Which is the best example of a strong research question?
Qualitative research is a powerful tool for gaining deep insights into people's thoughts, feelings, and behaviours. To get the most out of it, brands need to ask the right questions. But which is the best example of a strong research question? We know people want us to give an example of a good qualitative research question, so here's how we think about that.
"Your objective at the beginning, middle and end is quite different," says Isabelle Landreville, president and chief insights seeker at Sylvestre. & Co.
Building rapport at the beginning
The start of a focus group or interview is all about making participants feel comfortable and building a connection.
"At the beginning of the group, you do want to build rapport," Isabelle said. "You want to make them feel safe."
One way to do this is by injecting humour into the conversation and showing humanity. Isabelle suggests asking participants to summarize themselves in one word, then probing deeper.
"Someone might say, 'Oh, I'm busy,'" Isabelle explains. "I'm like, oh, but is that who you are? They're like, 'no, that's what I am. That's what I'm doing.' Okay, so who are you? If your best friend were here, and I asked your best friend the same question, what would they say?"
Jordan Brown, senior resident storyteller at Sylvestre & Co., says not to be afraid to go off-script if it helps build rapport.
"If someone brings something up, indulge in it, even if it's off topic," he says. "Sometimes, if someone answers something, you'll probe and say, 'Oh, explain more. I love that.' I find that the respondent might feel a little bit more open."
Getting to the core with context-setting questions
Once participants are warmed up, it's time to focus on the meat of the discussion.
Isabelle recommends starting with questions that ground the conversation in a specific context.
"I love starting in the middle where your core objectives are going to be met," she says. "I love starting with 'Okay, so let me take you back to..."
Broader questions - instead of narrower ones - ground someone in a specific setting or point in time to discuss a specific topic. For example, instead of asking a general question about morning routines, take participants back to a specific morning.
"What was happening yesterday morning?"
"I was getting up, was going through my morning routine and good thing the automatic coffee maker was doing its job already. I needed that and the caffeine was welcome."
That conversation can now dive deeper into morning routines and what products are a part of it and identify areas where new products could fill a void.
Probing for deeper insights
As the discussion progresses, it's important to probe for deeper insights and explanations. Jordan notes that this is where it's okay to disrupt the flow of conversation to get the answers you need.
"I find that probably in the middle part, that's where a bit of the nitty gritty has to happen," he says. "This is also where it's okay to break the flow of conversation because you need that answer. This is where you could ask them to explain why. You can ask them to explain the feeling."
Rephrase "why" questions to avoid putting participants on the defensive. For example, if someone says they prefer a product because it's blue. Don't ask why. Ask what blue means to them in that context. That kind of questioning helps find the underlying reasons behind their preferences.
Wrapping things up
As a focus group session winds down, the moderator may suggest introducing some unplanned, open-ended "wildcard" questions. At this later stage, after the core topics have been thoroughly explored, such unexpected queries are less likely to significantly bias or unduly influence participants. Instead, they can inject spontaneity and allow for amusing or insightful tangents that may have been missed with the predetermined line of questioning.
The moderator could also use this final stretch to re-confirm any key takeaways with the participants and ensure the observation team shares a unified understanding of the findings.
Essentially, the facilitator can strategically loosen the reins near the end of a productive focus group to uncover any missed perspectives through impromptu prompts while still maintaining overall cohesion across the research team. This balanced approach allows for both structured data gathering and spontaneous insights.
The takeaway
Crafting the perfect qualitative research question is about creating opportunities for learning and insight. It requires a balance of structure and flexibility, rapport-building and probing, context-setting and wildcards. Approach discussions with a clear sense of objectives and timing, leaving room for the unexpected. This way, researchers can unlock deep understanding and actionable insights from their participants.
It's all about seizing opportunities. And with the right mix of preparation and spontaneity, those opportunities are endless. By understanding which is the best example of a strong research question, researchers can create more effective qualitative studies and gain valuable insights.
