Market Research: An Introduction to Questionnaire Design | Daniel Berkal | Skillshare
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Market Research: An Introduction to Questionnaire Design

teacher avatar Daniel Berkal, Consumer Research

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      INTRODUCTION - QUESTIONNAIRE DESIGN

      0:34

    • 2.

      THREE TYPES OF QUESTIONNAIRE

      5:03

    • 3.

      SCREENERS

      13:19

    • 4.

      SURVEY DESIGN

      4:36

    • 5.

      DISCUSSION GUIDES

      12:49

    • 6.

      HOW TO ASK QUESTIONS

      10:09

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About This Class

The best research comes from well-written questionnaires. From survey research to focus groups, there are a variety of styles and substantive cues that can be used to create a questionnaire that's engaging and efficient.  

This class is all about how to design a questionnaire that's effective, smart and one that gets to the right points without being too long.   It utilizes several real life examples.

The focal points of this class are SCREENERS, SURVEY DESIGN and DISCUSSION GUIDES.

Students should take this class that they have an interest in market research. in building answers for your business and in figuring out smart ways to reach out to customers.

Meet Your Teacher

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Daniel Berkal

Consumer Research

Teacher

Hello, I'm Daniel.  

I'm SVP and a partner at The Palmerston Group, a global qualitative research firm.  I've personally conducted hundreds of energetic interviews of various sizes, ethnographies, mystery shops and ideation sessions among consumers and professionals in North America, Central America, Europe & Asia.

I've had a stellar career working on some of the most innovative brands in business and have been best known for completely immersing myself in consumer environments in a creative way.  With projects featured in Fast Company and Forbes, I've been called "Hands down, the most unique, thought-provoking and game-changing qualitative researcher in the business. Period."  &nb... See full profile

