As teams focus on research, testing and prototyping ensuring the types of questions and words you are using is correct. I’ve been guilty of running interviews and realizing at a later time that the questions I was asking were not organized in a way I could get the response I was looking for.
Your research question and how you phrase it determines the success and utility of everything that follows. If you start with a bad question, or the wrong question, you won’t end up with a useful answer. We understand this in daily life, but talking about research in a business context seems to short-circuit common sense. Everyone is too worried about looking smart in front of each other.
It takes discipline to remain goal-oriented and skeptical, even of the ways you are asking questions. But this discipline pays off over time. You can focus your efforts on asking and answering the questions that make a difference.