Questions for Listening.

Sunday, May 20, 2012

Thanks to tj scenes for the pic
One of my favorite things to do in my free time is to have deep conversations.  Not the kind of surfacy stuff like, "how's the weather?"  This weekend, a dear friend told me about this list of questions from the "12 most" series.  I really think that moderators would be well-served by dwelling a bit on these.  I must admit that in the past I've been caught up by adding a million questions to my project's discussion guide, but when it comes down to it, I know that a few good questions will uncover just about everything my business partners need to know.  Here's a challenge: are you asking questions to listen, or are you asking questions to check off lots of small objectives but missing the big objective of why you're there?  Just curious.

Go check this out.  Then come back.

Now that you're back, I want to think about how we can use these questions for broad, "how the consumer approaches the category" kind of work, or segmentation.  There are lots of other applications, but let's start with this one.

What are you willing to do without?  I'd follow that up with, "why?"  Very interesting for understanding what's negotiable and what's not.  What would it take to make the brand we're working with something closer to something that he or she is not willing to do without?

What's possible?  What if our brand or product could help partner with the folks it's for to make things possible in their life that weren't before?  Talk about meaningful.

What do you expect from yourself?  How can the brand or product come alongside to make this happen?

Those are just a couple of ideas on how to apply these questions from a moderator's perspective.

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