Monthly Archives: December 2011

Playing with Market Research

One of the advantages of understanding how the process of asking people questions influences them is that you can have fun demonstrating its impact. I was recently invited to speak to a local business group and took the opportunity to demonstrate the frailty of asking questions and the nature of the unconscious mind. Whilst the samples were too small to be scientifically valid, the differences in responses to my fake research were both predictable and entertaining. I set up a taste test using three very similar products: one was from a value range, one from the ‘standard’ range and one the premium offer. ¬†Everyone was led to believe that they were taking part in legitimate market research and that they all had the same questions. In fact there were five different questionnaires, all asking the participants to taste three products and answer some questions. What was I able to demonstrate? […]