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.