The shift from product-first to people-first thinking requires a fundamental change in how we approach understanding our communities. While many museums want to become more user-centered, traditional research methods often reinforce existing assumptions about what people want or need.
Deep listening offers an alternative. Instead of collecting opinions or preferences about current offerings, deep listening helps us understand how people actually think and feel as they try to make progress toward their goals.
I've created this quick guide to help you begin practicing deep listening, whether you're working with community members, colleagues, or other stakeholders. The guide covers:
What makes deep listening different from typical conversation
How to identify interior cognition (the thoughts, feelings, and principles that drive decisions)
Common pitfalls to avoid
Tips for getting started
This guide builds on the work of Indi Young, whose listening techniques have helped organizations truly understand the people they serve. If you're interested in developing your deep listening practice further, consider enrolling in MaP’s course.
Using This Guide
The goal isn't to become a perfect listener immediately. Start small:
Read through the guide once to understand the basic framework
Choose one conversation this week to practice identifying interior cognition
Focus solely on understanding the other person's perspective, setting aside your own thoughts and reactions
Notice when you catch yourself wanting to share your own experience or offer advice
Deep listening, like any skill, improves with practice. Each conversation is an opportunity to develop your ability to understand how others approach their goals.
Questions about deep listening or the guide? Leave a comment below. I'm particularly interested in hearing how you might apply this in your work.