According to the Southern culture lyrics on the Skids song, we are all back again looking for the truth and some pointed boots and maybe a few snack crackers.
There is only one way to find out what your market really thinks and they will go out there and ask them blankly. Sounds simple doesn’t it? Put together a set of questions, gather your market, go through the list as scientifically as possible, hurry home, analyze the answers you get, and then use all that information to improve your product, improve your services, and send your business into the stratosphere.
Easy? Except it’s not. Of course not.
The only way to find the truth is to ask
If this was just a simple case of asking the right questions (which they are) and objective analysis (which they are), then the problem would arise. The fact is, your market is geared to lie to you. Even if they are the nicest people in the world, they are simply too hot for misinformation to answer your market research questions. They do not intend to do so, they are not malicious. It’s just the way things work in the human world.
To sum up everything else, many businesses too often ask the wrong questions or ask them the wrong way. Some are so driven to sell their product that they do not understand that they are using a Q&A session to promote themselves, rather than finding valuable information that can help them provide a better service. Others simply do not know how to dig deep enough and find information gold that will make a big difference. In short, the questions are difficult.
Ask the right questions?
You may not be surprised to learn that many businesses will ask only those questions that give them the results they are looking for. That’s understandable – if you’ve been selling a product for a while, all you really want is a guarantee that you will get along well and your customers love what they have to offer. Unfortunately, this approach to your business gives you nothing but a lesson in treading water.
Asking something is almost as important as what you ask. This is another easy trap to fall into. Businesses can load questions so that the people being asked are pushed in a certain direction.
What you really need to do is give yourself as many chances as possible to get detailed, truthful answers. It’s not easy, but it can be done. These answers will be more useful to your business than any number of distorted responses you have gathered because you have not thought properly about your approach.
There are several reasons why the market will lie to you
Ask most people a question and they will do their best to provide the right answer. They want to please you and people who like to please are more likely to give the truth, the whole truth and nothing but the truth. They are more likely to tell you exactly what you want to hear.
Let’s say you come across as passionate about your product or idea. If the person you are talking to takes care of it, they are more likely to catch your bug and try to complement your enthusiasm by providing positive responses.
Conversely, if you enter the Q&A with less enthusiasm than a raccoon in a dishwasher, then you will get exactly the answers that match your mood.
People don’t like to be ashamed. Ask them a question and they will probably answer how they think they should. For example, if you ask how important it is to grow a home, good old-fashioned American products might say: Heck Yes! They are very important to me & # 39; . What is most important to them may be how cheap and easy the product is. In other words, they don’t care where it’s made if they can get a settlement.
A few more reasons why people in groups lie
You may think that you will find a better broad good answer to your questions if you have groups rather than individuals. Unfortunately, the answer to that is not that you won it. Groups have their own dynamic, and depending on the type of people the Bible teaches in one place, the answers can be greatly skewed to reflect the Holy Bunny mentality. You can also have a situation where one or two people lead the group and influence what others say or agree, all of which preclude a rational evaluation of the data.
How to dig deep with the right questions
Market research questions must be as straightforward and open as possible. It’s about allowing a person to speak freely, not giving them loaded questions that push them in a certain desired direction or leave them feeling they have to answer a certain way.
Remember, we are the truth here, not a confirmation of the quality of your product or service. You should ask questions such as:
Tell me more about it …
I wonder how this (problem) affects …
· Help me understand how this (preferred solution) would matter …
· What would happen if you could …?
· What would happen if you couldn’t …?
What in the perfect world would you want instead?
How will this change?
Conversation testing is hard to master, but the more brilliant the news, the more expert you are.
And don’t forget: Words can mean a lot, but they can also have those non-verbal communication cues that can encourage you to dig deeper through a particular line of questioning. Get used to recognizing and understanding these signs, and you can add a good deal of strength to your market research and final results.
The art of being objective
Finally, it’s not just your market that can be misleading. You as a market researcher can equate your own expectations and prejudices, distorting the data even more. You can have all the right questions and the right way to ask yourself in the world, but if your data assessment is wrong, then this can lead your business in the wrong direction at the last minute.