Qual Street

Dedication to the answer


The Most Important Question

The Most Important Question


How do I know that?

It’s a good question to ask respondents – but maybe put a bit more politely – ‘tell me what makes you think that?’ ‘How come you’ve come to that conclusion?’ etc…

But it’s the best question that researchers should ask themselves…

…how do I know that? What was it I observed, heard, thought about that makes it so…

Edward Tufte (the famous infographics man) says it’s the most important question. He wants us to see more clearly (to have a seeing brain) and he thinks we need to ask ourselves – how do I know that as a way of nudging ourselves to see better.

An argument for more observations in research, and definitely the most important question to ask when we are analysing our results


Kath Rhodes, Qual Street Owner

I love love learning and so I invest time and resources with Ambreen and Claire into exploring social psychology, neuro science, creativity and new techniques in research. Read all about it and help yourself to the ideas that will deliver your business the insight it needs

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@Qualstreet on 17 March 2023