How many research questions should you have?
We can't get answers without asking questions. But how many research questions should you have? Ask too few, and you might not gather enough insights to draw meaningful conclusions. Ask too many, and you risk overwhelming participants and wasting precious time. So, how many research questions should you have? What is the magic number? Is there one? Probably not, but let's unpack that.
It's not about the number
First and foremost, the number of questions isn't the most important factor to begin with.
"It's not about how many questions," said Isabelle Landreville, Chief Insights Seeker and President at Sylvestre & Co. "It's more about how much time do I need to spend with people to reach my objectives?"
Instead of focusing on a specific number, we think about the discussion in terms of sections.
We divide the discussion into three sections. Each section should last approximately five to 10 minutes, depending on the specific needs of the research. In real-time, we allocate about 10 minutes in the beginning to set expectations and roles. We use this time to explain what will happen during the session, what participants can expect, and our roles as well as theirs. This initial period also allows us to build rapport and create a friendly atmosphere.
At the end of a session, we use buffer time, approximately 10-15 minutes, for any last-minute questions or probes. This allows people to have their say and gives us the opportunity to address any final questions from the backroom. This time is crucial for wrapping up the discussion and ensuring we have covered all necessary points. It also provides us with a bit of flexibility if there are a lot of probes or if something unexpected happens during the session that requires additional time to address.
Timing is everything
Rather than getting hung up on the number of questions, focus on timing.
"It's about making sure you're covering everything you need to in the allotted time," she says.
This means being strategic about how you structure the discussion and how much time you allocate to each section.
Once participants are warmed up, it's time to dive into the core of the discussion. This is where you'll want to spend the bulk of your time, asking context-setting questions and probing for deeper insights. "I love starting in the middle where your core objectives are going to be met," says Isabelle. "I love starting with Okay, so let me take you back to... I hate questions that are super precise from the get-go. They don't funnel. They don't ground someone in a specific setting or point in time to talk about a specific topic."
As the discussion winds down, you can start throwing in some wildcard questions and closing any loops.
Quality over quantity
While timing is important, it's not just about how much time you spend asking questions. It's also about the quality of those questions. It might be necessary to disrupt the flow of conversation to get the answers you need.
"I find that's probably in the middle part or as we're getting further into it," said Jordan Brown, Resident Storyteller at Sylvestre & Co. "That's where a bit of the nitty gritty has to happen. This is also where it's okay to break the flow of conversation because you need that answer. This is where a devil's advocate can come out. This is where you could ask them to explain why."
Balancing structure and flexibility
So, if there's no magic number of questions, how do you ensure you're covering everything you need to without overwhelming participants? Find the balance between structure and flexibility.
Crafting the perfect qualitative research question is about creating opportunities for learning and insight. Approach discussions with a clear sense of objectives and timing, but still leave room for the unexpected.
This means having a general roadmap for the discussion, with key topics and themes to cover, but also being open to going off-script if something interesting comes up.
"If someone brings something up, you're not afraid to indulge on it, even if it's off topic," says Jordan. "A lot of people might be like, Okay, this is not in our review. I can't ask about his weekend. We don't care about that kind of thing. But sometimes, if someone answers something, you'll probe and say, Oh, explain more. I love that. Even if it doesn't help the research, I find that the respondent might feel a little bit more open."
The role of objectives
Ultimately, the research objectives should guide the number of questions you ask. What do you need to learn from this study? What insights are you hoping to uncover? By keeping your objectives front and center, you can ensure that every question you ask is purposeful and contributes to the overall goals of the research.
"I think your objective at the beginning, middle and end is probably quite different," notes Isabelle. "At the beginning of the group, you do want to build rapport. You want to make them feel safe. Once participants are warmed up, it's time to focus on the meat of the discussion. I love starting in the middle where your core objectives are going to be met."
This might mean asking more questions in some sections than others or spending more time probing on certain topics. It's not about evenly distributing your questions throughout the discussion, but rather making sure you're getting the information you need to meet your objectives.
Final thoughts
At the end of the day, when it comes to how many research questions you should have, there's no one-size-fits-all answer. It depends on your objectives, your participants, and the time you have available.
With the right mix of preparation and spontaneity, those opportunities are endless. So don't get too caught up in the numbers. Instead, focus on creating a discussion that is engaging, insightful, and, ultimately, helps you meet your research objectives.
