Question bank
Unprompted brand description study: six questions
Six interview questions for finding out what buyers believe a product is before you tell them anything, grouped into the cold open, category and attributes, and rivals and confidence. Run them with buyers who chose you and buyers who did not, then compare the two descriptions. Koji asks every respondent the same opening question in the same neutral way, which keeps the answers free of moderator coaching.
Where this appears
What's in this question bank
Ask cold, before anything else
- In your own words, what does this product do, and who is it for?
Category and attributes
- Which of these categories does it belong in?
- What do you believe about its pricing, deployment, the company size it serves and any free tier?
Rivals and confidence
- Which vendors would you compare it with, from most to least alike?
- How confident are you in the description you gave?
- Did you check any of these claims on the company's own site?
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<a href="https://www.koji.so/visuals/unprompted-brand-description-interview-questions"><img src="https://www.koji.so/visuals/unprompted-brand-description-interview-questions/unprompted-brand-description-interview-questions.png" alt="Question bank for an unprompted brand description study: an open description first, then category, attributes, comparable vendors, confidence and fact checking." width="1200" height="699" /></a>
<p>Source: <a href="https://www.koji.so/visuals/unprompted-brand-description-interview-questions">Unprompted brand description study: six questions</a>, Koji</p>