Level: All Levels

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Transcripts

1. INTRODUCTION - QUESTIONNAIRE DESIGN: In market research, you ask lots of questions. And the way that you ask those questions is really, really important. So this class is all about how to design a questionnaire that's effective, that smart. They gets to the right points without being too long. People to take his class if they have an interest in market research and building answers to their business, or in figuring out ways to reach out to your customers. This class is quick, it should be really interesting and I'll bring in some real-life examples. 2. THREE TYPES OF QUESTIONNAIRE: This class is all about questionnaire design. And we're going to look at a bunch of examples, the bunch of different types of questionnaires. And we're going to try and make something useful out of them. I wanted to start off this class by showing you a quick video clip. It's about 2 min long. And I find it to be a really good way of showing how the questions you ask. The questions you asked the participant, the questions you asked someone, the way that you ask them can influence the responses you get back. So let's start with that. He's going to say something new and radical in the broadcast. Well, that's silly grand design, but not that was precisely what you have to avoid. How did this come about? I should need a very good explanation. Well, he's very keen on it. What's that got to do with it? I think starting to happen just because Prime Ministers are very keen on them. Neville Chamberlain was very keen on peace. He thinks it's a vote winner. That's most serious done. What makes him think that? Well, the party who had an opinion poll done, it seems all the voters are in favor of bringing back national service. Well, I have another opinion poll done showing the voters are against bringing back measured service before it falls, they can better. Have you ever been surveyed? Yes. Well, not me actually, my house. Oh, I see what happens. Nice young lady comes up to you. Obviously you want to create a good impression. You don't want to look at Fool deal. So she starts asking you some questions. Mr. Wilson? I worried about the number of young people without jobs. Yes. Are you worried about the rise in crime among teenagers? Yes. Do you think there's a lack of discipline and our comprehensive schools? Yes. Do you think young people welcome. I'm authority and leadership in their lives. Yes. Do you think they respond to a challenge? Yes. Would you be in favor of reintroducing national surveys? Well, I suppose I might yes or no. Yes. Of course you would bend it. I've already told you can't say no to that. So they don't mention the first five questions and they published the last one. He said, Really what they do. Well, not the reputable ones, no, but there aren't many of those iteratively or the young lady can get the opposite result. How are you worried about the danger of war? Yes. Are you worried about the growth of arms? Yes. Do you think there's a danger in giving young people guns and teaching them how to kill. Yes. Do you think it's wrong to force people to take up arms against their will? Yes. Would you oppose the reintroduction of national surveys? Yes. The perfect balance sample. So we just commissioned our own survey for the Ministry of Defense. See to it Bennett. Alright, let's start talking about questionnaire design. This slide and made using the iPad thing, whichever than light, because it looks very brave in and draw a line. It's good. There are three major areas in questionnaire design. All these different things, right? There's screeners, there are surveys, and there's discussion guidance. We're going to talk about all three of these types of things. And we'll talk about what they're for. But in broad strokes, here's the screeners are all about reaching out to a population and figure out who should be in your group, who should be in your step participants. And ask a bunch of classes that are designed to kind of big people fall in this specific buckets then are useful for you. And we'll look at an example of bloodstream that can be used. The second area is surveys. Surveys when you reach out to a population too, to understand what their thoughts are, their beliefs are on something. We're going to do a wall and certainly we're in the assignments for this class. But also a big part of market research is in survives. The throat area of questionnaire design that I want to talk about a mess is discussion guides and discussion guys. Are there questions that are itemized in a way that allows him to understand it and shoe using questions than there are responded to generally in a focus group, but also in the in-depth interview and pretty much fall research. Stung a quotient stance has a format of discussion, diets, worrying about specific set, starting a specific middle. Bunch of proves you boost along the way. And we'll talk about that as well. 3. SCREENERS: Let's start off talking about screeners. Good screener is so essential to make them surely find the right people to take part in your project. Most of the screeners I've seen over the years are not very good. So I wanted to talk about ways to desire screener to get what dribble looking for from a population. Here's what we're going to do. I'm going to show you a real will have screener that we use for a project and it's going to be blanked out. There isn't really a lot of boxes of data and information. But it will give you a sense of what kind of things the person making the full halls or two in the acronym screaming sees the very first page that pops up. When they see the spinner lands on the top. There's a section on once the overview of who we're looking for is in this particular project, it was all about finding Canadians of a certain height in specific regions of the country. For ID, I'll just add on a resume. Idea is meeting in-depth interviews. There's a list of the key dates for the project. Somewhere in English, someone I'm French. And then right on the front page, the spinner, there's a list of qualifications, some that penny one's screaming into one making phone calls can see right away who qualifies and who doesn't qualify. So in this particular