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Sep 1, 2022

The best user research questions and how to ask them

To get the right insights, you need to ask the right questions. Here’s the best user research questions to start gathering feedback right away.

Lorelei Bowman

Content Editor at Maze

Knowing the right user research questions to ask is vital to the success of your UX research. Research is an invaluable source of input for product development, but before you can get started, you need to make sure the questions lined up will get the insights you need, without influencing the data.

Think of this article as your guide to all-things user research questions: what to ask, how to ask it, and how to create your own questions. Let’s get started.

What kind of user research questions are there?

The kind of questions you ask will depend on your research goals—are you looking to gather user feedback, or find out if a particular feature is (or would be) useful? Are you trying to discover what problems bother your user, or whether they’d prefer one solution over another?

Before planning your questions and diving head-first into research, look at your overarching research plan and objectives. Consider this on a project-by-project basis, as your end questions will be drastically different depending on where you are in the product development process . For instance, if you’re in early product discovery , you may want to discover user intent and pain points. Or, if you’re working on a high-fidelity prototype, you might want to see how users interact with the prototype, and how easy it is to use. Asking questions at different stages of your process is a big part of continuous product discovery and ensuring your product remains the best it can be.

💡 If you’re looking to understand the types of question format used in surveys or user questionnaires, take a look at our guide on how to write survey questions .

User research questions can be categorized in many ways—by objective, research scenario, or point in the product journey, to name a few. Since different questions may apply in multiple situations, we’re going to consider questions organized by their research focus.

Questions for user research can typically be categorized three ways:

• Questions about the problem e.g., what are users’ pain points, what task are they trying to complete, what solution do they want
• Questions about the people e.g., who they are, how they use products, what they want to accomplish, how likely are they to use the product
• Questions about the product e.g., how users’ feel about content or design, can they navigate the product, how usable is it, what features do they like or dislike

Now we know what kinds of questions there are, let’s delve into the value of pre-made questions, and some examples of each question type.

Using pre-made user research questions

To elevate your research, you can opt to use pre-existing questions from a question bank. As with all research tools , there are many benefits to this, including saving time and effort, and having many questions to choose from. Using a question bank also ensures questions are always carefully considered, easily understandable for users, and unbiased.

Meet the Maze question bank

An open-source question repository for product teams, our question bank is aimed at helping you ask the best user research questions to gather insight that will help build truly user-centered products.

A good question bank will be multifunctional, with questions you can use when running moderated to unmoderated testing, conducting generative or evaluative research, or gathering quantitative or qualitative data. So you can have one place to go for all your user research question needs.

🚀 Boost your research with Maze templates

If you’re a Maze user, you can also use the question bank as a handy companion to fuel your team’s research with Maze—check out the templates column and question block suggestions for maximum efficiency when building mazes.

Ultimately, a pre-made question bank can help save you a lot of time, and allow you to focus on conducting the research and processing analysis.

If you’d like to create your own questions, let’s get into the different user research question types, what questions they include, and how to ask them.

Click on the image to head straight to the question bank 👆

Questions about the problem

To support product and design decisions behind any solution, you need to be familiar with the problem you (and your users) are trying to solve. Whether you’re starting product discovery and want to understand user pain points, or you’re testing new features and want to gauge which will be most popular— you can’t begin working on a solution until you’ve honed in on what the problem is.

What’s bothering your users? How can you make their lives easier? What’s their key challenge, and what are they trying to achieve that’s being blocked by that problem?

Only once you’ve narrowed down a key problem statement can you translate solutions into the user experience, and identify opportunities for product development .

Questions focusing on the problem you’re trying to solve are key in product discovery stages and concept validation . The reason for using a particular product or feature may vary between users—consider Instagram’s Explore tab: it could be used to find friends, connect with like-minded people, or find inspiration.

Questions that can help hone into the problem at hand include:

• What problems do you face when you do [task]?
• Please complete this sentence: "The most frustrating part of trying to complete [task] is…”
• What is your main goal when trying to complete [task]?
• What is your personal measure of success when it comes to [goal]?
• How are you currently solving [problem]?
• Describe your ideal solution to [problem]

Questions about the people

Understanding the problem you’re trying to solve goes hand in hand with the people who are facing this problem—who they are and how they think, how they adopt and use products, their wants, needs and dislikes.

Put simply, there’s no point building a product if it solves the problem your user is having—but not in the way they wanted it to.

