Sometimes You Know the Answer…

Very often in market research, we know the answer to our client’s burning question…or at least we think we do.

In a very real-world example (and one that has been all-consuming for me…hence my ‘radio silence’ on Twitter), our local school district is trying to find a solution to a very overcrowded elementary school that houses three distinct programs. Given the option of moving all, or part of one program (Program “A”) brought a flurry of emails, petitions, and you-name-it from angry parents advocating to keep Program “A” intact.

The school district, to their credit, offered to send a survey to parents to gather more feedback. But, with such an overwhelming response to keep Program A together, the district wondered whether they even needed to send out a survey.

This is where I remind folks that even if you think you know the answer…you need to ask the question.

Not just for the obvious reason to ensure all points of view are accounted for, but also, asking “the question” gives you an excellent chance to engage with your constituents. They will welcome the opportunity to tell you what they are thinking–because they feel you are listening…and don’t we all want to listen to our audience/customers/clients?

In the case of the school district, they did send a short survey–three questions, short and sweet.

So, even if you really, truly do know the answer–please take a bit of time and ask the question.