scene, and we're looking for, Hey, people who are interested in participating, people who act to one of them further lives. Because if they don't want to be a part of it, they're prominent off the bitter if it respondents certain age range we're looking for on gender mix. So it was binary gender mix. And that acts and they disbanded. And this should expand this particular theater also Rubicam for people who are Parker non-sensitive industry sets that are illustrative for this situation, were any competitors of that clients? Anyone who works in that industry, works in advertising and marketing. We wanted and were chunk milk or dairy because that was the topic for that spinner. We wanted to know people who had to boot conditions. Because talking about a food product in the market research kind of setup. You don't want and talking to people who had aids, meat or mil, or have specific dietary requirements. Because they're probably not indicative that the general population. We want people who are engaged with the role that plays in their life. People who are primary shoppers or their household. We want it with children and people who were in urban and suburban mixes. People Gore articulates, and there are ways of granular affiliation questions, which we'll talk about as we go along in this particular section. But that's a huge part of its sphere. We were looking for pink rule that we were comfortable with field report it. I think it was either the coordinate at these settlements solute questions, but they're not because a lot of people, when you reach out to them, you'll doesn't yell, think par, and then you say, Oh, we might have a record of the life of note, please doubt. And so again, these are pieces of the puzzle then you have to really put together and you can't figure it out already. This project was for a project and food services industry in Canada. And again, it's just the example I'm using. And again, it's good, redacted and have taken pages out. It's on the second page of this he started seeing there's a bunch of photos by region, a bunch of pullers like household category of people who are really into milk right now that will grow out of mil, out of milk being unlit. They used to train Melbourne now they don't. Which again to this particular topic was a very interesting topic. That is clear starts, right? So that's all information up to this point that just designed for the person who's making the phone call to make sure they don't totally mess it up. Brand. Which and-a-half out. By mess it up. I don't mean like make the mistake up a little. I mean, you want to make sure that reminded people screaming over and over again what to do and why. Okay, then the screener intro. So this is where the person who's calling it starts in the bone vaults are speaking and they say, Hello, I am blank. Complex with their coats. And from whatever company in this case, it was the company that for this thinner plane, what this is plan a time and would you be interested in taking part? And basically that first five, so very interesting thing, bourbon interview. If someone things up by that point, the appropriate tone interests it. And so you want to be honest and upfront at beginning and say, Hey, this is what we're doing, why we're doing it. This is what's expected of you. It's a chance for your voice to be heard and will be used to help market and distribute this product. One part of this and a screener you always write from whenever someone's mouth and maybe put into terminating question. I don't mean deliberative slang. That's but I I actually kinda do on the next page. So it starts off by saying that again, these are just scripts that someone's reading, right? Instead is to keep this confidential. That's the important ones. You don't want someone taking part in something and then telling all their friends or putting it on Facebook or Twitter or Instagram or TikTok. Because that's just not cool. That's all the content we want to do. We'll want to be respectful or client's role in the process. But we also want to be really clear with potential participants saying, Hey, if you want to go in on, you got to keep this to yourself. And again, we do a bunch of collagen gel, new things along the way to make sure that someone taking part in a project is not going to be elaborate mouth from that to everyone and those actress in legal consequences along the way. Again, this feeders has been redacted significantly because I wanted to give them away kind of roots for months about. But there's a bunch of questions on basic class, gender, ethnicity, people add. So what they're going to answer. For this particular project, there were permanent aids for news that's only based MAC bacteria that was set by the client nullify. We're inclusive to everyone wondered wanted to be a ball if they qualify. But it's important to segment people out and to make sure that they don't, they aren't included all the time because you don't want representation of a certain group or underrepresentation or kind of a, you don't want to be talking to people for not indicative of the audience and leading to bind and plotted. On the left side a bunch dwarf criteria, right? More ethnicities stuff for industry stuff. You don't want people taking part in our research project and work in a field that can be a competitor. And you don't want people who are for advertising or marketing. So in the event to go into advertising and marketing and later on, you probably can take cartoon is Harvard's normally Crawley. You shouldn't take Carter reserves if you're part of the machine. And again, put this specific project, they wanted to make sure that people were I'm not working in the industry. Philip Taylor per household, and it's a simple screen also asked people, people generally lie about the ring. However, if you've made hurting Braun levels, it, It's a safe way of doing that. And then region reaching people live in, on the next slide, some more criteria that are potentially terminating criteria. So we've asked people to live with children under 18. It doesn't really matter what the answer would they answer yes or no. Was there any meeting regardless based in the corners. But if they prefer not to stay permanent, couldn't hear. The reason for that is if someone Dalton had before of coming and screener, they're probably not going to be forthcoming come up, Roger. And so that's just the way a fail-safe way of making sure that no one takes partner project because delta and give their opinions. Is it fair? Installed, be fair. This pointed much. There's this a balance, making sure you're getting the rank. She pleaded block into the right people to talk to him for it and project royal grocery software. That isn't my fault. And wellness African roots or attitudes. They have to agree or disagree with a specific number of things. The next slide, there's a whole bunch of ways that we ask people to respond to statements to 1.10 that allowed him to be bucketed to some extent into these make bullied categories setup. Right? So laps satisfied, opposed opposed to target, weeded out. But it's a smart way of making sure people weed out a little way. And we have these lines on the screen or the N line that says this is how many people we need so that if someone screaming beds, they can just share golf foxes and making sure that we're getting the written number of people. And on the next slide, you have bunch of questions around the types of products and by F and then specific brands. We've taken those brand names off this list that I can't show them to you. But pretty much everyone had to be aware and all of these brands and used thumb on them OPO we're using selling them a separate one particular brand which was to put a narrative as it was. I called them a Guzman. It's a brand that doesn't exist. So if someone said that they use this brand that doesn't exist, we terminated them because it's done real brand. The last person on the screen or I love. These are our acetylation questions, right? And this was a really simple one. Breakfast, lunch, or dinner. What's your favorite meal? You've been answered already. Want to answer it right? But we want to have screener the person making the phone calls were asked to record the response. Because the response to that question, you can see right away if someone's articulate or not, if someone just gives a long-run answer, breakfast. Okay. Why? I don't know. I like eggs and salt. A very good answer for him. But if there's say breakfast, well, it's the meal that I in the morning because it gives me energy for the day and allows me to interact better from my friends and colleagues. Okay, that's a good articulate answer. You can go on from that. And then on the next slide, we look at a bunch of things. So one is past participation. We don't want people who've taken part in lots of these kind of studies. Because if you use people over and over again, you can get professional respondents. You want to avoid that asking them again, I'm already interested in this. And then also too, they have that tech capabilities. It's a pretty basic bar like Dude applies Britain Internet. But if they don't, then they're going to be not very good at a Zoom call, right. And then they get an invitation and there's blood and into a schedule. Okay. So that's screeners. And that's one example of one type of screener. I believed the following. I believe that spirit should not be too long. I didn't get to really be careful to make sure that this here is only as long as it needs to be because everyone act things out on people calling them or things they ended up phone. And you want to keep it really sure that's been right, but it was a wall or a sphere. I find I like keeping spheres to undergo, bring up the possible. And you put through a readout questions towards the front end of it because you don't want to waste some of his time. And if someone gets it from an Asian question and they terminate, That's it. Say thanks. Without people could buy your Hangout or helping instruct the strike the people who do with bungalows notice x. Any questions? Let's be honest, this is online and hear your questions. But if you have questions, you can write in me and I'll answer. 4. SURVEY DESIGN: Okay, now let's talk about surveys. Marker researchers pull on cervix and their own Bartlett's survey questions. It's worth knowing what these type of questions are, what they mean. We're not gonna go too deep into them, but just a very cursory level. What kinds of questions are on surveys? So here are some almonds and surveying questions. Number one, open-ended question, we get some of them gland and let them fill in their answer. They are very hard to code, especially large number of people, but they can do a lot of information. You close that into the foot where someone's asked a question and they're given three or four forces are two choices. And that the tours and those are really easy to graph the word Brian and really easy to see what the answer is. But limited amounts and death and never closing an equivalent job, the economy honestly, the dichotomous nominal data that is just numbers, are multiple twists. So let's suppose question is, what is your favorites for a minute? A tar, e, K, T, T, the evidence. Okay. Then yes. Scale questions. You who rating scales you've ranked orders feels like Brookfield. Which of those wondrous 0-5 shoots a worm when you've semantic differential scale, these type of skill, it don't matter at this level is nice. But knowing that there are different types of scales you can use to understand data as important. This is a cartoon, abdominal tall. I like this cartoon because it illustrates that halo effect really well. It's also about adult way your readiness survey. There are some areas we want to watch out for. You want to make sure you don't have either of your questions as much as possible. The really difficult to make sense of, and maybe the either or do not include some of the variables people are considering for a specific toddler. That halo effect. We want to be aware also that in the textbook, but it's also something that is pretty well and make it a mother Curtin. You want it. The weird Act passed in as people might give out. How not one answer, but it isn't double negatives for your render function, you don't want to have double negative. Hypothetical questions are really dangerous as well because it's heartless. Say what someone like may think about an issue. They all are thinking about a little subset