Annabel Dunstan MPRCA, Founder and CEO of Question & Retain, explores how the most powerful strategies come from asking the right questions.
In a competitive market, brands need to go beyond surface-level strategies to succeed. We’ve developed a distinctive approach to insights research built around asking “killer questions”—those that reveal deep truths and unlock actionable insights. By focusing on employees, clients, and external stakeholders, brands can drive growth, build stronger relationships, and create lasting change.
Killer questions are the key to cutting through superficial feedback and getting to the heart of what really matters. Asking the right questions is an art, and it requires framing queries in a way that invites candid, thoughtful responses. For instance, instead of asking an employee, “Are you happy in your role?” we might ask, “What do you love most and/or like least about your job?” The latter question surfaces underlying issues that can be addressed to improve engagement and morale but also helps the employee to reflect on the good stuff as well.
For clients, instead of the generic, “How satisfied are you with our services?” we might ask, “What’s one thing we could do to make your experience better?” This approach prompts more specific, actionable feedback, which is invaluable for making real improvements.
Employee insights: driving engagement
Employees are the foundation of any successful brand. By asking targeted, open-ended questions, brands can uncover hidden issues and build stronger relationships. For example one of our clients who thought their employees were content, only to discover through our research that staff felt unsupported due to a lack of career development opportunities. By implementing new tailored training programs, the company boosted morale and improved retention.
Killer questions allow employees to express their opinions openly, whether it’s about leadership, company culture, or day-to-day frustrations. These insights help brands not only retain talent but also create a more positive work environment that fosters long-term productivity.
Client feedback: enhancing the customer journey
Clients are critical to a brand’s growth, and understanding their needs is essential. However, vague questions rarely provide the feedback needed to make meaningful changes. Your approach is to help clients develop questions that reveal what truly matters, such as, “What’s one thing you wish we would stop doing?” or “What frustrates you about our processes?”
For one client, a membership organisation, this approach helped uncover a complex contract renewal process that was driving members away. By simplifying the process, they significantly improved member retention. Such insights are crucial for brands looking to optimise their customer experience and stand out in a competitive marketplace.
External stakeholders: strategic collaboration
External stakeholders, including partners, suppliers, and investors, play a vital role in shaping a brand’s future. By asking questions like, “What industry challenges should we be preparing for together?” brands can align with stakeholders on key issues, fostering long-term partnerships.
In one case, a client’s discussions with a key supplier revealed a shared market opportunity, leading to a joint venture that benefited both companies. Insights from external stakeholders often provide a broader market perspective, helping brands stay ahead of trends.
Conclusion: turning insights into action
The real impact comes from acting on the insights. By asking killer questions, brands can get the deep, candid feedback needed to address key challenges and unlock opportunities. Whether it’s through improving employee engagement, enhancing customer experiences, or aligning with external stakeholders, insights research is critical to building a stronger, more resilient brand.
Find out more about Question & Retain (Q&R).