Question Flow

Just like for people, the questions in an interview are connected: twins see the earlier questions and answers, and these can influence the responses that follow. Plan the order deliberately — broad to specific.

Phase 1Warm-Up

Broad, easy questions to establish context

Category awareness
General usage habits
Brand familiarity

Phase 2Exploration

Dig into attitudes, perceptions, and needs

Satisfaction drivers
Unmet needs
Preference rankings

Phase 3Evaluation

Focused judgments, comparisons, trade-offs

Concept reactions
Price sensitivity
A/B comparisons

Phase 4Wrap-Up

Open reflection and final impressions

Overall preference
Open-ended feedback
Purchase likelihood

Example: Snack Brand Study

Warm-up: “How often do you buy snacks? What brands come to mind first?”
Explore: “What matters most when choosing a snack — taste, health, price, or convenience?”
Evaluate: “Here are two new packaging concepts. Which do you prefer and why?”
Wrap-up: “How likely would you be to try this product? What would make you more likely?”