Last week we got together with some other curious people at a meeting of the QRCA. Our colleague Elizabeth Jenkins from Threads Research was talking about a particularly enjoyable project she had worked on, and it sparked a train of thought that led to today’s blog. The gist of our discussion was this: if you want research that delivers a deep, rich tapestry of insights, ask fewer questions, not more. In fact, some of the best results we and our colleagues have uncovered were the result of working with clients who were able to distill what they really wanted to know into a single question. That’s right, one. So, if you’re searching for a big answer, look first for the one fundamental, over-arching query that lies beneath that laundry list of things you think you want to know about. If you can express it, you’ll be on track for some real meaning.
Megann and Steve