It’s quite easy to inappropriately rank the importance of questions and answers, especially when it comes to market research.
Most know the answer they want to hear, ask the question to get that answer, and not respond or act on that answer because they’re already fulfilling it.
There’s not much meat to this type of research.
Better to ask the right question (and you won’t know if it’s the right one until you have an open mind and ask enough of them), genuinely care about the response, likely ask follow-up questions and then act on that information.
It’s more difficult and more care is required to follow the latter process, but worth it. Always.
Stay Positive & Answers Should Be Getting You To Grow, Not Stagnate