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A Snarketing post by Ron Shevlin
I’ve been conducting consumer research in banking for a number of years now, and while it’s certainly debatable whether I’ve learned anything or not, I would argue that I have learned one thing: There IS such a thing as a stupid question when it comes to market research.
Especially in the field of banking.In general, stupid research questions include those that pose false dichotomies or tradeoffs–like “What’s more painful? a) Going to a bank branch, or b) Sticking needles in your eyes.”
Don’t be surprised if 72% of survey respondents choose the first option. I’d like to stick needles in those people’s eyes…just to teach them to not give stupid answers when completing a survey....
Ron Shevlin says there IS such a thing as a stupid question.