{"id":4632,"date":"2011-07-12T10:58:01","date_gmt":"2011-07-12T10:58:01","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=4632"},"modified":"2011-07-12T10:58:01","modified_gmt":"2011-07-12T10:58:01","slug":"start-your-research-project-with-a-sense-of-discovery-and-youll-come-out-with-more-knowledge-2","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/start-your-research-project-with-a-sense-of-discovery-and-youll-come-out-with-more-knowledge-2\/","title":{"rendered":"Start Your Research Project With a Sense of Discovery and You&#8217;ll Come Out With More Knowledge 2"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4634 size-medium\" title=\"iStock_000003428397XSmall\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2011\/07\/istock_000003428397xsmall-300x200.jpg\" alt=\"image\" width=\"300\" height=\"200\" \/>One of the most common things I&#8217;d hear upon completion of a market research project was &#8220;I already knew that?!&#8221;<\/p>\n<p>There is this idea that at the conclusion of some market research endeavor the heavens would open up and we would somehow know something amazingly new and different that had never occurred to us before. \u00a0Yet, when you think about it &#8212; that is the last thing that should happen.<\/p>\n<p>After all, you know your business, and you are doing the research to make better decisions. \u00a0You aren&#8217;t doing it to KNOW something &#8212; you&#8217;re doing it to learn something. \u00a0I heard a quote yesterday that struck me &#8220;<em>Knowledge is in the speaking and wisdom is in the listening<\/em>.&#8221; \u00a0 And when we&#8217;re talking about market research, it helps to be in the mode of discovery and listening. \u00a0That is a very different way of being than gathering information for the sake of knowing it.<\/p>\n<p><strong>Match the Tone of Your Invite to The Audience of Your Survey<\/strong><\/p>\n<p>You may not think it matters, but the spirit with which you enter into your research is more transparent than you might think. \u00a0It starts with the tone of your survey invitation.<\/p>\n<p>These days you don&#8217;t get much real estate in which to invite your respondent. \u00a0Even if you are lucky enough to use an email invitation to an existing customer, attention spans are short and time to take surveys is even shorter. \u00a0The tone of your invitation can make all the difference to your response rate.<\/p>\n<p>If your tone is too academic and rigid, respondents may already know that this will be long and painful. \u00a0If your tone is too casual for the audience, they may not take you seriously enough and skip over the survey.<\/p>\n<p>Take the time to match the tone of your invite to the audience. \u00a0It also helps to create survey invitations via Twitter (if your survey is open to the public) or Facebook and schedule those throughout several days.<\/p>\n<p><strong>How Would a Spirit of Discovery Change the Questions in Your Survey?<\/strong><\/p>\n<p>First what is the difference between discovery and knowledge? \u00a0When you are in &#8220;discovery&#8221; mode, anything can happen. \u00a0The possibilities are wide open. \u00a0And more importantly &#8212; YOU are wide open. \u00a0You don&#8217;t know and you are open to what shows up in the process.<\/p>\n<p>When you &#8220;KNOW&#8221; something. \u00a0You know it. \u00a0There is nothing to discuss, nothing to learn. \u00a0It just is. \u00a0We now know that California lies beyond Ohio there is no discovery there &#8212; there is knowledge. \u00a0But a couple of hundred years ago, as Europeans were trekking across the country, they didn&#8217;t really KNOW what lay ahead. \u00a0They had a sense of discovery around their journey.<\/p>\n<p>How would your survey look if you created questions from a mindset of discovery rather than proving something or someone right or wrong?<\/p>\n<p>More importantly, how would your results be reported if you looked at them as components of discovery rather than fact?<\/p>\n<div class=\"zemanta-pixie\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>One of the most common things I&#8217;d hear upon completion of a market research project was &#8220;I already knew that?!&#8221; [&hellip;]<\/p>\n","protected":false},"author":128,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[180],"tags":[599,917,428,826,803,837,321,882],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Start Your Research Project With a Sense of Discovery and You&#039;ll Come Out With 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