of that as future and ten questions they can be. But it's very difficult for someone to say what they will do in the future. And people like to build answer to that fashion. They might give you an answer of what they say they might do in the future. But then they moved on to it. And that's shown as well. They're all us to think cultural differences they can incur around teacher and Ted, right? Some people from various pollsters may be more unfunded or less inclined to give you a statement of truth to a future intent question. But fruitlessly replicatable. That means, and then it's provable. There also our order effects that can happen in a survey when you ask specific questions and give answers, that will give you answers back to, it pushes it will give you answers back to that. Maybe based on the way the questions are ordered. Survey design is a big M. And we don't have the time here to talk about that in detail. But it's something that needs to be aware of and something you should read about. Because there's not one word where the survey and give it a lot of thought to what you asked people and wide. Really hoping the long run. Also giving thoughtful what the responses are and how little it was foreign says and be used. 5. DISCUSSION GUIDES: Okay, Let's talk about discussion guides. You should always ask questions with the planet answers in your mind. When you're asking someone. Questions on discussion guide, you should kinda know what some of the things they might say bats and we're going to be, here's what it allows the structure interview in a way that's replicatable and allows them to ask them useful knowledge out of the way that the hazard for current active. When you're writing a discussion guide, when you're interviewing people, just talk and talk and say they're talking because you're finally get a piece of information out of them. You're trying to get a learning. And knowing beforehand what some of the potential answers and say are going to be really allows you to feel aligned with processed and ready with that. All good discussion guides are all about setting yourself up for good. Bromine. The word proven may or may not mean what you think of me, but the work probate and it's all about getting deeper understanding and more. When asked you that question in a discussion guide. And often this doesn't guide or focus group or an interview. I add up the Varian. I asked people to clarify things quite a bit. So the first part of probing request the lumbar region, right? I don't I don't know what you mean by that. You explain it to me again. Can you repeat it? Can you like, make it make sense to use your own words? Write, I like, I like actually playing the role of the person doesn't get it. And playing a bit dumb, whether a law and downward off. But in a discussion guide and a focus group and an interview, when I'm probing someone, I asked for elaboration on every single thing, it gets annoying. But it's really good. Requesting word association. So installing gives you an answer back. Give them a list of words, they can compare. You display it to me in one word. What does that mean? For what is this length? That's the way of others bounced and people towards a comparison request, clarification of an answer. So when someone asked him to do something to Python, explain Lindsay, can you clarify that? It depends on each individual interview. What they're facing is. But basically, whenever you ask a question, usually it's the person listening should expect like three or four probes for me or anything longer. Requesting a comparison of what's in life. This was a fruit or fruit would have been one is an airline, but no one would have beamlets is a carbonyl carbon being why? This was a piece of music. What music would it be and why it fits was a Katy Perry song was so many people. Why? It's probably last Friday. Although it could be firework. Even just skip the dessert. So I like requesting classifications, effects. I add, put, put things into buckets, put things into rooms. So while I'll say questions like, Is that good or bad? In very simple kind of binary responses, the live bucket things together. And the last way of probing that I like to use is what's called silent probes. And in the image on the slide, don't see that person may tell us that we're not as. But I feel so much so that you're writing a discussion guide. We're doing answers and questions and probing. Your faith is a tool himself. In a room by myself. It's difficult fillet tool of things, but but yeah, I made phases. I do it. I do it Hey, class and do it. And in business, I do with clients, but I definitely do with discussion guides. I definitely will use my eyebrows and my face and my mouth. My head tilting the silent probes or it's really effective. They don't get up much time. And you can see right away it's puffing and someone if they want to know more, I know that that was a good fix, but I feel a little spot here during a difficult method good base. Okay. So what does ovulated dissension diet, book club. I can make one out where I could just hit one that we've used for something else, blackout of unsold the mains and let's talk about, okay, so this is a real-life discussion guide and just thinking, just contexts and what it is. So the topic, the overall career is alcoholic beverage. Who is a new category, a new package for this new category. And they will for potential designs that the advertising agency was trying to test, right? So imagine whatever that protein is called, right? I don't know what it's called. Sino grid, right? There's four different kinds of sire. I don't think it was a celebrated regardless, there are four different types of packaging designs and they want to get a read from consumers. When they feel speaks highly, speaks. They want to get away from consumers all which one of these Papez designs speaks to them, the moms. Here's the first page in that discussion. Again, we blanked down a bunch of stuff here because it was removed in it relating to the client. But here's some things you should realize K. So it's a 30-minute discussion group for every one person at a time. And it's something called a car wash. The car wash through the research term. I don't know if it's used very often, but what