How do you feel about asking the "magic wand" question in user research?

How do you feel about asking the "magic wand" question in user research? It poses an interesting debate and often heated conversation! Traditionally, researchers shy away from directly asking participants about their desires, believing that true needs are revealed through experiences rather than explicit requests. Yet, thoughtfully used, this question, particularly framed as "If I had a magic wand, and I could do anything to [verb] [noun], what would you wish for?" can go beyond those superficial wants to reveal the core issues and aspirations driving behavior.

This question's power lies in its ability to cut through the surface BS and tap into what the respondent finds most critical, albeit possibly challenging to achieve due to what’s possible or feasible (e.g. reality, budget, time, resources, roadmap alignment, etc.). It's less about gathering a wants list, and more about uncovering the "why" behind them, to help guide better solutions.

I find it best presented at the end of an interview after we’ve had a focused discussion on the core topic for 30+ minutes. It creates space for respondents to think expansively, outside of constraints. The follow-up questions to the response are critical to uncover deeper understanding. I also see the magic wand question as a way to help participants feel more valued and understood. The feedback frequently results in a new or distinctive understanding.

Rephrasing the question to include specific actions and objectives ("If I had a magic wand, and I could do anything to [verb] [noun], what would you wish for?") personalizes it and helps to focus responses on particular aspects of the core topic. This tweak also aligns with UXR’s goal-oriented nature.

To me, the "magic wand" question is a strategic tool. When used wisely, it often complements traditional research techniques resulting in a richer, more nuanced understanding of motivations and challenges that can inspire genuinely user-centric solutions.

How do you feel about the magic wand question? If you do use it, how and when?