Last week, I had the privilege of attending the IRIS Fall Meeting in Kuala Lumpur, representing Illuminate Asia, the network’s Indonesian partner. Gathering with fellow independent market research leaders from around the world is always energising, but one recurring theme resonated above all else: Looking for the Right Questions.
In an era of rapid artificial intelligence adoption, AI-powered search, endless dashboards and an overwhelming influx of data, gathering information has never been faster. We can track stated behaviours, monitor digital footprints and aggregate market research metrics in seconds. Yet speed and volume mean very little if we are pointing our compass in the wrong direction.
Throughout the sessions, a shared reflection kept surfacing: navigating disruption requires us to look beyond standard enquiries and uncover the core tensions that truly influence decision-making. Breakthroughs happen when we pause to re-examine the business challenge and the human question behind it:
- Bridging stated perception and authentic reality: What people communicate externally often masks what they genuinely feel and prioritise. Understanding real consumer behaviour requires us to look beyond polite, socially acceptable responses.
- Observing actual context rather than assumed habits: Crucial nuances often sit within unprompted, everyday realities, shifting the focus from what people think they do to what is genuinely happening.
- Aligning business challenges with human needs: When technology disrupts industries, value does not disappear; it shifts. The role of an insight partner is not simply to execute a methodology, but to help stakeholders identify what truly matters before designing the solution.
A big thank you to our IRIS network partners for the candid exchanges, fresh frameworks and thought-provoking discussions in Kuala Lumpur.
How does your team ensure that it is asking the right questions before moving into research, strategy or solution design?
FAQs
Why is asking the right question important in market research?
Asking the right question ensures that research addresses the underlying business challenge and the human behaviour shaping it, rather than simply collecting more data about an assumed problem.
How can researchers uncover what consumers genuinely think and do?
Researchers can combine direct questioning with observation, contextual enquiry and projective techniques to identify differences between stated perceptions, socially acceptable responses and actual behaviour.
What is the role of an insight partner during business disruption?
An insight partner helps stakeholders define the real problem, connect business priorities with human needs and choose an appropriate research or strategy response before committing to a methodology