I was driving through the Beaucatcher Tunnel this morning, listening to NPR (Don’t judge, okay judge.) and knew I was going to lose reception for a few seconds. Upon realizing I would miss the interviewer’s question it struck me the important part was the answer, all things considered. Hee hee.
As a brand planner who has made a modest living asking questions, it was a bit of a slap in the face. Or was it?
Upon reflection it hit me all my brand strategies are the result of answers. Consumer answers. SME answers. Corporate answers. Market insights built on answers. In fact, many of my best questions are redirects and probes based upon answers. As a quiet self-promoter I will admit it takes skill to set interviewees at ease and get them to truly share. Tone, interest, humor, self-deprecation, eagerness to learn — in addition to truly listening — are all tools the brand planner needs to generate fruitful responses. No doubt.
That said, were I to weight questions versus answers, I’d have to go with answers every time.
Any answers?
Peace.
