InfoSearched
Published -
- August 5, 2019
- 1:39 pm
When firms do marketing research there are a lot of questions they need to ask themselves as well as a few questions they want to make sure they never ask their clients.
Here we go through the three most important questions to ask when you are doing marketing research and three questions you should never ask.
What are some of the negative consequences that can result from asking the wrong questions during marketing research?
Marketing research is an integral part of any business strategy, as it helps companies understand their customers’ preferences, opinions, and behaviors. However, there are some questions that should never be asked in marketing research. Asking the wrong questions can lead to biased or inaccurate results, which can ultimately harm your product or service’s success. Here are three questions you should avoid when conducting marketing research:
1. Have you ever heard of our brand before?
This question might seem innocent enough, but it can lead to biased results and false assumptions. Participants may answer yes, even if they have no real knowledge or experience with your brand. Conversely, if they’ve never heard of your brand, it doesn’t necessarily mean they won’t be interested in your offering. Instead of asking this question, focus on questions that provide more insightful feedback, such as ‘what factors matter to you when purchasing a product or a service.’ This type of question would provide valuable feedback on what consumers value, their purchasing behavior, and their expectations of a product, independent of any brand association.
2. Would you buy our product?
Asking participants if they would buy your product can lead to misleading answers. People may say yes to please the researcher or because they believe the product makes sense theoretically. However, this doesn’t necessarily mean they will purchase it in real life. Instead, ask participants about their past behavior or their likelihood of buying a similar product. For example, you can ask, “when was the last time you purchased a similar product,” or “what features are essential for you when purchasing this type of product.”
3. What do you think of our logo/brand?
Your brand is an integral part of your business, but asking consumers to give their opinion may not provide the feedback you need. The opinions of a small sample could be misleading, leading you to draw wrong conclusions. As Henry Ford once said, “if I had asked people what they wanted, they would have said faster horses.” Instead, focus on questions that provide comprehensive insights into how consumers make purchasing decisions. For example, you can ask, “which factors are most important to you when considering a purchase,” or “which particular aspect of the product or service would you like us to improve?”
In conclusion, marketing research should be conducted with care and precision. Questions that lead to biased or inaccurate results can ultimately harm your company. So, when designing marketing research questions, focus on providing comprehensive insights into consumers’ behavior and purchasing habits rather than on brand association, theoretical preferences, or brand opinions. By doing so, you can ensure that your marketing research effectively meets its objectives and helps you stay ahead of the competition.
