Market research: asking polite and effective questions
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Think about these questions before reading. Share your ideas with a partner.
- Think about a time a company asked for your feedback on a product or service. What was the experience like, and did you feel your opinion was genuinely valued?
- If a company was developing a new product, like a smartphone or an app, what kind of questions should they ask potential customers to ensure it's a success?
- Imagine you had to give a friend some critical feedback on a project they were passionate about. How would you phrase your questions and comments to be helpful without causing offence?
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Running a Focus Group
Listen to the dialogue. Notice how the vocabulary and grammar from the lesson are used.
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Answer these questions in your own words. Support your answers with evidence from the article.
01According to the article, for what reason are polite indirect questions often used in professional contexts?
Sample answerThey're used mainly to sound more polite. The text says this is especially important in formal or professional situations to avoid being too direct.
02What are the key stages mentioned for carrying out a market research interview?
Sample answerThe article lists four main steps: you have to introduce the topic, ask your questions, encourage the person to give more details, and then finish the interview politely.
03Based on the vocabulary mentioned, what is the likely difference between an 'open-ended question' and a 'leading question'?
Sample answerAn open-ended question probably lets the person talk freely and give their real opinion, which gives the researcher more 'insight'. A leading question sounds like it guides the person to a particular answer, which wouldn't be 'unbiased'.
04In what way might the grammar focus on politeness connect with the practical goal of encouraging a participant to give more detail?
Sample answerIf you ask questions in a polite, indirect way, the participant will likely feel more comfortable and respected. This would probably make them more willing to open up and share detailed information, rather than just giving short, simple answers.
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Key vocabulary for discussing research
Vocabulary
These expressions will help you communicate more naturally and precisely about gathering information and opinions.
Examples
To gauge interest / opinion — to measure or estimate how people feel about something.
Usage note: This is a common and professional-sounding collocation. We often 'gauge interest in' a new product or 'gauge public opinion on' an issue.
To drill down into (a topic) — to explore a subject in greater depth or with more detail.
Usage note: This phrasal verb is common in business contexts. It suggests moving from a general overview to specific details, often by asking follow-up questions.
A focus group — a small group of people brought together for a guided discussion to provide feedback on a product, service, or concept.
Usage note: This is a key term in market research. It's different from a one-on-one interview as it allows researchers to observe group dynamics.
To be on the right track — to be proceeding in a way that is likely to lead to success.
Usage note: This idiomatic phrase is useful for discussing the progress of your research. For example: 'The initial feedback suggests we're on the right track with the new design.'
To read between the lines — to understand the real or hidden meaning behind what someone says or writes.
Usage note: This is a crucial skill for an interviewer. It means paying attention to tone, hesitation, and what isn't said directly to get a deeper insight.
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Key phrases for market research
Complete the sentences and phrases commonly used when discussing market research and interviews.
Match the beginning of each phrase on the left with its correct ending on the right.
Drag or click to match
Definitions
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Grammar: Indirect questions
Grammar
Indirect questions are a more polite and formal way to ask for information. Instead of asking a direct question, we use an introductory phrase. This is very common in professional situations like market research interviews to help people feel more comfortable answering.
Examples
Could you tell me what you think of the new logo?
Notice the word order after 'what' is like a statement (subject 'you' + verb 'think'), not a question.
I was wondering if you have purchased this type of product before.
For yes/no questions, we introduce the question with 'if' or 'whether'. We don't use the auxiliary verb 'do'.
Would you mind explaining why our competitor's product appealed to you?
The main question is in the introductory phrase ('Would you mind...?'). The second part follows statement word order.
Key points
- Always start with a polite introductory phrase like 'Could you tell me...' or 'I'd like to know...'.
- Use statement word order (subject + verb) after the question word or 'if/whether'.
- Common mistake: Don't use the auxiliary verbs 'do', 'does', or 'did' in the indirect part of the question.
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Find the mistake
Read the sentences below about conducting market research.
Each sentence contains one error. Find and correct it.
01Could you tell me what is the main objective of this research?
Corrected version
Could you tell me what is the main objective of this research is?
02The feedback from the focus group suggest that we are on the right track.
Corrected version
The feedback from the focus group suggest suggests that we are on the right track.
03We need to drill down on the data to get a clearer picture.
Corrected version
We need to drill down on into the data to get a clearer picture.
04The goal is to get unbiased information, so avoid asking leading question.
Corrected version
The goal is to get unbiased information, so avoid asking leading question. questions.
05The interviews provided us with some very valuable insightful.
Corrected version
The interviews provided us with some very valuable insightful. insights.
06I wonder if you could give me a more detail explanation.
Corrected version
I wonder if you could give me a more detail detailed explanation.
07The information we have gathered are not enough to make a decision.
Corrected version
The information we have gathered are is not enough to make a decision.
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Useful phrases: conducting a market research interview
Vocabulary
When conducting an interview, it's important to guide the conversation smoothly and make the participant feel comfortable. These phrases will help you manage the interview from start to finish, ensuring you get the valuable insights you need.
Examples
First off, thanks for your time. Just to be clear, there are no right or wrong answers here – we're simply interested in your honest opinion. — sets a relaxed and open tone at the beginning.
Register: Neutral/Formal. Use this right after introductions to reassure the participant and encourage them to speak freely.
Could you expand on that a little for me? — politely asks for more detail.
Register: Neutral/Formal. A great follow-up when a participant gives a short answer and you want them to elaborate without being demanding.
So, if I'm understanding you correctly, you feel that... — confirms your understanding of what was said.
Register: Neutral/Formal. Use this to paraphrase the participant's point. It shows you're listening carefully and helps avoid misinterpretation.
That's really helpful, thank you. Moving on, I'd like to ask about... — signals a transition to a new topic.
Register: Neutral/Formal. Use this to keep the interview on track and move smoothly from one section of your question list to the next.
This might be a bit of a direct question, but what are your thoughts on...? — softens a potentially sensitive question.
Register: Neutral/Formal. Use this to prepare the listener for a question about a topic like price, personal preferences, or negative feedback.
That's everything from my side. Is there anything you'd like to add before we finish up? — brings the interview to a polite close.
Register: Neutral/Formal. Use this as a final question. It's a professional way to conclude while giving the participant a final chance to share their thoughts.
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Conducting effective market research
Read the passage about gathering customer feedback.
Fill in each blank with the correct word or phrase from the word bank.
Word bank
When conducting market research, it's crucial to go beyond surface-level answers. A well-run can help you customer opinions accurately. To get the most valuable insights, you need to ask open-ended questions that encourage participants to elaborate. This allows you to specific issues and truly understand their perspective. Sometimes, you have to to grasp what people really mean, not just what they say. If the feedback is consistently positive, it's a good sign that you're with your new product concept.
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Discuss these questions with a partner. Try to use vocabulary from the lesson.
- Some argue that companies use 'leading questions' to get the results they want. Is this an unethical practice, or a clever way to confirm they are 'on the right track' with an idea? Justify your opinion.
- Thinking about your country's culture, how willing are people to participate in a 'focus group' and give honest feedback? What challenges might a researcher face when trying to get genuine 'insights' from the public?
- Imagine you're leading a 'focus group' to 'gauge interest' in a controversial new technology, like an AI that writes university essays. How would you structure the session to get 'unbiased' opinions and 'drill down into' people's real concerns?