Questionology
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1 Questionology The 7 Dos and Don’ts of qualitative interviewing
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Transcript of Questionology
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QuestionologyThe 7 Dos and Don’ts of qualitative
interviewing
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Do: learn how to listen. Follow Julian Treasure’s RASA model:
Receive
Appreciate
Summarise
Ask
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Don’t: follow a rigid set of questions (that are research
objectives) – you won’t get the anwer you need.
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Do: ask people their stories – it’s the best way to understand decision making and significant experiences
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Don’t: ask people about their future behaviour – they are poor
predictors of how they will act in the future
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Do: ask respondents about how their peer group is likely to be
behave in the future – we are all better predictors of other people’s behaviour (and will reveal insight into our own ‘social’ thinking too)
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Don’t: ask people to explain their own decisions. (They aren’t reliable witnesses and will post rationalise)
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Do: ask people what they were weighing up or thinking about when they were making a decision – that reflects how our brains work better
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Don’t: ask people to talk about a store or service experience in terms of
your metrics – like price; service; value; quality – that’s not how people
think…
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Do: ask people to talk you through their experience, this will help you understand what matters to them
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Don’t: ask people to make big mental switches in one interview: one
topic at a time – otherwise you will break them
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Do: prime people in an interview so they can mentally locate
themselves: do shopping interviews in a store or after visiting one, a cooking
interview at home…
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Don’t: keep people in the dark about the purpose of the research – they will second guess it and ‘edit’
their answers if you do this
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Do: Rehearse people in creative exercises or the imaginative thinking
you want them to do in an interview – it will build their confidence and
deliver better results
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Don’t Just do group exercises in a focus group, switch between private and group responses to explore how
ideas travel in a group
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Do Think about Qual Street when you want better answers to your
business issues.