To really understand how your users think, and the way they approach a product, you need to understand their mental models. Broadly speaking, a mental model determines how someone forms their thinking process—it might impact the way they approach a problem, the kind of solution they’d like, and how they expect certain features to work.

UX research methods like card sorting are a good way to understand people’s mental models, but you can also gather this insight through thoughtful user interviews or research questions.

User-focused questions also cover understanding attitudes towards product adoption, use habits and circumstances, pricing models, and demographics.

Some example questions you could ask to learn more about your target users include:

• Are there any products that you prefer to use to do [task]?
• What does your job look like in your company?
• How do you prefer to be trained on new products?
• How much would you pay for [product]?
• Please describe who you might collaborate with when [task]?
• How often do you do [task]?

Questions about the product

Once you understand the problem your product will solve, and the people who’ll be using it, it’s time to circle back to the product itself. Questions about the product may be about its usability, what features you’re including, how users feel about content or design, and whether it does what they need it to.

Just like all research, it’s a good idea to ask product-related questions multiple time during the research phase, as both questions and answer will vary depending on what development stage you’re at—from prioritizing which feature to focus on developing first, to assessing how navigable a certain product section is, or reviewing the appeal of specific design aspects.

To gain a well-rounded understanding of how users find using your product or feature, usability testing is imperative. And, if you’re trying to nail down product navigation and identify any bumps in the user journey, tree testing is the research method of choice.

Whatever your focus, questions relating to the product are useful in both evaluative and generative research , and critical for creating a user-centered, solution-focused product.

Sample questions you can use to learn more about the product and features could include:

• How did you find the language (including but not limited to copy, phrasing, tone) used on the website?
• What’s the single most important thing we could do to make [product] better?
• On a scale of 1-10, how was your experience when [task]?
• Was the product navigation as expected?
• If you could change one thing about the design what would it be and why?
• Thinking about what [product] offers, which of the following best describes your feelings about it?

🤔 To dive into the questions you should be asking during usability testing, check out how to ask effective usability testing questions .

Regardless of what questions you ask, it’s worth bearing in mind that this information should be considered a guide, not a rule—as sometimes what people think they’ll do is not what they always do in practice . This is why it’s so important to continue research and testing in all stages of product development, so you can always be working off the most reliable and up-to-date insight.

Guidelines for crafting the right user research questions

Research questions set the standard of the data you’ll gather with them, so it’s crucial to properly craft each question to maximize insight and ensure accurate results.

Using a pre-made question bank is one way to keep questions effective, but if you’re writing your own questions, bear in mind that everything from the language you use to the structure or format of questions can influence the user’s answer.

The best questions for user interviews and research are clear , precise , and unbiased . Let’s go over some ultimate tips for crafting questions that fulfill this.

Stay neutral: avoid leading questions

One of the most important points when it comes to any research is being a neutral party, which means removing cognitive bias from your work. Research isn’t helpful if it’s biased, so ensure your questions are as impartial as possible—after all, just because you like Concept A over Concept B, doesn’t mean everyone will.

The key to staying neutral is avoiding leading questions where you subconsciously favor one thing over another, or plant an opinion or idea in the user’s mind, such as “How would you use concept A?”—this assumes they preferred concept A, which they may not have. Instead, try asking which concept they would use, followed by how they would use it.

Take it one question at a time

The majority of us think best when our minds are clear and able to focus on one thing, so avoid bombarding research participants with multiple questions phrased together.

Rather than asking a question like “What did you think about the design, copy and layout of the page?”, ask individually about the design, copy, and layout. Otherwise, you risk users merging their thoughts into one answer, when in fact they may feel very differently about each element.

Of course some questions lend themselves to being combined (e.g., “Which concept did you prefer and why?”), but it’s best to keep things separate when possible, and ask “Why?” in follow up questions, to allow users space to think and form individual answers for each question.

Ask open-ended questions

Similar to ensuring questions are unbiased, it’s also a good idea to ask open-ended questions—that is, to avoid questions which result in simply a ‘yes’ or ‘no’ answer.

The benefit of open-ended questions is that they give participants an opportunity to expand on their answer, work through their experience, and share details with you that may otherwise be missed. Consider that, while asking “Did you like the product?” may answer whether a user liked it, you’ll be left wondering what it is they like about it. Instead, try framing questions in a way that provides space for additional information, e.g. “What did you think about the product?”.

