In research, you get out what you put in, so great questions are critical to success. Here are five killer qual questions and the behavioural bias theory behind why they are so important…
Killer Question One: “What are you comparing this idea with? What are you weighing up?”
When we make decisions we are programmed to compare and contrast (we can’t help ourselves) – this killer Q makes sure that our compare/contrast behaviour bias is uncovered.
Killer Question Two: “What’s the risk if you buy this, what could you lose out on?”
We’er biased to fear and feel loss more than we value gains. It’s important to understand in NPD research what risk people associate with an idea in order to help understand how to make a decision feel risk-free and to understand realistic appeal for a new concept.
Killer Question Three: “How confident or certain do you feel about this idea?”
This is a really critical ‘checking’ question in research. When people are uncertain or ambiguous about something they use ‘social proof’ to make their minds up – that is what other people (like me) think about the idea. So… we need to check out if ‘social proof’ is going on in a group discussion.
Killer Question Four: “What could this company or brand do for you that would feel like a personal gift or a reward?”
Personal reciprocation is a key social influence that biases our behaviour. When someone gives us something, we feel the need to give back. So let’s use research to understand how brands can give and what they might get back in return…
Killer Question Five: “How do you tend to behave when… and what do you think that says about you?”
We judge ourselves by our actions and we like to act consistently – we’re biased to re-confirm our sense of self. By asking people about what their behaviour tells us about them, all sorts of insight can emerge about people’s beliefs about themselves and their ‘consumer’ behaviour
