登录查看更多内容

How can you use probing questions to get deeper insights from focus groups?

由人工智能和领英社区提供技术支持

Focus groups are a valuable method of market research that can help you understand your customers' needs, preferences, opinions, and motivations. However, to get the most out of your focus group sessions, you need to ask the right questions and probe deeper into the responses. Probing questions are follow-up questions that help you explore the underlying reasons, feelings, or implications of an answer. They can help you uncover hidden insights, clarify ambiguities, and challenge assumptions. In this article, you will learn how to use probing questions effectively to get deeper insights from focus groups.

此文章中的业界达人

由社区从 4 条内容中精选。了解更多

1 Why use probing questions?

Probing questions are essential for getting rich and meaningful data from focus groups. They can help you avoid superficial or vague answers that don't reveal much about your customers' perspectives. They can also help you discover new angles, nuances, or contradictions that can inspire new ideas or solutions. Probing questions can also help you build rapport and trust with your participants, as they show that you are interested and curious about their views and experiences.

添加您的观点

Gijsbertus J.J. van Wulfen

Innovation keynote speaker, Number One Thought Leader Design Thinking 2024, LinkedIn Top Voice helping you and your organisation, to become amazing innovators with keynotes, workshops, and a proven innovation method.
举报内容
The ‘ART OF ASKING THE RIGHT QUESTIONS’ is a hidden super power. In my role as innovation facilitator of 100+ innovation projects, I USE THE TEDI MODEL both in interviews and focus group settings. The right flow of questions can reveal a lot of information. But how do you ask the right questions? Somewhere I read about TEDI. -Tell me about… -Explain… -Describe for me… -If you were x, then what would be your thoughts on y? I like to expand it to TEDI+, as it’s even more powerful when you dare to ask the ‘Why…? Why …? Why …?’ question frequently to dig deeper. Spend 95% of your time exploring the right problem, EINSTEIN advised us ???.

已翻译

赞

2 How to prepare probing questions?

Probing questions are not scripted in advance and instead arise from the conversation and context. To prepare for this, you should do research on your topic, target audience, and objectives. Additionally, it is beneficial to become familiar with common types of probing questions, such as clarification questions that help you understand what the participant means by a certain word or phrase. Elaboration questions can help you get more details, examples, or stories from the participant. Justification questions enable you to understand the reasons behind the participant's answer. Comparison questions help compare and contrast different options or experiences. Finally, implication questions explore the consequences of the participant's answer.

添加您的观点

Harish Devakumar

Operations |TPM Lean Six sigma Technical capability building|
举报内容
Probing questions arise when you have subject depth and width. It arises when facilitator is able to add either depth or width based on participants response

已翻译

赞
Aditi Garg

Consumer Strategy expert | Foresight & Futures Analyst
举报内容
This talks about clarification, justification,comparison, implication type of questions. Probing is a type of technique in focus groups. It is an integral part of focus groups and what makes qualitative research answer the why better than quantitative research. More than the questions, the ladder to the answer, the technique is important. In quantitative research- it's always the question that's most important but in qualitative it's the way you probe to get the answers. I like the type of questions given here- it's more like a framework/checklist for a quality check for your qualitative questionnaire.

已翻译

赞

3 How to ask probing questions?

Probing questions should be asked in a respectful, open-ended, and non-judgmental way. To ensure effective questioning, avoid leading, biased, or closed questions that suggest a desired answer or limit the range of responses. Additionally, refrain from interrupting, cutting off, or dismissing the participant's answer. Instead, actively listen to the response and acknowledge and validate it before asking a probing question. You can also use verbal and non-verbal cues such as nodding, smiling, or saying "uh-huh" or "I see" to encourage further discussion. Here are some tips on how to ask probing questions effectively: use a friendly and conversational tone; use the participant's own words or phrases; use open-ended prompts such as "how", "why", "what", "when", or "where"; use follow-up probes such as "and", "then", "so", or "because"; use silence or pauses strategically; and use probes sparingly and selectively.

添加您的观点

4 How to analyze probing questions?

Probing questions can generate a lot of qualitative data from focus groups, which you must organize, code, and interpret using tools such as transcripts, notes, audio recordings, video recordings, or software. To do this, you should first organize your data by grouping it according to themes, topics, or categories. Then code it by assigning labels, keywords, or symbols to identify patterns, trends, or relationships. Finally, interpret your data by summarizing, synthesizing, and explaining the meaning and significance of your codes. This could involve identifying main insights, issues, or opportunities; comparing and contrasting different perspectives; or drawing conclusions and recommendations.

添加您的观点

Kelly Jackson, MSHRM, MSADE

Your team needs someone whose passion drives them to find answers.
举报内容
I took a class on abuse and neglect from the state. One technique they showed us was called 'cutting through the bologna'. This is literally where you continue with a line of questioning and 'slicing' each question with more or less parameters depending on what you are searching for. Some might call it 'widening the net'. The idea is to catch something that might have been missed with generalized questions. The answer to a simple question could change if the question is asked with more details. I use the 'cutting through the bologna' with my kids and family. When everyone starts talking at once, and even the dog doesn't know what is going on, a calm, firm voice of reason with a clear question will get better results.

已翻译

赞

5 How to report probing questions?

Probing questions can help you communicate and demonstrate the value and impact of your focus group research. To report your findings effectively, you need to present your data in a clear, concise, and compelling way. You can use various formats and media, such as reports, presentations, dashboards, or infographics. For example, you can use visuals such as charts, graphs, images, or quotes to illustrate and highlight your key points. Additionally, stories, narratives, or scenarios can be used to contextualize and humanize your data. Moreover, recommendations, actions, or next steps can be used to show the relevance and implications of your data. All of these tools can help you effectively communicate the value and impact of your focus group research.

添加您的观点

6 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?

添加您的观点

Market Research

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

How can you use probing questions to get deeper insights from focus groups?

1

2

3

4

5

6

1 Why use probing questions?

2 How to prepare probing questions?

3 How to ask probing questions?

4 How to analyze probing questions?

5 How to report probing questions?

6 Here’s what else to consider

Market Research

给文章评分

感谢您的反馈

更多Market Research相关文章

更多相关阅读内容

How can you use probing questions to get deeper insights from focus groups?

1

2

3

4

5

6

1 Why use probing questions?

2 How to prepare probing questions?

3 How to ask probing questions?

4 How to analyze probing questions?

5 How to report probing questions?

6 Here’s what else to consider

Market Research

给文章评分

感谢您的反馈

查看其他技能