Breaking Through: Taking Control of Your Narrative Starts With a Human Conversation

How adults process complex information — and why conversation unlocks understanding

by Meghan O'Sullivan

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I love a good conversation, whether it’s with a friend, colleague, or my bank teller. Yes, I still do in-person banking. Why? I love people. I love hearing their stories, asking how they are, and sharing a common experience. It’s uplifting, and I always learn something. Always.

Then I head back to work, and everything is digital. Emails, articles, white papers, text messages. I’m part of the problem. I know this. I’m a writer. And yet I find myself gravitating toward simplified messaging, headlines, and video learning to get my information. I know I’m not alone.

Recent surveys suggest that a large majority of adults prefer video when learning new information. In one 2024 study, 83% of people said they prefer watching instructional or informational videos over text or audio. Other research shows that at least 75% of consumers opt for video when learning about products and services.

The reality is that when information feels dense or technical, which is primarily the case in healthcare and life sciences, people instinctively look for a faster entry point, such as:

• a short or long video
• a conversation we can watch or listen to
• a real interaction on Zoom or over the phone

According to adult learning theory, known as andragogy, adults make sense of complex ideas not by absorbing more text, but by engaging with others, discussing meaning, and connecting information to real-world situations. Malcolm Knowles, who formalized andragogy, argued that adult learners bring prior experience, defined goals, and practical needs into every learning interaction. As a result, adults learn best when they are active participants rather than passive recipients.

Perhaps this helps explain why more adults are subscribing to podcasts and choosing video as an entry point to learning. Studies shows that adults:

• prefer learning tied to real-world problems
• retain information more effectively when they generate or apply ideas through dialogue
• benefit from interaction, reflection, and discussion more than from text alone

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In fact human conversation and video often serve as gateways to new information because formats that combine visual and auditory cues establish relevance quickly and reduce the brain’s initial cognitive effort.

Dialogue helps people filter information faster.

Once interest is established, people are far more willing to invest time in deeper written material (Multimedia learning engagement study, 2021).

In simple terms: video earns attention; reading sustains it.

So where does that leave us writers? I believe, much like what we’ve done with Life Sciences Decoded, that it makes sense to move toward a layered approach to marketing, where white papers, case studies, and blogs are supported by companion video pieces. Video creates an easy entry point into the thought leadership content and written material that follows. Together, video and text deliver a one-two punch.

When these elements work together, ideas don’t just get delivered. They land.

Breaking Through is a new series by Meghan O’Sullivan exploring what it takes to be heard in today’s oversaturated world. Connect with me on LinkedIn.

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References
Fiorella & Mayer (2015). Learning as a Generative Activity.
Knowles, M. (1984). The Adult Learner: A Neglected Species.