Pro tip ✨ If you do ask closed-ended questions, always keep follow up questions aside to dig deeper gather and extra insight from your participants.

Help users find their own voice

The language we use is incredibly powerful. Used well, words can move us, sway our opinions, educate us, and more.

By helping your research participants to find their own voice, you can unlock powerful statements and user insights which will truly impact your product. Formatting questions with the user at the center—using ‘you’ and asking emotive questions—builds empathy with the user and encourages them to find and share their own opinions through honest answers.

Ask questions you think you know the answer to

Our final question-crafting tip is to use research questions to test and validate your own assumptions and opinions. Ask questions you think you know the answer to—if you believe all users will prefer one new feature over the other, see if you’re right. If you think a certain design element works better on a different page, ask research participants to determine where they prefer it.

As with any research, while you may be user-adjacent, you are not your users. You are the expert in your product; they are the expert in using your product. Trust their opinions, and use their knowledge and experience to confirm your suspicions, or disprove them. Either way, you gain valuable insights.

User research is as effective as the questions you ask

Whether you’re investigating user preferences or conducting usability testing, research is only as effective as the questions you ask—and how you ask them.

Focus on questions that fit your research objectives, phrase your questions in the best way possible, and work to build empathy with your user; you’ll be able to gather valuable insights in no time.

Frequently asked questions and user research questions

What makes a good user research question?

A good research question is open-ended , unbiased , clear , and precise . It helps research participants share their thoughts, feedback, and opinions with researchers, without influencing or limiting their responses.

What type of user research questions are there?

User research questions can broadly be broken down into three categories:

How do you create a user research question?

There are several ways to create a user research question: you can either write your own question, or select premade questions from an existing research question bank.

If you choose to write your own research questions, it’s important to keep them clear and precise above all else—focus on asking questions that encourage users to open up, share additional information, and speak honestly.

Continue Reading

How to avoid leading questions in UX research (+ examples)

UX research best practices: Building and researching products with ethics in mind

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Educational resources and simple solutions for your research journey

How to Craft a Strong Research Question (With Research Question Examples)

A sound and effective research question is a key element that must be identified and pinned down before researchers can even begin their research study or work. A strong research question lays the foundation for your entire study, guiding your investigation and shaping your findings. Hence, it is critical that researchers spend considerable time assessing and refining the research question based on in-depth reading and comprehensive literature review. In this article, we will discuss how to write a strong research question and provide you with some good examples of research questions across various disciplines.

Table of Contents

The importance of a research question

A research question plays a crucial role in driving scientific inquiry, setting the direction and purpose of your study, and guiding your entire research process. By formulating a clear and focused research question, you lay the foundation for your investigation, ensuring that your research remains on track and aligned with your objectives so you can make meaningful contribution to the existing body of knowledge. A well-crafted research question also helps you define the scope of your study and identify the appropriate methodologies and data collection techniques to employ.

Key components of a strong research question

A good research question possesses several key components that contribute to the quality and impact of your study. Apart from providing a clear framework to generate meaningful results, a well-defined research question allows other researchers to understand the purpose and significance of your work. So, when working on your research question, incorporate the following elements:

• Specificity : A strong research question should be specific about the main focus of your study, enabling you to gather precise data and draw accurate conclusions. It clearly defines the variables, participants, and context involved, leaving no room for ambiguity.
• Clarity : A good research question is clear and easily understood, so articulate the purpose and intent of your study concisely without being generic or vague. Ensuring clarity in your research question helps both you and your readers grasp the research objective.
• Feasibility : While crafting a research question, consider the practicality of conducting the research and availability of necessary data or access to participants. Think whether your study is realistic and achievable within the constraints of time, resources, and ethical considerations.

How to craft a well-defined research question

A first step that will help save time and effort is knowing what your aims are and thinking about a few problem statements on the area or aspect one wants to study or do research on. Contemplating these statements as one undertakes more progressive reading can help the researcher in reassessing and fine-tuning the research question. This can be done over time as they read and learn more about the research topic, along with a broad literature review and parallel discussions with peer researchers and supervisors. In some cases, a researcher can have more than one research question if the research being undertaken is a PhD thesis or dissertation, but try not to cover multiple concerns on a topic.

A strong research question must be researchable, original, complex, and relevant. Here are five simple steps that can make the entire process easier.

