3 Minutes 
Just like wide-leg jeans making a comeback in style, in-depth interviews (IDIs) are now more popular than ever. At Sago Strategy + Insight, we’ve noticed a growing demand for qualitative research that relies on these individual in-depth interviews. The next generation of insights professionals truly value the authentic connections and deep understanding that comes from engaging in one-on-one conversations with consumers.
With consumers in the comfort of their own homes, these IDIs create the perfect environment for candid and relaxed discussions. It allows participants to openly share insights about their lives, dreams, and frustrations and, most importantly, shed light on how brands or products can become more relevant.
A core principle at Sago Strategy + Insight is that we never ask, “Why?” Here’s why we hold fast to the principle when designing our discussion guides:
Respectful and Appropriate: Understanding Consumer Preferences
When it comes to delving into why someone chooses to purchase a particular product, it’s crucial to be sensitive and avoid invasive or judgmental questions. Certain topics can be personal or uncomfortable, especially when discussing sensitive areas like personal care products. Instead of asking why, it’s more appropriate to focus on the features or benefits that appeal to consumers. This approach holds true not only for personal care items but also for a wide range of products.
Creating Comfortable Conversations: Understanding Why and How
An innocent-sounding question like “Why do you think that?” can put respondents on the spot and lead to an unproductive conversation. This is especially true in sensitive situations like asking why someone is unable to complete something they were supposed to do. Respondents may feel defensive, resulting in short, empty answers resembling that of teenagers.
It’s important to create an atmosphere that is comfortable for all participants. Instead of asking “why,” we prefer to approach respondents from a different angle. Asking participants to provide insight into their situation by explaining “what was going on that prevented them from taking action,” asking them to “help you understand the situation,” or to explain “what led to their decision” can yield more fruitful results.
Uncover the Full Story: Going Beyond Short Answers
Asking consumers straight-up “why” they buy or do something often results in quick, one-word responses. For instance, when asking, “Why do you shop at a certain retailer?” you may receive a simple answer like “convenience.” However, it’s important to unlock the full story.
By rephrasing the question to, “What are some of the reasons you shop at a certain retailer?” we encourage a more in-depth discussion. This opens the door for participants to share their insights on various aspects, such as the appealing merchandise displays, the friendly associates, the hassle-free return policy, or even the positive atmosphere they experience when visiting a particular store.
At Sago Strategy + Insight, we design discussion guides that will avoid putting respondents on the defensive. We recognize that consumers want to be heard, valued, and understood. Curating questions to make them want to share deep feelings and emotions is our passion.
If you have a research question that could benefit from qualitative research, consider an approach that avoids asking why. We are here to help with our full-service Strategy + Insights team to develop discussion guides using best research practices…and don’t ask us “why”!
