Before opening the platform, answer these questions for yourself:
- What decision will this research inform?
- Who is my target audience? Can I describe the segment in concrete demographic or behavioural terms?
- What would the final report look like? Which charts or tables would stakeholders need to act?
- Do I need to compare groups (A/B, segments, before/after) or just describe attitudes?
Once you can answer those, map each objective to specific questions:
Example: Objective 1Usage Occasions & Needs
In which situations do consumers use a particular product — and what matters to them then?
Mapped Questions
- In which situations do you most enjoy using a particular product?
- What matters most to you in those moments?
Example: Objective 2Concept Resonance
How does a new product or service concept land with the target group?
Mapped Questions
- How appealing do you find the following concept?
- What would you change about it?
- How likely would you be to try it?
