KADO Associates: Solutions

Whatever the activity, at some stage it is likely to involve interacting with people - but people are complex entities with different wishes, desires, expectations, and abilities. Eliciting information from them about such features, each of which impact on their willingness to purchase, promote, or even use a product or service is not straightforward.

Unfortunately, though, although a battery of techniques can be used, inappropriate application of them, as well as ineffective analysis of the data, is all too easy. It leads, inevitably, to weak and potentially useless results.

For example, the most common method used by a novice is to present questionnaires. There are so many pitfalls in such an approach that the method, though simple, is almost dangerous. For example, asking 'leading' or 'double-barrelled' questions can ensure that the responses given reflect the attitudes and needs of the questioner rather than the respondent. Readability, layout, and logic all play a part in the design of an effective questionnaire, as does knowledge of how respondents are likely to respond to different kinds of questions.

Rating scales can also be used with utmost effect and precision, or as a 'blunt instrument' that leads rather than enquires. And although statistical analysis will always provide 'answers', in the hands of an untrained individual the answers can be totally misleading and even hazardous for any conclusions reached.

Some of the different kinds of techniques that can be employed more effectively include: