The simple truth
“There’s no such thing as a dumb question,” goes the common refrain — and that’s true. There are, however, such things as simple questions, and they’re often the key to uncovering interesting truths about audiences and brands.
As is the case with so many things, getting to that simplicity is no easy task.
The process
Ahead of any opportunity to ask someone questions, strategists spend hours poring through relevant research. Whether we’re leading interviews, focus groups, workshops, or something else, it’s important to establish a foundational understanding and identify any topics we still want to learn more about.
That way, we go into those conversations knowing enough to ask thoughtful questions and simple ones. We wouldn’t be doing our job as an agency partner if we only asked simple questions, after all.
The questions
As part of our work, we’re lucky to get to ask knowledgeable, passionate people about topics they care about.
Over the course of my strategy career, I’ve talked to pest control technicians, Olympic skiers, brilliant scientists, CEOs, marketing leaders, and even a mayor. These are people who put their well-honed knowledge and skills to work every day, which is why we owe it to them to come to our conversations prepared.
It’s also exactly why asking them simple questions usually leads to interesting answers.
Anyone who interviews a CEO, for example, is probably going to ask them about their vision for the company. It’s not a bad question, but it’s an answer they’ve probably given so many times that it’s become second nature to them. Because of that, it becomes a wasted opportunity for you both.
Asking them to explain what their company does as if they were explaining it to a kindergartener, on the other hand, may catch them off guard and encourage them to consider things in a way they’re not used to. “Wow, well…I haven’t had to think about it like this in a while” is a fairly common response — and a very good sign.
The results
Often, the insight or phrasing that underpins a thoughtful strategy lives in these authentic answers or the responses to follow-up questions.
Once, during a branding project for a tech company, I asked the co-founder/CEO why prospective clients would choose his product, as most competitors were cheaper and offered the same fundamental services. He explained that his typical customer had tried cheaper competitors and found their support lacking. “Our difference is that we give a sh*t,” he told me. The other background research we had done provided helpful context, but that was the spirit we wanted to capture with the new brand — the expertise, the confidence, the elevated level of support, and the slight edge.
These ideas became the foundation of our strategy, which in turn informed copy and design choices for the bold new brand. Within a year of the launch, our clients’ differentiated offering had attracted the attention of a major tech company which led to them being acquired in a lucrative deal.
The takeaway
While simple questions aren’t typically the ones that will impress the room, that’s never been their purpose. By uncovering new insights, prompting interesting quotes, and better informing creative, simple questions may just be the most unexpectedly useful fixture in any strategist’s toolbox.
If you’re looking for a marketing partner who can ask the kinds of questions that lead to effective work, we’d love to learn more. Reach out to Kelly Ryan, SVP of Business Development, to start the conversation.
Over the course of his career, Lee has helped develop effective strategies for local brands, global brands, and brands somewhere in between. As a strategy leader at MKR, he applies his love of learning to help understand clients’ challenges and establish strong foundations for campaigns, branding, employer brand, digital, and other work.
