{"id":3575,"date":"2017-06-02T11:40:11","date_gmt":"2017-06-02T11:40:11","guid":{"rendered":"https:\/\/storylistening.de\/method\/"},"modified":"2019-06-13T15:12:35","modified_gmt":"2019-06-13T15:12:35","slug":"method","status":"publish","type":"page","link":"https:\/\/storylistening.de\/en\/method\/","title":{"rendered":"Method"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-opmlu1-f9127b2e83a3e443363c1281a6095c39\">\n.avia-section.av-opmlu1-f9127b2e83a3e443363c1281a6095c39 .av-section-color-overlay{\nopacity:0.7;\nbackground-color:#000000;\n}\n.avia-section.av-opmlu1-f9127b2e83a3e443363c1281a6095c39 .av-extra-border-element .av-extra-border-inner{\nbackground-color:#ffffff;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-opmlu1-f9127b2e83a3e443363c1281a6095c39 main_color avia-section-huge avia-no-border-styling  avia-builder-el-0  el_before_av_one_fourth  avia-builder-el-first  avia-bg-style-scroll av-section-color-overlay-active av-section-with-video-bg container_wrap sidebar_right'   data-section-video-ratio='16:9'><div  class='avia-slideshow av_slideshow_obj-1-69ebeb3aabea3 avia-slideshow-featured av_slideshow avia-slide-slider av-slideshow-ui av-control-default av-slideshow-manual av-loop-once av-loop-manual-endless av-default-height-applied  av-section-video-bg avia-slideshow-1' data-slideshow-options=\"{&quot;animation&quot;:&quot;slide&quot;,&quot;autoplay&quot;:false,&quot;loop_autoplay&quot;:&quot;once&quot;,&quot;interval&quot;:5,&quot;loop_manual&quot;:&quot;manual-endless&quot;,&quot;autoplay_stopper&quot;:false,&quot;noNavigation&quot;:false,&quot;bg_slider&quot;:false,&quot;keep_padding&quot;:false,&quot;hoverpause&quot;:false,&quot;show_slide_delay&quot;:0}\"  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><ul class='avia-slideshow-inner ' style='padding-bottom: 28.666666666667%;'><li  data-controls='disabled' data-mute='aviaTBaviaTBvideo_mute' data-loop='1' data-disable-autoplay=''  data-video-ratio='1.7777777777778' class='avia-slideshow-slide av_slideshow_obj-1-69ebeb3aabea3__0  av-video-slide  av-video-service-html5  av-hide-video-controls av-mute-video av-loop-video  av-single-slide slide-1 slide-odd'><div data-rel='slideshow-1' class='avia-slide-wrap '    itemprop=\"video\" itemtype=\"https:\/\/schema.org\/VideoObject\" ><div class='av-click-overlay'><\/div><video class='avia_video'  autoplay playsinline loop preload=\"metadata\" muted  id='player_3575_694293167_814580259'><source src=\"https:\/\/storylistening.de\/wp-content\/uploads\/2017\/10\/shutterstock_v13177040_method.mp4\" type=\"video\/mp4\" \/><\/video><div class=\"av-click-to-play-overlay\"><div class=\"avia_playpause_icon\"><\/div><\/div><\/div><\/li><\/ul><\/div><div class=\"av-section-color-overlay-wrap\"><div class=\"av-section-color-overlay\"><\/div><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-3575'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m1v16h-1d5a327c282be6aff2db8222ede14eea\">\n#top .av_textblock_section.av-m1v16h-1d5a327c282be6aff2db8222ede14eea .avia_textblock{\nfont-size:40px;\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-m1v16h-1d5a327c282be6aff2db8222ede14eea '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p><strong>The art of listening &#8211;<br \/>\n<\/strong><\/p>\n<p><strong>one need a lot more than just ears<\/strong><\/p>\n<\/div><\/section>\n<\/div><\/div><\/main><!-- close content main element --><\/div><div class='av-extra-border-element border-extra-diagonal border-extra-diagonal-inverse '><div class='av-extra-border-outer'><div class='av-extra-border-inner'><\/div><\/div><\/div><\/div><\/div><div id='after_section_1'  class='main_color av_default_container_wrap container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-3575'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-21z6i1-4e2ff1858093c3f5e67e25090160fdfc\">\n.flex_column.av-21z6i1-4e2ff1858093c3f5e67e25090160fdfc{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-21z6i1-4e2ff1858093c3f5e67e25090160fdfc av_one_fourth  avia-builder-el-2  el_after_av_section  el_before_av_three_fourth  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp8h95-e4ecddb53f4382884dd3b43f5961af15\">\n.flex_column.av-jp8h95-e4ecddb53f4382884dd3b43f5961af15{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jp8h95-e4ecddb53f4382884dd3b43f5961af15 