• Identify a broad topic from your areas of interest, something that is relevant, and you are passionate about since you’ll be spending a lot of time conducting your research.
• Do a thorough literature review to weed out potential gaps in research and stay updated on what’s currently being done in your chosen topic and subject area.
• Shortlist possible research questions based on the research gaps or see how you can build on or refute previously published ideas and concepts.
• Assess your chosen research question using the FINER criteria that helps you evaluate whether the research is Feasible, Interesting, Novel, Ethical, and Relevant. 1
• Formulate the final research question, while ensuring it is clear, well-written, and addresses all the key elements of a strong research question.

Examples of research questions

Remember to adapt your research question to suit your purpose, whether it’s exploratory, descriptive, comparative, experimental, qualitative, or quantitative. Embrace the iterative nature of the research process, continually evaluating and refining your question as you progress. Here are some good examples of research questions across various disciplines.

Exploratory research question examples

• How does social media impact interpersonal relationships among teenagers?
• What are the potential benefits of incorporating mindfulness practices in the workplace?

Descriptive research question examples

• What factors influence customer loyalty in the e-commerce industry?
• Is there a relationship between socioeconomic status and academic performance among elementary school students?

Comparative research question examples

• How does the effectiveness of traditional teaching methods compare to online learning platforms in mathematics education?
• What is the impact of different healthcare policies on patient outcomes in various countries?

Experimental research question examples

• What are the effects of a new drug on reducing symptoms of a specific medical condition?
• Does a dietary intervention have an impact on weight loss among individuals with obesity?

Qualitative research question examples

• What are the lived experiences of immigrants adapting to a new culture?
• What factors influence job satisfaction among healthcare professionals?

Quantitative research question examples

• Is there a relationship between sleep duration and academic performance among college students?
• How effective is a specific intervention in reducing anxiety levels among individuals with phobias?

With these simple guidelines and inspiring examples of research questions, you are equipped to embark on your research journey with confidence and purpose. Here’s wishing you all the best for your future endeavors!

References:

• How to write a research question: Steps and examples. Indeed Career Guide. Available online at https://www.indeed.com/career-advice/career-development/how-to-write-research-questions

R Discovery is a literature search and research reading platform that accelerates your research discovery journey by keeping you updated on the latest, most relevant scholarly content. With 250M+ research articles sourced from trusted aggregators like CrossRef, Unpaywall, PubMed, PubMed Central, Open Alex and top publishing houses like Springer Nature, JAMA, IOP, Taylor & Francis, NEJM, BMJ, Karger, SAGE, Emerald Publishing and more, R Discovery puts a world of research at your fingertips.  

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How To Write a Research Question

Academic writing and research require a distinct focus and direction. A well-designed research question gives purpose and clarity to your research. In addition, it helps your readers understand the issue you are trying to address and explore.

Every time you want to know more about a subject, you will pose a question. The same idea is used in research as well. You must pose a question in order to effectively address a research problem. That's why the research question is an integral part of the research process. Additionally, it offers the author writing and reading guidelines, be it qualitative research or quantitative research.

In your research paper , you must single out just one issue or problem. The specific issue or claim you wish to address should be included in your thesis statement in order to clarify your main argument.

A good research question must have the following characteristics.

• Should include only one problem in the research question
• Should be able to find the answer using primary data and secondary data sources
• Should be possible to resolve within the given time and other constraints
• Detailed and in-depth results should be achievable
• Should be relevant and realistic.
• It should relate to your chosen area of research

While a larger project, like a thesis, might have several research questions to address, each one should be directed at your main area of study. Of course, you can use different research designs and research methods (qualitative research or quantitative research) to address various research questions. However, they must all be pertinent to the study's objectives.

What is a Research Question?

A research question is an inquiry that the research attempts to answer. It is the heart of the systematic investigation. Research questions are the most important step in any research project. In essence, it initiates the research project and establishes the pace for the specific research A research question is:

• Clear : It provides enough detail that the audience understands its purpose without any additional explanation.
• Focused : It is so specific that it can be addressed within the time constraints of the writing task.
• Succinct: It is written in the shortest possible words.
• Complex : It is not possible to answer it with a "yes" or "no", but requires analysis and synthesis of ideas before somebody can create a solution.
• Argumental : Its potential answers are open for debate rather than accepted facts.

A good research question usually focuses on the research and determines the research design, methodology, and hypothesis. It guides all phases of inquiry, data collection, analysis, and reporting. You should gather valuable information by asking the right questions.

Why are Research Questions so important?

