If allowed only one question with a consumer during a brand planning interview I would use that question to delve into “pride.” In my years doing strategic work I’ve found it to be the most personal of questions. And the answers are always pregnant…and telling.
Planners can dig into anger, happiness, product usage stories, displeasure with competitive offerings, and a cocktail of other consumer probes – all of which are valuable, but pride, be it individual, societal or cultural often cuts to the chase.
If doing strategic planning for a business, marketing probes typically end up in the land of margins and revenue and sales, but asked about pride and the color of the answers change. Pride is soul stuff. Pride gets you into emotional territory. Though it can be touchy, a little personal and may require careful handling, it is very fertile ground and almost always provides powerful brand insights.
Now go forth lions and find your pride. Peace.