av_three_fourth  avia-builder-el-3  el_after_av_one_fourth  el_before_av_one_half  flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h6vy7d-7178336fcb830cfdf501dcdbcbcb75be\">\n#top .av_textblock_section.av-h6vy7d-7178336fcb830cfdf501dcdbcbcb75be .avia_textblock{\nfont-size:30px;\n}\n<\/style>\n<section  class='av_textblock_section av-h6vy7d-7178336fcb830cfdf501dcdbcbcb75be '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\"><strong>Only fully absorbed listening allows a deep understanding<br \/>\n<\/strong><\/p>\n<p style=\"text-align: center;\">&#8220;When customers tell their stories about their experiences, or even simply explain their opinion on a certain topic they tell a lot more than they think. They embed it in a rich context which in turn enables us to experience more from their lifeworld, their decision drivers or even themselves as persons. All you need is an open heart and the ability to really listen.&#8221;<\/p>\n<p style=\"text-align: right;\">Dr. Michael Schindl<\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-fuac3d-0fba9f007029e7ca39c9d7249d2cd8e5\">\n.flex_column.av-fuac3d-0fba9f007029e7ca39c9d7249d2cd8e5{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-fuac3d-0fba9f007029e7ca39c9d7249d2cd8e5 av_one_half  avia-builder-el-5  el_after_av_three_fourth  el_before_av_one_half  first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-dvqwc9-23023a4245df2ddf1c51806062a7c7c5 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Listening is an art<\/h2>\n<p>Because we speak and chat to other people on a daily basis, we take the listening part of it for granted and consider it to be an easy part of it. Therefore, almost all people think that they are good listeners, but unfortunately this is not the case.<\/p>\n<p>Neuroscientists from Harvard University have shown in studies that, when people do not actively withdraw, they attempt to dominate every conversation. Talking about one\u2019s own topics is a fundamental and distinctive urge. Here, listening and showing interest only play a secondary role. This can also be stated for classical interviewing, because in this situation we also try to dominate the conversation with standardised questions, which we allegedly need.<\/p>\n<p>On the other hand, listening initially requires an active willingness, an appropriate attitude and lots of practice. So it\u2019s all about the correct attitude, the correct technique which decides one&#8217;s ability to be a good and active listener.<\/p>\n<p>This means that only carefully selected and experienced listeners are suitable for STORY<em>listening<sup>\u00ae<\/sup><\/em>, because the lifeworld of customers (b2c as well as b2b) is becoming more and more complex. And because of this, for example, the explanation-, utilisation-, or assessment coherences of the customers are also becoming more complex. To comprehend and expose this during a conversation is an art, that requires many years of experience.<\/p>\n<p>If someone listens in this way, it is much easier to speak more openly about the things that are really important to us, what experiences we have had or what the relevancy is. In this way we tell a lot more, with greater fluency and more often complete stories, to ensure that the listener understands the point of it. In this way the context is given in a purely natural way, which is of upmost importance in order to deeply understand the foreign lifeworlds.<\/p>\n<p>Besides that, it is very important for valuable results, that the listener possesses a comprehensive understanding of the strategy, business process and business model. Only then he\/she is able to judge quickly, which topics and aspects have special strategic relevance and would be worth delving into deeper.<\/p>\n<p>This combination of active listening AND strategic understanding is the secret of STORY<em>listening<sup>\u00ae <\/sup><\/em>which has evolved over the last 20 years and, because of this, can uncover coherences that remain hidden during classic market research.<\/p>\n<p>STORY<em>listening<sup>\u00ae<\/sup><\/em> is therefore the instrument of choice when confronted with preparing decisions of strategic importance.