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by Meghan O'Sullivan  How adults process information—and why conversation is the entry point to understanding I love a good conversation, whether it’s with a friend, colleague, or my bank teller. Why? I love people. I love hearing their stories, asking how they are, and sharing a common experience. And I always learn something. Always. Then I head back to work, where I’m bombarded with emails and invited to read articles, white papers, case studies, and newsletters. This constant stream makes me want to tune out rather than tune in. I still love the old-fashioned conversation, and science suggests I’m not alone. Why Conversations Work 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. Studies show that adults retain information more effectively when they generate or apply ideas through dialogue. It helps explain why platforms like ChatGPT are becoming so popular. They respond conversationally. Now, obviously we can't always initiate a conversation, people are busy. But we can replicate one through sharing podcasts, recorded webinars, and interviews. In addition, formats that combine visual and auditory cues establish relevance quickly and reduce the brain’s initial cognitive effort. That means, videos and visual tools are imperative. That's why slide decks still matter. Whether it’s a live discussion or a recorded one, the common thread is dialogue. It gives people context, tone, and the ability to follow the thinking in real time. It's also an opportunity to build trust. Once interest and trust are established, people are far more willing to invest time in deeper written material (Multimedia learning engagement study, 2021). So where does that leave us as marketers? I believe, much like what we’ve done with Life Sciences Decoded, it points to a more layered approach. One where white papers, case studies, and blogs are supported by formats that create the conversation first. Video, podcasts, and presentations become those entry points. Not because they replace writing, but because they make it easier to engage with it. Conversation draws people in. Writing allows them to go deeper. When these elements work together, ideas don’t just get delivered. They land.
References
Fiorella & Mayer (2015). Learning as a Generative Activity. Knowles, M. (1984). The Adult Learner: A Neglected Species.
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Authors
Meghan O'Sullivan
Susan Najjar
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