How do you align your research questions with your study's objectives?

It's important to clarify the purpose of your research by answering the question "what do I want to achieve with this"? That said, the purpose should be as specific as possible so the research goals are SMART. Additionally research goals should be limited to a maximum of 5.

When you get the request for research there are likely to be business goals and research goals listed. Don't focus on the research goals, focus on the business goals. When you get to the "So what" of the project you can write the correct questions. The "So What" is what they are actually trying to do with the research. Be more than an order taker and survey writer; instead, focus on the strategic and tactical changes the team is trying to make. This will lead you to write questions they may not have thought of or include attributes that make all the difference.

To align research questions with your study's objectives, first, clearly define your objectives, as clarity here guides impactful questions. Each question should probe an aspect of your objectives, ensuring your study remains focused. For instance, in marketing at AV Group, if your objective is to understand consumer behavior towards a new gem collection, your questions should directly relate to consumer preferences and purchasing decisions. Regularly review your questions with your team to ensure they stay aligned with your study’s goals as you gather new insights.

Aligning research questions with study objectives is essential for a focused investigation. Start by clearly defining your objectives, then craft research questions that directly address these goals. This ensures your research stays relevant and targeted, providing actionable insights. Continuously refer back to your objectives when refining questions to maintain a strong connection between what you aim to discover and accomplish. This approach enhances research quality and ensures findings are applicable to your goals.

One thing I've found helpful is ensuring your logic is clear. Will the questions contribute to the goals? Sometimes the questions are great to answer but do not align with the research goals.

When you are designing questions remove all of your pre-existing knowledge and write from a space of curiosity. This will prevent you from writing questions that respondents don't understand. For example, If you use the term "modern" when discussing home design, what does that mean? When I approached a survey with no assumptions I realized we had built in the assumption that modern meant neutral colors and sharp lines. Which explained why there were idiosyncrasies in the results of prior results. I took a new approach and discovered the customers we were talking to meant "updated" and "tech-enabled" when they said, "Modern." They did not mean what the designers meant, which lead to a new strategic approach.

Feasibility can be related to time or audience. Will your respondents understand the questions? For example, if you are doing a study among children under the age of 9, can they understand the concept of the question? This is beyond the words you use, they are not developmentally able to understand abstract ideas. Then there is time: One approach I take is writing all the questions that would answer every objective needed; there are also questions that lead in's to the relevant questions. If you have a 10-minute survey, you will often have to go back and review where to cut. This may mean going back to the client and asking to prioritize objectives.

DON'T FORGET THE FLOW: When you are writing questions make sure they flow. That you are not asking something early that will influence later questions, and that you aren't hoping all over the place. Lay out all your questions and read them like a story. Do they flow naturally? Do you end with the "big action"? This can help your respondents finish the survey.