it means is set up herself in one room. Can you bring in respond when every half an hour? Link a call? It's awake during these very quickly. And it allows you to analyze, to really get a lot of feedback, and not have to set up a room constantly. In this case, the room had a bunch of pack of the wall that we wanted people to respond to. Hence though, having a crow washroom. So it starts off and the person renews, in this case is someone like me. Hey, before we start, I want to let you know that this is more of an eraser. I don't work for any of these companies. We're going to show you how to do with them. If you're an author and I thought my feelings, I say they won't. I mean, whether someone likes or doesn't like something, that's okay. In good market research, used to walk in always with the client, kinda blinded. And it doesn't matter what the participants says, they may eat everything you show them that in itself is alerted. They need longevity of the shirt. And it's all but picked up corridor and really work it so that it works to keep you as the researcher, the most knowledge possibly have to make the good work good. The setup for this project was interested. We actually made an entire shelf of fake hands. So we have pictures of all the various hands as someone would see it. The wallet will liquor store a specific category. So there was like 50 cameras on on the cell. And the cell consist of a wall to wall like this. And they weren't asked hands, there's pictures of cans and everyone walked in was given. I think they would give it ten ships. And we told them that every ship would work. Tenant post-it notes. Every person that was $2 NIF to Alan Keith, their spend money wallpapers to work just based on the packaging designs and the package designs we should every single product in the category analysis of Hackbart. So these products were testing the four or five hands that we were looking at were part of that mix. But we didn't call them out at this point. We were in fixed to the sea off the bat. They were not. So the participants Gua can put their money. Where were they wanted to go? And then we sort of asked him questions. And the persons are all designed to understand why did they put their money. They are y naught, which is brands appeal to you. What's the packages that Elfman competition? And you can see with the first pro, awnings kind of thing is under each line based on the pattern. But as you see here, or these products is the one that he's the best, is the one most fun, is the one we're most curious about. The first option could be important well, and they determinants. Just to understand how these play out, we add finance gives me a hint line for each these products can knit picking up on, on the next slide. We actually have their scandalous go through that and start focusing deeply on the brand brass do testing. So we asked them to quickly draw that particular product because it was a brand new pen, a brand new packaging. And want to see what elements of it, stuff in someone's memory, maybe nothing. We asked them what did the package communicates to them. We showed them a bunch of other designs that the other three or four designs that This climb was potentially considering to see any, are these designs more or less effective? And eventually went through at the end and had them do a rank order of me like first, second, third, fourth of the four potential packaging designs for this client. And then we ask them in flat out, if you were in charge of marketing for this brand, which can would you go with package? Would you go there? Which was interesting because the head of marketing ambulance company was literally in the room with us for this whole vector xyz. And it's a car wash. So we'll go into this concept later. So we booked it out for days and we had people come in every half an hour. Same exercise over and over and over again. And you start seeing some consistencies, so similarities and differences. And it becomes quite useful. And on the next page, you see there are a couple more questions that are on put on them on this screen, on the screen, on the guy. Always open the floor for questions. Sure. Clients are gonna be out there in the room or in the backroom, want them to have their voice as well. And then I always have questions. Don't necessarily ask that they're on your page, has the moderators and know what potentially may come up. And those are just useful to have for you. Because during a focus group or an interview or a car wash or any of these things. Your mind goes blank hallways. And so knowing what you're talking about on paper is way better than knowing it in boys. Non Lewis and thought. Even now, everything gets shuffled. 6. HOW TO ASK QUESTIONS: How to ask questions. So always plan their questions and then dance. No way you're going to be talking about the forehand. Know the weight, then grow them in sequence into, into his schedule. But don't walk in blind. You should know everything you're gonna be asked in along the way. I like to think of it in terms of plan that cadence. So the way the questions come across or speed of question, where I'll linger over it in focus. The content of the question is, what should we be asking? What are the, what are you trying to find out? And even the creativity behind that. What's a creative way to ask this thing? What is it? What's something that will keep people engaged and excited? Creativity really can be used in research. And those who looked at research as being a very static business, get a totally wrong. You should know your purpose for all the questions you ask. Even though it's really fun. Didn't forget a stranger and talk to them for half an hour or an hour. Remember if you need bye the client and the end latency period there for a reason. And so instead of wasting time, it's one thing to use the time to get people more comfortable with you. But every single question you ask someone for a single row, but every single piece of information and carried out Ras. And again, that should always play in either directly or indirectly to the objectives. All too often see discussion guides throw off the rails because focused on things that aren't important. Every single thing you ash and play forward to detect