Questions you ask—and answer—before any internal or external assessment will ensure accuracy
The client on the other end of the phone was on fire with enthusiasm during our first phone call.
“We’ve developed visual icons that represent each of the eight positioning directions we’re considering. So we need to tell the consumers that first they need to select the positioning direction and after that, they’ll select a sub-brand name. Or do you think we should start with the sub-brand names?”
“Time out!” I interrupted. “Before we get any farther here, let’s talk about the most important question. What are you trying to determine with these focus groups?”
“Oh yeah,” he replied sheepishly. “I suppose we should address that.” He took a deep breath. “Well, we’ve developed this new product and everyone’s all excited about it, but we’re struggling with the best way to describe it…”
That is one of the most important discussions to have about any project. It always begins with some variation of that critical question: “What are you trying to do here?” Accurate measurement begins right at the start of every initiative—before you have begun to do any research.