<\/p>\n<\/div><\/section><\/div><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-cgqh89-d7ce95b732b9ed32e84960fb5e5a8864\">\n.flex_column.av-cgqh89-d7ce95b732b9ed32e84960fb5e5a8864{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-cgqh89-d7ce95b732b9ed32e84960fb5e5a8864 av_one_half  avia-builder-el-7  el_after_av_one_half  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data-created_by=\"avia_inline_auto\" id=\"style-css-av-7v2m5l-93fe935c478643faea41f30b6f647c74\">\n.avia-image-container.av-7v2m5l-93fe935c478643faea41f30b6f647c74 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-7v2m5l-93fe935c478643faea41f30b6f647c74 .av-caption-image-overlay-bg{\nopacity:0.4;\nbackground-color:#000000;\n}\n.avia-image-container.av-7v2m5l-93fe935c478643faea41f30b6f647c74 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-7v2m5l-93fe935c478643faea41f30b6f647c74 av-styling- avia-align-center  avia-builder-el-10  el_after_av_hr  avia-builder-el-last  noHover av-overlay-on-hover'   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><div class=\"av-image-caption-overlay\"><div class=\"av-caption-image-overlay-bg\"><\/div><div class=\"av-image-caption-overlay-position\"><div class=\"av-image-caption-overlay-center\"><p>Story<em>listening<sup>\u00ae<\/sup><\/em> about a product launch at the airport in Istanbul<\/p>\n<\/div><\/div><\/div><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-4351 avia-img-lazy-loading-not-4351 avia_image ' src=\"https:\/\/storylistening.de\/wp-content\/uploads\/2017\/06\/CIMG0253.jpg\" alt='' title='Storylistening in action - Istanbul'  height=\"1536\" width=\"2048\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/storylistening.de\/wp-content\/uploads\/2017\/06\/CIMG0253.jpg 2048w, https:\/\/storylistening.de\/wp-content\/uploads\/2017\/06\/CIMG0253-300x225.jpg 300w, https:\/\/storylistening.de\/wp-content\/uploads\/2017\/06\/CIMG0253-768x576.jpg 768w, https:\/\/storylistening.de\/wp-content\/uploads\/2017\/06\/CIMG0253-1030x773.jpg 1030w, https:\/\/storylistening.de\/wp-content\/uploads\/2017\/06\/CIMG0253-1500x1125.jpg 1500w, https:\/\/storylistening.de\/wp-content\/uploads\/2017\/06\/CIMG0253-705x529.jpg 705w, https:\/\/storylistening.de\/wp-content\/uploads\/2017\/06\/CIMG0253-450x338.jpg 450w\" sizes=\"(max-width: 2048px) 100vw, 2048px\" \/><\/div><\/div><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-5fg921-c69ca8a74bde96edac418426426e22df\">\n.flex_column.av-5fg921-c69ca8a74bde96edac418426426e22df{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-5fg921-c69ca8a74bde96edac418426426e22df av_one_fourth  avia-builder-el-11  el_after_av_one_half  el_before_av_three_fourth  first flex_column_div av-zero-column-padding  column-top-margin'     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3ug7ll-d4b3b8f41be431316ef6c71c57d1fe7e\">\n.flex_column.av-3ug7ll-d4b3b8f41be431316ef6c71c57d1fe7e{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-3ug7ll-d4b3b8f41be431316ef6c71c57d1fe7e av_three_fourth  avia-builder-el-12  el_after_av_one_fourth  avia-builder-el-last  flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2jyweh-31cd6d830c5b726f33cb7af9ac58f81d\">\n#top .av_textblock_section.av-2jyweh-31cd6d830c5b726f33cb7af9ac58f81d .avia_textblock{\nfont-size:30px;\n}\n<\/style>\n<section  class='av_textblock_section av-2jyweh-31cd6d830c5b726f33cb7af9ac58f81d '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\"><strong>Why listening is smarter than asking<br \/>\n<\/strong><\/p>\n<p style=\"text-align: center;\">&#8220;How can we learn from people and really understand what drives them when we mainly ask questions that are only of interest for us?&#8221;<\/p>\n<p style=\"text-align: right;\">Dr. Olaf Rughase<\/p>\n<\/div><\/section><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-3575","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The methodology of Storylistening requires heart, strategic knowledge &amp; experience.<\/title>\n<meta name=\"description\" content=\"Storylistening shows market research its limits because only very rich context enables one to understand the lifeworlds of customers in depth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/storylistening.de\/en\/method\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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