and it also gives the assessment dimensions a significance that is specific to that value group. Due to the cultural sensitivity generated in this way, the different points of view of the various value groups are considered in the responses, and the genuinely action-oriented issues and assessments are taken as the basis for the evaluation. Thus, the accuracy of the measurement is considerably higher than is possible with classical questionnaires.