Customer Research: How to Ask Focus Group Questions That Provide Actionable Answers

* Make it about the emotion. Ask what feelings your customers had in the moment and what feelings they were looking for in the product or the brand. “Often giving consumers wrong examples lets them get to the meaningful answers,” the whitepaper’s authors suggest. For example, if you ask, “Were you looking for a fun brand experience in this situation?” and they respond “of course not,” you’re closer to getting a meaningful answer about what your customers are looking for.