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How can you make sure your market research questions are clear and easy to understand?

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Market research is a valuable tool for understanding your customers, competitors, and industry. But to get reliable and actionable insights, you need to ask clear and easy-to-understand questions. How can you make sure your market research questions are well-written and formatted? Here are some tips to help you avoid common pitfalls and improve your question quality.

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1 Avoid leading or biased questions

Leading or biased questions are those that suggest a certain answer or influence the respondent's opinion. For example, "How much do you love our product?" or "Don't you think our competitor is overpriced?" are leading questions that can skew your results. To avoid this, use neutral and objective language that does not imply a preference or judgment. For example, "How satisfied are you with our product?" or "How do you compare our product with our competitor's?" are more balanced questions that allow the respondent to express their own views.

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Ryan Paul Gibson

I help B2B teams run buyer interviews that don't suck / Founder @ content lift ??
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One of the easiest ways to avoid leading questions. Is to take a narrative or timeline approach to questioning. For example, if you can ask" "Let's go back to the moment you decided to prioritize the budget for solving problem X, what happened next?" After they respond, follow up with "And then what happened?" This forces you to not interject any bias or opinion into your questions. Instead you are collecting statements of fact and actions.

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2 Use simple and precise language

Simple and precise language is essential for making your market research questions clear and easy to understand. Avoid using jargon, technical terms, acronyms, or vague words that may confuse or mislead your respondents. For example, "How often do you use our SaaS solution?" or "How do you rate our UX design?" are unclear questions that may have different meanings for different people. To improve them, you can define your terms, use examples, or use more specific words. For example, "How often do you log in to our online software platform?" or "How easy or hard is it to navigate our website?" are more clear and precise questions that reduce ambiguity and increase accuracy.

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Ryan Paul Gibson

I help B2B teams run buyer interviews that don't suck / Founder @ content lift ??
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Simple and precise language is especially true when interviewing people. Complex questions can confuse people or they feel compelled to answer and make up answers. Stick to questions that are straightforward.

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?? Lori Walker, MMR

Research Strategist and Leader, Championing an Inclusive World, Doctoral Candidate ?? RIVA Certified Master Moderator
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Another check is to ask yourself how will use or display this information once you get it. Visualizing results helps to polish the question.

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3 Choose the right question type and format

The right question type and format can make a big difference in how your respondents answer your market research questions. Depending on your research objectives and the type of data you want to collect, you can choose from different question types, such as open-ended, closed-ended, multiple choice, rating scale, ranking, or matrix. Each question type has its own advantages and disadvantages, so you need to consider the trade-offs between the depth and breadth of information, the ease and speed of response, and the analysis and interpretation of data. For example, open-ended questions can provide rich and detailed insights, but they are harder to answer and analyze. Closed-ended questions can provide quick and standardized data, but they may limit the range of responses and miss some nuances. You also need to pay attention to the format of your questions, such as the order, length, wording, and layout, to ensure they are consistent, logical, and easy to read.

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?? Lori Walker, MMR

Research Strategist and Leader, Championing an Inclusive World, Doctoral Candidate ?? RIVA Certified Master Moderator
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Well, these days we use AI to help us analyze open-ends, so I am not sure it's as much of a concern anymore. It helps to get to insights quicker.

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4 Test and refine your questions

The final tip for making sure your market research questions are clear and easy to understand is to test and refine them before launching your survey. Testing your questions can help you identify and fix any problems or errors that may affect your data quality and validity. You can test your questions by conducting a pilot survey with a small sample of your target audience, asking for feedback from experts or colleagues, or using online tools or software to check for readability and clarity. Based on the results of your testing, you can refine your questions by making adjustments or revisions to improve their performance and reliability.

By following these tips, you can make sure your market research questions are clear and easy to understand, and get better insights for your business decisions and strategies.

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?? Lori Walker, MMR

Research Strategist and Leader, Championing an Inclusive World, Doctoral Candidate ?? RIVA Certified Master Moderator
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Probably the most likely place for mistakes is making sure responses to closed-ended questions are both mutually exclusive and exhaustive. This is where testing comes in but also logic. Also if you aren’t sure you’ve got everything covered, an “other with specify” helps to capture things you haven’t thought of.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you make sure your market research questions are clear and easy to understand?

1

2

3

4

5

1 Avoid leading or biased questions

2 Use simple and precise language

3 Choose the right question type and format

4 Test and refine your questions

5 Here’s what else to consider

Market Research

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How can you make sure your market research questions are clear and easy to understand?

1

2

3

4

5

1 Avoid leading or biased questions

2 Use simple and precise language

3 Choose the right question type and format

4 Test and refine your questions

5 Here’s what else to consider

Market Research

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