Conducting market research involves many tasks. A protocol is designed based on the knowledge needs of the clients or brands, the available resources, and the target population. Regardless of the above, one principle underlies most techniques and methodologies: the process of obtaining data and information from the people we are interested in. This may seem basic and something everyone understands, but it’s not as easy as it appears.
“You reap what you sow,” as the saying goes in several Latin American countries. The way we phrase our questionnaire questions makes the difference between achieving the objectives set from the beginning and wasting resources that will not be recovered. We must be very careful when choosing the words and tone used in the interviews because the quality and quantity of the findings obtained in the field depend on it. For this reason, we have listed four tips for creating effective questionnaires for market research.
Simple is better. Sometimes we might believe that the more we express in a question, the better it will be for our purposes. This is counterproductive in our field. Unless you’re conducting research where participants have been recruited and know how long their participation will take, people will have very limited time to give interviewers. Be brief, direct, and simple in your question wording to increase the quality of the responses captured.
Form is substance. A general principle of law is a valuable ally in our work. We’re not saying we should use the formalities of the legal profession, but people tend to treat others as they appear. And this applies to the appearance of those representing our agencies in the field. Ensure that interviewers adhere to standards of speech and dress. You can address this by training your data entry staff in your area of interest.
Persist with vision. For logistical and efficiency reasons, we aim to design pre-coded response lists. Although in some specific cases this works without much adjustment, it’s always possible to encounter unexpected codes. For this reason, the “Other” option is usually added along with a “Explain your answer” text field. The staff conducting interviews must skillfully persist and not accept “I don’t know” or a very brief explanation before three attempts.
Check beforehand. It’s great to streamline all the tasks inherent in an investigation. However, it’s also true that what’s very fast or cheap can be very expensive in the short term. There’s a process that should never be underestimated or eliminated from the equation: supervision. Consider different filters at every step of your study. For example, in the field, review random questions and forms twice to detect data entry errors that are impossible to correct later.
The advice mentioned above should always be among your standards, both inside and outside your organization. A poorly formulated or worded question can detract from the quality of your project deliverables. Make sure you have subject matter experts guide you if you’re developing your first questionnaires. Likewise, verify that the final version of the question list meets your expectations before releasing it for field operations.
At Acertiva, we have over two decades of experience designing and implementing questionnaires using diverse methodologies and techniques. This experience has allowed us to assemble a team of analysts and strategic partners to meet your Market Research needs in LATAM. We offer a free fifteen-minute consultation if you’re considering conducting a study. This step could be the beginning of your next success story.
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