Over the years, market research has refined its methods and scope thanks to decades of accumulated expert experience. Initially, the most basic questions were answered with the tools available at the time. We’re talking about the days when people used landline phones, pencil, and paper to record people’s responses. Today, we have capabilities like Big Data and process automation that reach millions of consumers simultaneously.
However, one thing that hasn’t changed much at its core is the mechanism for gathering people’s opinions and experiences. We’re referring to questionnaire design. At first, it may seem like a very simple task that any intern can perform without much complexity. Nothing could be further from the truth. Anyone who has dedicated themselves to the field knows that a market study can fail if the right questions aren’t asked of the right people. Therefore, today we list four essential topics for creating an adequate collection of questions.
Appropriate words. An adage says, “in the asking, there is the giving.” This refers, among other factors, to the way a question is posed. Best practices suggest using neutral concepts and words that everyone can understand without further explanation. Likewise, it is preferable to state the question in the least convoluted, organic, and simple way. The maxim indicates that the question should ensure the desired answer is obtained without introducing unnecessary noise.
Number of questions. We would love to delve as deeply into a topic as circumstances allow. And unless we are conducting a long-range study with sufficient incentives for consumers to collaborate with us almost full-time, the truth is that people have lives of their own and activities that are more important to them than attending our interviews. For this reason, it is a priority to ask only the strictly necessary questions.
Logical sequence. In practice, there are many ways to approach a research topic. Two of them are going from the general to the specific and vice versa. Each of these has its purpose and scope. In market knowledge protocols, the correct formulation of a question is as important as its place within the larger picture. Questions must follow an order that ensures compliance with parameters such as avoiding suggesting intentional answers or confusing the respondent’s flow of thought by arbitrarily jumping from one topic to another.
Qualified interviewer. Although there are ways to administer questionnaires without a real person intervening between the team of analysts and consumers, it’s important to remember that in many cases, teams of interviewers will be required. For those whose participation we expect, field staff are the public face of the project. The success or failure of an entire study depends on their ability to persuade consumers to collaborate in our interviews.
Regardless of whether you have experience in the field or not, it’s worth always remembering these points. Ignoring them in haste can lead your research protocol to produce results that are far from the relevance you seek. Thanks to their years of experience in the sector, market analysts can guide you in designing a good questionnaire. Remember to collaborate with them and ensure that your objectives are met. Finally, a custom-made questionnaire requires approval from the person ordering it before being fielded.
At Acertiva, we have over two decades of experience conducting market research projects that include questionnaire design or implementation. We have offices and representation in the main LATAM countries. We offer our team of experts in data and information analysis, along with strategic partners, to meet your needs in the region. Contact us today. It could be the start of your next success story.
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