TL;DR: Key mistakes to avoid when framing qualitative research questions
- Avoid leading questions that push participants toward a specific answer.
- Do not use double-barreled questions that ask two things at once.
- Stay away from loaded questions that use emotionally charged language.
- Prevent hypothetical questions that force participants to predict behaviour.
- Refrain from using binary (Yes/No) questions when detailed responses are needed.
- Do not make assumptive questions that presume knowledge or preferences.
- Be mindful of social desirability bias, which affects honest responses.
- Avoid leading by example, as it influences participant feedback.
- Use neutral framing instead of negative phrasing to get balanced insights.
- Ensure participants understand technical jargon to avoid misinterpretations.
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, 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.
Understanding the difference between observation and insight can help you frame better research questions.
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.
Additionally, to capture even deeper, more nuanced feedback, you could consider using a diary method. This way, participants can record their experiences over time, providing richer insights into both navigation flow and visual impressions as they naturally interact with the site.
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.
Choosing the right research analysis platform can help you gather unbiased data.
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.
This approach supports evaluative research in product development, which focuses on assessing usability, functionality, and user satisfaction. Neutral framing helps gather balanced insights, enabling teams to make better decisions on what to improve or celebrate.
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!
FAQs
1. What are the most common mistakes in framing research questions?
Leading questions, assumptive questions, and negative framing are some of the biggest mistakes to avoid.
2. How can I avoid bias in user research questions?
Use neutral language, avoid making assumptions, and frame questions to encourage open-ended responses.
3. Why should I avoid yes/no questions in research?
Binary questions limit insights; open-ended questions provide richer data and a better understanding of user behavior.
4. What is the impact of social desirability bias in research?
It leads to skewed data as participants give responses they believe are more socially acceptable rather than their true opinions.
5. How can I ensure research participants understand my questions?
Use simple language, avoid jargon, and clarify technical terms when necessary.
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