Check your emotions at the door…

When soliciting feedback (whether it be a survey, poll or discussion), if you want useful, objective feedback it’s a good idea to leave emotions out of the research design.

I do a lot of work, the majority of it pro bono, for our local school district. It’s not that I’m totally altruistic, although I like to think I am at times. Really, it’s because I want folks to have good, useful, objective feedback so they can make smart decisions about children’s education. And, in order to make smart decisions–whether they are about advanced learning programs or how the PTA should spend generous parental donations, unbiased feedback is required.

I’m learning the hard way that the topic of children’s education is up there with money, religion and politics as a minefield of emotions.

So, how can one best approach this emotional battlefield?

First off, please, please don’t use “Pros and Cons” to elicit feedback. One person’s pros are inevitably someone else’s cons…A better choice would be to use an unbiased statement and ask people whether they agree or don’t agree (in market research terminology, a likert scale). You can determine whether a topic is a ‘pro’ or a ‘con’ by how much someone agrees, or conversely does not agree with your statement.

Avoid ‘loaded questions/statements’. You know the ones where the author’s inherent bias is already worked into the question…like “have you always listened to that awful, noisy rock and roll?” Neutrality is your friend…think like Switzerland.

Finally, be sure to listen to all stakeholders in the process. Even though I balked at collaborative survey-writing, getting buy-in from everyone ensured my own biases were kept in check.

So…even if it’s ‘for the kids’, be sure your research design is impartial.


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