Blog Post 3

Imagine you were building a marketing campaign for a new video game. It is a racing game and the company that hired you wants to perform market research to understand the audience better. Whether you perform a focus group, or a random mall survey, it is critical to get rich insights. When you ask your questions to the audience, would you simply ask them if they like racing? No, you may ask a similar question but in a different way to get the full story. One option would be: What is your favorite race car? 

In order for an Account Planner to gain valuable perspective from their target audience, it’s necessary to ask the right questions. You don’t want to lead with close-ended questions, as that can lead to simple yes or no answers that do not tell the full story. Instead you want to focus on open-ended questions, that present rich insights. For this week’s blog post, I will take 7 close-ended questions and create at least two other ways of asking each question as an open-ended question.

 

Question 1: Have you ever sent a text message while driving?

 

Open-Ended Version 1: What word would you use to describe someone that is text messaging while driving?

 

Open-Ended Version 2: If you are driving a car, under what circumstances would you consider texting while driving?

 

Question 2: Would you say you travel abroad frequently?

Open-Ended Version 1: How many countries have you visited in the past five years?

 

Open-Ended Version 2: How many international flights have you taken?

 

Question 3:Do you post a lot of pictures on Instagram?

 

Open-Ended Version 1: How many pictures have you posted on Instagram over the past month?

 

Open-Ended Version 2: How many photos do you plan to post on Instagram over the next 30 days?

 

Question 4: Do you prefer to shop at big boxes or locally owned stores?

 

Open-Ended Version 1: How do you choose when having the option to shop at locally owned or big box stores?

 

Open-Ended Version 2: What emotion do you feel when you shop at a big box store instead of a locally owned store?


Question 5: Do you have an iPhone or an Android phone?

 

Open-Ended Version 1: Why do you prefer an iPhone or an Android phone?

 

Open-Ended Version 2: What are some of your favorite applications on your iPhone or Android phone?

 

Question 6: How often do you eat sweets?

 

Open-Ended Version 1: What sweets do you like eating the most?

 

Open-Ended Version 2: What words would you use to describe your favorite sweets?


Question 7: Do you tend to buy things that are on sale?

 

Open-Ended Version 1: If someone asked you about purchasing a new product what would you want to know about it?

 

Open-Ended Version 2: Can you give us an estimate of the percentage of your purchases over the past week that were on sale?

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