and of the project. It can be an indirect association, but everything, whereas another person should be all about what's injective. So everything is a focus on communication. It's not just one person talking to someone else. It's a bathroom for us to talk and listen. And a good moderator knows when to talk to someone and when to listen to someone. I actually like using the 25% rule, 20% rule. I still going to be talking for London five-minutes. I've never a five-minutes. Most of what you do is good listening. Hey, you stretch them, Listen things as you go along. Because the route of your discussion to route a group rationally and meet saying based on the answers to them against you. And so I've been a two-dimensional kind of how not two-dimensional? Having a dynamic back-and-forth is very smart. It's essential. Always speak the same language. Classroom, listeners. Your listeners can be audience, your client side for me that people participate with you. It's more often than not that people use are participating when read the room, you can see when someone's getting bored or lean, Daniel's Linda, right? You can get a sense of how things are going as they go along on a lot of people who are Ramirez. And if you smile, some will smile back and you lean in, some a little lean back end. But all those subtle cues are really important to pick up on because they also will influence the demand of candor. Respondent has a queue as a moderator. It also plays coworkers, clients in the back room. Because if they see things are going well and people who leaned in and are excited and put sname nurse smiling and are reacting, are conversing width. They'll be more engaged as well. The biggest error that anyone makes it a focus group and discuss some guy interview is not using neutral burning. You want to make sure that all of the questions you ask someone else had a very tours thoughts. Why? Well, if you use the Logo language, you say, what's the best thing you ever did? What's the what's the worst delivered? Those kind of things. They're really bad because the imply automatically that person views it in the way of presenting that whatever the issues may be. So always do whatever you can to, to use neutral audience to not show your own personal feelings about a subject matter or an area that's been reserved. There's a thing called laddering. Labyrinth sounds very complicated. It's totally not. It's basically follow general questions with more and more specific questions. Right? So do you like foreign sin? Yes. To length formula one? Yes. Okay. Which team is repeated? Root ten. Okay. Which rivalries, their favorite driver. Okay? Which trap isn't favorite track, but that's a very bad example of Lateran, but you weren't a Latin. The things that always start broad and goes specific, right? Don't Ask her most specific question first because it doesn't allow you to learn other things though. By doing the general to specific route, you get a sense of how a person thinks about a topic or an issue. Hey, you got a sense of their knowledge, gaps in nodes level and specific narratives. It's a good idea. Remember that every single question that you asked and you focus on one thing, right? These things are called pocus brooms for a reason. Even though you may want to ask someone like 30 things about an issue, I always ask them one question at a time, focus in on one issue at a time. So in a good discussion guide, questions or scrotum and the specific quick. And you can bladder them up as you go along. But they always feel really, really specific. Only asked essential questions, things you actually need to know. When reading a guide, I always think to myself two winding to note this. If the answer's no, leave it out of the gut. I'm also a lot of the questions that you may have had told no office here. You remember how old someone is, you know, where they're from and know what they do. So don't ask it again. I only asked things that are really essential. What I've seen in workup gotten back is that some of the questioning ends up being really just kinda rod, intentional thinking and doesn't really have that specificity. And also that essential followed it. Only asked essential questions only as people who are participating in research. Since the accident me the answer for windy, it's nonetheless, don't interrupt people, let them speak. You rarely see a model river break into conversation, interrupt someone, even if they're saying something that's wrong. You don't want to sit there and not let our participant participate. So be careful when Margaret in the group, when writing a guide, when questioning, some were interviewing someone, not interrupt their thought process. You can play off that later on in the redirect as we go. But you want you want to let people share their thoughts, even if you don't agree with them. Especially if you're doing a peer with them. All of your transitions to be natural, you don't have to ask permission to go ahead. You will see a well verse moderator are well-versed researcher will just go into the next area. They weren't asked for approval from the group or the client. If you just go through it and be conscious, hi, because times a variable that doesn't go away right, half an hour to talk to someone. Once that app and I'll resend that person vaporizes, never see them again. So your transitions should be found snap tool and you don't have to ask, Hey, is it earned? If we go on? Is there a radically new to the next slide? I'll avoid aggressive questions. Your views on something maybe totally different than someone else's. They probably aren't perfectly indifferent. But you don't want to make someone cooked their guard and act not magical. So when you're reading and discussion guide, always avoid really aggressive questions, um, and don't force people to feel outside of their comfort zone too much. Because when our guard up, they're not very useful to talk to. So that was a pretty basic view of questionnaire design, both in terms of discussion, God, I was also in terms of screeners and surveys. Now though, I guess three things, screeners, surveys, discussion guides. If you have questions about this, please do not feel shy. Reach out and ask me, and I'm happy to discuss any of these topics.