“Barbara, why do you only have 1 child?”
I sit up straight. My eleven-year-old daughter’s friends want to interview me.
“What’s your favorite color?” – Black
“What’s your favorite dish?” – A lot, especially salad
And then that question. I run into resistance and cut the interview short.
And then that question. I run into resistance and cut the interview short. Strangely enough, as a marketer or policy maker, you can also learn from this example. If you’re doing customer interviews yourself, sometimes it’s wise not to ask that WHY question. Or put it differently (and that ‘but’ certainly not 😉). So that your customers do not react defensively but answer openly and honestly why they do or do not do something. And inspire you to make improvements in the customer process and to launch innovations.
Read more about what moderation training can do for you and your marketing team at www.goodquestion.nl.