Regardless of whether it is a qualitative research or quantitative research project, research questions provide writers and their audience with a way to navigate the writing and research process. Writers can avoid "all-about" papers by asking straightforward and specific research questions that help them focus on their research and support a specific thesis.

Types of Research Questions

There are two types of research: Qualitative research and Quantitative research . There must be research questions for every type of research. Your research question will be based on the type of research you want to conduct and the type of data collection.

The first step in designing research involves identifying a gap and creating a focused research question.

Below is a list of common research questions that can be used in a dissertation. Keep in mind that these are merely illustrations of typical research questions used in dissertation projects. The real research questions themselves might be more difficult.

Example Research Questions

The following are a few examples of research questions and research problems to help you understand how research questions can be created for a particular research problem.

Steps to Write Research Questions

You can focus on the issue or research gaps you're attempting to solve by using the research questions as a direction.

If you're unsure how to go about writing a good research question, these are the steps to follow in the process:

• Select an interesting topic Always choose a topic that interests you. Because if your curiosity isn’t aroused by a subject, you’ll have a hard time conducting research around it. Alos, it’s better that you pick something that’s neither too narrow or too broad.
• Do preliminary research on the topic Search for relevant literature to gauge what problems have already been tackled by scholars. You can do that conveniently through repositories like Scispace , where you’ll find millions of papers in one place. Once you do find the papers you’re looking for, try our reading assistant, SciSpace Copilot to get simple explanations for the paper . You’ll be able to quickly understand the abstract, find the key takeaways, and the main arguments presented in the paper. This will give you a more contextual understanding of your subject and you’ll have an easier time identifying knowledge gaps in your discipline.

     Also: ChatPDF vs. SciSpace Copilot: Unveiling the best tool for your research

• Consider your audience It is essential to understand your audience to develop focused research questions for essays or dissertations. When narrowing down your topic, you can identify aspects that might interest your audience.
• Ask questions Asking questions will give you a deeper understanding of the topic. Evaluate your question through the What, Why, When, How, and other open-ended questions assessment.
• Assess your question Once you have created a research question, assess its effectiveness to determine if it is useful for the purpose. Refine and revise the dissertation research question multiple times.

Additionally, use this list of questions as a guide when formulating your research question.

Are you able to answer a specific research question? After identifying a gap in research, it would be helpful to formulate the research question. And this will allow the research to solve a part of the problem. Is your research question clear and centered on the main topic? It is important that your research question should be specific and related to your central goal. Are you tackling a difficult research question? It is not possible to answer the research question with a simple yes or no. The problem requires in-depth analysis. It is often started with "How" and "Why."

Start your research Once you have completed your dissertation research questions, it is time to review the literature on similar topics to discover different perspectives.

Strong  Research Question Samples

Uncertain: How should social networking sites work on the hatred that flows through their platform?

Certain: What should social media sites like Twitter or Facebook do to address the harm they are causing?

This unclear question does not specify the social networking sites that are being used or what harm they might be causing. In addition, this question assumes that the "harm" has been proven and/or accepted. This version is more specific and identifies the sites (Twitter, Facebook), the type and extent of harm (privacy concerns), and who might be suffering from that harm (users). Effective research questions should not be ambiguous or interpreted.

Unfocused: What are the effects of global warming on the environment?

Focused: What are the most important effects of glacial melting in Antarctica on penguins' lives?

This broad research question cannot be addressed in a book, let alone a college-level paper. Focused research targets a specific effect of global heating (glacial  melting), an area (Antarctica), or a specific animal (penguins). The writer must also decide which effect will have the greatest impact on the animals affected. If in doubt, narrow down your research question to the most specific possible.

Too Simple: What are the U.S. doctors doing to treat diabetes?

Appropriately complex: Which factors, if any, are most likely to predict a person's risk of developing diabetes?

This simple version can be found online. It is easy to answer with a few facts. The second, more complicated version of this question is divided into two parts. It is thought-provoking and requires extensive investigation as well as evaluation by the author. So, ensure that a quick Google search should not answer your research question.

How to write a strong Research Question?

The foundation of all research is the research question. You should therefore spend as much time as necessary to refine your research question based on various data.

You can conduct your research more efficiently and analyze your results better if you have great research questions for your dissertation, research paper , or essay .

