Heads answer on a phone, in about five seconds, between other things. The best questions are built for that.
The eight rules
- Ask one thing. "Which name would you trust with your savings?" not "Which name is more trustworthy and modern?" Two ideas give you an answer to neither.
- Make the options the whole answer. Two to eight options that someone could choose between without reading your mind. Add "Neither" if it's a real possibility.
- Use plain words. No jargon, no brand-internal terms, no abbreviations. If you'd explain it in a meeting, the question isn't ready.
- Don't lead. "Which of these great names…" tells people what to think. Describe, don't sell.
- Keep it short. Up to 150 characters to read costs the base price. Longer questions cost more and get noisier answers.
- Show, don't describe. If you're comparing designs, use an A or B question with the two images.
- Ask what people would do, not what they think others would do. "Which would you order?" beats "Which is more popular?"
- Ask in the language of the people you want. Heads answer in their own language; choose it when you ask.
Before and after
Before: Considering our target market of young professionals, which of the following brand name options do you feel best conveys innovation, trust and approachability?
After: Which of these would you trust to look after your money? Northway · Keel · Brightpot
The second is 60 characters, one idea and three options. It will get a clearer answer, faster, for less.
Use the preview
The composer shows your question exactly as a head sees it on a phone. If it doesn't fit on the screen without scrolling, cut it.
Follow up
One question rarely settles everything. When the result is in, the suggested follow-up (for example "Ask 20 Tier 2 heads why") is often the most useful thing you'll ask.