A successful brand strategy is not only a product of creative brainstorming sessions or visionary leadership; it is also the result of a well-orchestrated symphony of research, interviews, and the art of asking the right questions. 
 
Knowing how to ask better questions plays a crucial role in brand buidling and gives us the ability to obtain better and more quality information about our own organisation, our products and services, our competitors and more importantly, our audiences.
But that, like most worthwhile things, is easier said than done. Asking better questions is a skill that all brand professionals should learn and practice to get refined responses from people. So whether you’re researching a new product or service, putting a new strategy to the test, or simply gathering feedback, here are some tips on how to ask better questions:

Be clear and specific

Ask questions in a way that ensures that the respondent understands what you are asking. This helps in eliciting precise and focused responses. Open-ended questions are great, but you really don’t need to know what 50 respondents think about your new colour palette.

Avoid assumptions

Don’t make assumptions about what the respondent knows or believes. Instead, approach the conversation with an open mind and ask questions that seek to understand their perspective. In the words of Peter Drucker, “The most serious mistakes are not being made as a result of wrong answers. The true dangerous thing is asking the wrong question.”

Ask open-ended questions 

Don’t toss them out the window just yet. Open-ended questions encourage thoughtful and detailed responses. These questions cannot be answered with a simple “yes” or “no” and require the respondent to provide more information.
If you don’t get it the first time, try probing 
When you need more information or clarification, use probing questions to delve deeper into the topic. These questions can help uncover underlying motivations, thoughts, or reasoning. You don’t know what you don’t know.

Ask the right people

It’s not just about asking the right questions, it’s about asking the right people. In the book “The Mom Test” by Rob Fitzpatrick, the author emphasizes the importance of asking the right questions to the right people when conducting audience interviews. Although the book primarily focuses on validating business ideas, the principles can be applied to brand development as well.  

Asking better questions is essential for obtaining better and more quality information for your brand building process. It will encourage a deeper exploration of the brand and what you want your audience to associate you with.