Many market research surveys still fall prey to suboptimal question types, paving the way for biases such as social desirability, strategic answering and over-rationalization. At Sapience, we believe in steering clear of these pitfalls. Here are three real-life examples along with alternative approaches we've found effective:
- Why do you think this question is suboptimal?
This question tends to induce over-rationalization, tapping into our slower 'System 2' thinking. Verbalizing associations can be tricky as consumers aren't always aware of the intricacies stored in their minds. Instead, we recommend the use of a speeded association task, employing implicit methods to access spontaneous and emotionally driven associations.
- Why do you think this question is suboptimal?
Beware of triggering socially desirable or dishonest responses. To overcome this, involve respondents with higher engagement alternatives like "would you sign a petition...?" or inject humor, such as using cartoons or memes. This creative approach allows people to express their genuine feelings, even when it may go against social norms.
- Why do you think this question is suboptimal?
Respondents often select more options as important than what truly matters to them. To combat this, opt for differentiation methods like ranking or MaxDiff. Alternatively, present a concrete choice exercise with realistic examples, such as a Conjoint analysis featuring different types of shoes. This approach gets us closer to understanding what truly holds significance for consumers in this context.
Don't let biased questions compromise your market insights! Let's strive for surveys that truly reflect consumer sentiments and behaviors.
