‘How do you know what to ask to get the insights we need?’. This is the number one area new clients are usually curious about.
In the world of market research, asking the right questions is key to unlocking valuable insights. The journey to consumer insights begins with a fundamental understanding that the questions hold the power to shape the narrative, leading toward actionable findings.
The order of the questions is another part that you shouldn't neglect. The sequence of themes and questions can influence the flow of discussion, impacting the depth and quality of the insights.
Whether seeking to gauge consumer preferences, understand brand perceptions, or uncover emerging trends, the formulation of discussion guide becomes an art form—one that requires a deep understanding of both the industry and the target audience.
To assist you in navigating this landscape, RemCal Insights shares our ‘secret formula’ on crafting insightful questions for customer interviews.
Consumer understanding
First things first: you need to know what your customer sees, hears, and feels.
Without a profound understanding of your customers’ current life stage, their routines and key motivations to start their day you won’t uncover the values that guide their decision-making processes.
This is often the hardest part for customers to open up about, but the most important. It takes the right questions and the right tone to get the insights. This is the area that RemCal Insights truly excels at.
Category understanding
Once consumers let you enter their world, dive into their relationships with the category and their expectations from the brands.
The crucial aspect here is to go beyond the functional aspects. While learning about product features that consumers expect from brands in the category may sound like an easy way to get your insights, you’ll know what’s hidden beneath the surface only if you reveal what emotions the category evokes in consumers and what part the product or service plays in their routines.
Again, the formulation of the questions is key and not as simple as, ‘How does this product make you feel?’
Path to purchase
Understanding where you can find your customers is always great.
Understanding the steps your consumers take before deciding to make a purchase and identifying the sources they turn to for information about products or services is what really helps solve the missing pieces of the puzzle.
Competitive landscape
Gain insights into what consumers think about key players in the category.
Understand consumers' thoughts on different brands and identify which ones align with their needs for products or services in the category. This understanding may help benchmark your brand against competitors.
Brand opportunities
What makes consumers keep looking for the best product? What is their ‘holy grail’ in the category?
Ask your consumers which of their craziest (and more realistic) needs aren’t met yet. This will help you mark new areas for brand growth and development.
Remember, the questions you ask always shape the insights you gain.
We ultimately look to empower our clients to create engaging discussions with their key stakeholders. It’s when you push beyond the obvious questions that the magic happens.