Ask about the past, not the future.
People are poor predictors of their own behaviour, but reliable reporters of what they've actually done.
Hypotheticals
Questions That Mislead
- “Would you use…?”
- “How much would you pay for…?”
- “Do you like this idea?”
- “What features do you want?”
Real stories
Questions That Reveal
- “Tell me about the last time…”
- “What did you do next?”
- “What did that cost you?”
- “What have you already tried?”
Facts beat compliments.