Don’t Let Data Destroy Your Sense of Curiosity

We are surrounded by more data than we can ever dream of consuming. 

Ironically, the seemingly endless supply of information actually threatens curiosity. 

Scientific studies suggest that as our level of knowledge increases beyond a certain point, our level of curiosity decreases.

In other words, once you know “enough,” your appetite for wanting to know more slows down. A dangerous phenomenon for brand leaders. 

The best way to counteract this sort of knowledge complacency is to maintain a steady intake of information about the topics with which you are already familiar. Instead of simply focusing on places where you don’t have any data, you also need to continue to collect data where you have a baseline, seeking out newness and nuance. When you have data that tells you “what,” the next question you should be asking is “why?” 

By staying curious about topics where you have working knowledge and continuing to ask questions, you may discover that the “truths” you’ve generally accepted about your customers have actually changed or that there is more to learn.

Embrace a beginner’s mindset and ask questions as if you didn’t know the answers. Better still, invite a curious person with expertise different than your own  to consider the topic with you. Qualitative research is a great way to unlock new insights that may be hiding in the data that surrounds you today.

Image source: Ness Labs