Perguntas e inquéritos (Parte I)

Há dias, ao terminar a leitura do livro "Choose" de Ryan Levesque fixei a SMIQ:

“The ASK Method starts with the desire to better understand your market at a deep emotional level so you can ultimately better sell and better serve your market. Knowing your market at this deep emotional level requires asking the right questions in the right way to understand what your most ideal potential customers want. Not what they think they want, not what they say they want, but what they really want. And most importantly, what they really want to buy.
...
People don’t know what they want. But they do know one thing, and that’s this: They do know what they don’t want. And therein lies the first clue to figuring out what to ask. The right questions are somewhat counterintuitive.
...
what we call the SMIQ, which stands for Single Most Important Question, because as the name implies, this is your single most important question
...
When it comes to X, what’s your single biggest challenge, frustration, or question you’ve been struggling with? (Please be as detailed and specific as possible.)
...
Now, the reason for asking this question in this specific way, is because, as we now know, while people don’t know what they want, they do know what they don’t want.
...
When you ask people this question, whether through a survey link created in a survey software like bucket.io designed for this very process, or through a simple Facebook post, you want the response format of this question to be open-ended—that is, they can write their response in their own words, as opposed to selecting one of several multiple choice options. The reason for keeping this question open-ended is that it’s all about discovering who the “hyper-responsive” potential customers are in your market—the people most motivated and interested and likely to spend money to solve the problem that you’re intending to solve. It’s about uncovering what natural language patterns these hyper-responsives use, so you can echo that language back in your marketing and messaging. It’s about identifying what makes the hyper-responsive people in your market different from everyone else so you can focus 100 percent of your effort on targeting and serving similar customers.
One of the ways in which you can identify hyper-responsives is, in part, by looking at the length of their response to your SMIQ. All things being equal, the person who gives a longer, more detailed, more passionate response to the question “What’s your single biggest frustration?” is more likely to spend money on a product that solves that frustration than the person who gives you a short one- or two-word answer.”

Julgo que a técnica proposta faz todo o sentido.

Continua.