Insights & Analysis

✨What should you avoid when framing research questions?

Crafting the right research questions is the cornerstone of any successful research endeavor. But do you know what not to ask?

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Today we're diving into a critical aspect of user research: asking the right questions. It's a skill that can make or break the quality of your findings. Why? Because the questions you pose during user interviews can introduce bias and skew your results. According to Nielsen Norman Group, poorly framed questions can distort user responses and lead to inaccurate conclusions.

So to drive the point home, let's explore some key types of questions to avoid during your user research interviews to keep things as unbiased as possible.

Leading Questions: You know those questions that practically beg for a specific answer? They're called leading questions. For instance, if you ask, "Don't you agree that this feature is useful?" you're guiding your participant toward a particular response. Instead, you can go for open-ended questions like, "What are your thoughts on this feature?" to encourage unbiased feedback.

Double-Barreled Questions: These questions are like two-in-one deals, but they're more confusing than convenient. For example, "Do you find the website easy to navigate and visually appealing?" Sometimes they just say "yes" to both questions, making the question even more confusing! It's better to split this into two separate questions: one about navigation and another about visual appeal. This way, participants can express their thoughts more clearly. You may also find our insights on user research methods we swear by helpful.

Loaded Questions: These pack an emotional punch, using strong language that can affect responses. For instance, "How frustrated were you when using our product?" Try to keep things neutral and ask, "What challenges did you face when using our product?" for a more balanced response. 

Hypothetical Questions: Avoid asking participants to predict the future, like, "Would you buy our product if it had this feature?" Instead, focus on their past experiences or current perceptions. Ask questions like, "Have you purchased similar products in the past?" for more concrete insights. Unless you're asking about the future of the stock market, in which case, go right ahead! Looking to improve your UX research process? Check out our list of favourite research analysis platforms.

Binary (Yes/No) Questions: These questions can be too limiting. Avoid them when you need detailed responses. Instead, opt for open-ended questions that allow participants to share their thoughts more freely.

Assumptive Questions: Never assume what your participants know or prefer. For instance, don't say, "Since you're a frequent traveler, do you prefer this type of luggage?" Instead, ask, "What features do you look for in luggage when you travel?" to get unbiased insights.

Social Desirability Bias: Be aware that participants may give answers they think are socially acceptable. For instance, if you ask, "Do you recycle regularly?" you might get inflated "yes" responses. Instead, ask about their actual habits and experiences to minimize bias.

Leading by Example: Avoid influencing participants by giving examples that could affect their responses. For instance, don't say, "Some users have found our app to be very intuitive. What are your thoughts?" This might bias participants to agree with your example.

Negative Framing: How you frame questions matters. Negative framing, like, "What problems did you encounter with our product?" can lead to more negative responses. Instead, try, "What worked well for you with our product, and where did you encounter challenges?" for a balanced perspective.

Assumption of Knowledge: Ensure your participants understand technical terms or jargon you use. Avoid questions that assume a level of expertise they might not have.

By steering clear of these biased question types, you'll collect more accurate and valuable insights during your user research interviews. Remember, the goal is to let your participants express their thoughts and experiences freely, so you can make informed decisions based on real, unbiased feedback. Happy researching!

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Cover photo by Leelo The First

SPOTLIGHT
Insights from the most recent consumer transcript added to our database
Last question, which apps on your smartphone do you think you can’t live without?
In my life there are different priorities currently...usually my social media is very active , but since I am thinking about my career right now, I’ve turned off my notifications... I like Facebook, Instagram, and a bit of Whatsapp...for shopping I use Myntra, Flipkart, Amazon, Meesho...in games, there is a game called Beach war, and Pubg of course...I joined Facebook in 2012, but 2013 is when I started coming on more actively. Facebook has news feed...what is happening around us...those things, pages that tell you what all is happening...I look at those.
Can you take me through your schooling and college experience a little in-depth?
If I talk about my study schedule as to how I was, I was in another school till class 3 in a Hindi medium school (Adarsh Shiksha Niketan school), I was not at all into studying - wouldn’t study at all. Then, in 2006 my father enrolled me in an English medium school....there were exams in every term... I came first in all three terms. Everyone supported me a lot... my father, my teachers...because to change from a Hindi medium school to an English was a very hard thing to do. I really struggled...I did a lot of labour work, as i became a success...my confidence level rose as well. In 11th and 12th, there wasn’t an option for English medium school, so I had to enrol in a Hindi medium school, and took English coaching on the side, studied and gave my exam I got 66 percent  .  Then there was an option for B.Sc (Bachelors in Science), but I knew I wouldn’t understand much of it... so its better if I do BCA (Bachelors in Computer Applications). I did 3 years of college for BCA...I did a lot of coding which I really liked, so I came back and I did but there were some parts of coding which I didn’t want to do...so in the 2 years I realised that it wasn’t for me. After completing 2 years of it, I wanted to get into teaching which is why I did Diploma in education Elementary education. I decided that I don’t want to teach in a private school, I want to teach in a government college for unprivileged kids. Either I am able to do this or turn to having my own start-up.
What else do you get up to online?
I love watching web-series and movies, so when any new movie or web-series comes, I first read about the what the movie is based on then I watch the movie. For example , there is a movie or a web-series , I search the name on google and it shows the cast, the story...so I read the whole thing. Then I get to know and understand what the motto is to make the movie. If I like what I read only then I go and watch it. Also no matter how good the start is or the story , If I don’t vibe with it in the beginning...then I don’t vibe with the movie as a whole. ...have you always done this, or just with movies and web-series ? I have started doing this for 3 years and at first I would watch movies through the day, but then work would come to me out of the blue therefore there would be distractions... so my system is that If you ever watch a movie , watch it with full dedication and only then would you have fun. ...so after that do you download it, or do you watch it online on a platform?  I watch online if it is available... the rest I haven’t gotten the subscription. The thing is that I’m a student right now, can’t afford to spend, I have to save up. When you start earning only then I can think to spend... I don’t have the money right now , when i do have it then i will surely do it, when I earn well.
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