Page 97 - The EDIT | Q1 2017

Thoughtleader
Here are 5 ways we strive to ask better questions:
1. Talklikeahuman
In surveys, ask questions in a humanistic style, with answers that real humans would respond with. So instead of “On a scale of 1-10, how much do you like or dislike this?” give them a spectrum of real feelings to choose from, starting with “I love it” all the way down to “I hate it.”
2. Eliminatebiasandassumptions
Don’t lead the witness by asking “What’s the most important feature in this product?” (maybe no features are important). And always give them the option of “Don’t know” and writing in “Other” answers. Forcing people to pick an option they don’t truly believe is a great path towards a faulty strategy.
3. Getcreative
Asking people to use metaphors and pictures to answer questions gets them out of their rational logic zone and can unearth latent attitudes, emotions and beliefs they might not otherwise be able to articulate.
4. Askfewerquestions
It’s shocking that 15 minute surveys still exist — they should be 10 mins or much less. Even micro- surveys containing just 5 questions can hold incredible value. Be ruthless in your selection
of questions to include. It’s better to go deeper on one topic than “mile wide, inch deep” across many.
5. Don’taskquestions...
Just observe: Sometimes it’s better to just keep quiet and watch people perform tasks — whether it’s using a website or shopping for a new laptop. This lets you study their body language and nuanced behaviours more closely, which you can then ask about later.
When we’re young, asking questions comes naturally: think of the 4-year-old in your life who can’t stop asking zany questions: “Why is the sky blue? Where do all the birds go when they die?” In fact, companies would do well to have a 4 year old
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THE EDIT ISSUE 05 | Q1 2017