Thomas Berger said it best: “The art and science of asking questions is the source of all knowledge.” In market research, this is an axiom we follow every day—but often, we neglect one of its implications.
Most market research focuses exclusively on posing questions and collecting answers. While undoubtedly valuable, sticking exclusively to this strategy neglects a substantial pool of knowledge. Collecting data on the questions users have about a given product, company, or feature can provide a substantial advantage over traditional, answer-only market research.
Perhaps the ‘average’ person, taken as an individual, won’t ask the most insightful questions. Yet, that doesn’t make the questions we ask less valuable - especially for businesses looking to understand us as modern consumers. For technology retailers, particularly those looking to predict purchase behavior and product adoption, questions are the holy grail. All humans are naturally inquisitive. We thrive on asking questions and receiving answers. As a result, when the latest iPhone launches we head to Quora, Reddit, Facebook and Google in droves to ask ‘“Is the new iPhone model worth the money?” and “What’s the difference between the iPhone 8 and iPhone X?”.
Dave Carruthers is Voxpopme’s CEO, and an entrepreneur with a proven track record in developing high growth technology businesses. With over 10 years experience in developing technology businesses, Dave has a unique understanding of the market from both a technical and commercial perspective.