This morning a stakeholder asked to add the following to a discussion guide for 1:1 interviews. The ask, verbatim, is:

“This might be a leading question, but I'd like to know if either segment thought the experience gave them the flexibility they needed to create a unique design (good) or if it was more complicated than they are accustomed to (bad). And that might be a different response by segment.”

We adore this stakeholder and know learning about these aspects is important to him.

We also know that what stakeholders “ask” often requires thought and translation in order to gather unbiased feedback.

Let’s take a critical look at the request.

1. There is an assumption that creating a unique design is always desired. It may not be. 

2. There is an implication that a complicated tool is always negative. It may not be. 

3. The flexibility someone desires and the level of complication are not two ends of the same spectrum.

Our suggestion: 

• Separate these questions. For example: 

• Explore whether the tool offers [participant] the flexibility to create a design that fits their needs. 

• Ask how the platform's level of complexity contributes to their desire/willingness to use it, if at all.

Our role as researchers is to support our stakeholders and find ways to gather evidence to help them make informed decisions with confidence.

Our role as researchers is to know how to ask the right questions, to the right people, in the right ways.

I'm so proud of our All-In students in our current Ask Like A Pro cohort!! They are piloting their discussion guides today and tomorrow and begin conducting their interviews on Friday. GO TEAM!!!