The following criteria can help you evaluate the strength and importance of your research question and can be used to determine the strength of your research question:

• Researchable
• It should only cover one issue.
• A subjective judgment should not be included in the question.
• It can be answered with data analysis and research.
• Specific and Practical
• It should not contain a plan of action, policy, or solution.
• It should be clearly defined
• Within research limits
• Complex and Arguable
• It shouldn't be difficult to answer.
• To find the truth, you need in-depth knowledge
• Allows for discussion and deliberation
• Original and Relevant
• It should be in your area of study
• Its results should be measurable
• It should be original

Conclusion - How to write Research Questions?

Research questions provide a clear guideline for research. One research question may be part of a larger project, such as a dissertation. However, each question should only focus on one topic.

Research questions must be answerable, practical, specific, and applicable to your field. The research type that you use to base your research questions on will determine the research topic. You can start by selecting an interesting topic and doing preliminary research. Then, you can begin asking questions, evaluating your questions, and start your research.

Now it's easier than ever to streamline your research workflow with SciSpace ResearchGPT . Its integrated, comprehensive end-to-end platform for research allows scholars to easily discover, read, write and publish their research and fosters collaboration.

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Research Question 101 📖

Everything you need to know to write a high-quality research question

By: Derek Jansen (MBA) | Reviewed By: Dr. Eunice Rautenbach | October 2023

If you’ve landed on this page, you’re probably asking yourself, “ What is a research question? ”. Well, you’ve come to the right place. In this post, we’ll explain what a research question is , how it’s differen t from a research aim, and how to craft a high-quality research question that sets you up for success.

Research Question 101

What is a research question.

• Research questions vs research aims
• The 4 types of research questions
• How to write a research question
• Frequently asked questions
• Examples of research questions

As the name suggests, the research question is the core question (or set of questions) that your study will (attempt to) answer .

In many ways, a research question is akin to a target in archery . Without a clear target, you won’t know where to concentrate your efforts and focus. Essentially, your research question acts as the guiding light throughout your project and informs every choice you make along the way.

Let’s look at some examples:

What impact does social media usage have on the mental health of teenagers in New York?

How does the introduction of a minimum wage affect employment levels in small businesses in outer London?

How does the portrayal of women in 19th-century American literature reflect the societal attitudes of the time?

What are the long-term effects of intermittent fasting on heart health in adults?

As you can see in these examples, research questions are clear, specific questions that can be feasibly answered within a study. These are important attributes and we’ll discuss each of them in more detail a little later . If you’d like to see more examples of research questions, you can find our RQ mega-list here .

Research Questions vs Research Aims

At this point, you might be asking yourself, “ How is a research question different from a research aim? ”. Within any given study, the research aim and research question (or questions) are tightly intertwined , but they are separate things . Let’s unpack that a little.

A research aim is typically broader in nature and outlines what you hope to achieve with your research. It doesn’t ask a specific question but rather gives a summary of what you intend to explore.

The research question, on the other hand, is much more focused . It’s the specific query you’re setting out to answer. It narrows down the research aim into a detailed, researchable question that will guide your study’s methods and analysis.

Let’s look at an example:

Research Aim: To explore the effects of climate change on marine life in Southern Africa.

Research Question: How does ocean acidification caused by climate change affect the reproduction rates of coral reefs?

As you can see, the research aim gives you a general focus , while the research question details exactly what you want to find out.

Need a helping hand?

Types of research questions

Now that we’ve defined what a research question is, let’s look at the different types of research questions that you might come across. Broadly speaking, there are (at least) four different types of research questions – descriptive , comparative , relational , and explanatory . 

Descriptive questions ask what is happening. In other words, they seek to describe a phenomena or situation . An example of a descriptive research question could be something like “What types of exercise do high-performing UK executives engage in?”. This would likely be a bit too basic to form an interesting study, but as you can see, the research question is just focused on the what – in other words, it just describes the situation.

Comparative research questions , on the other hand, look to understand the way in which two or more things differ , or how they’re similar. An example of a comparative research question might be something like “How do exercise preferences vary between middle-aged men across three American cities?”. As you can see, this question seeks to compare the differences (or similarities) in behaviour between different groups.

Next up, we’ve got exploratory research questions , which ask why or how is something happening. While the other types of questions we looked at focused on the what, exploratory research questions are interested in the why and how . As an example, an exploratory research question might ask something like “Why have bee populations declined in Germany over the last 5 years?”. As you can, this question is aimed squarely at the why, rather than the what.

Last but not least, we have relational research questions . As the name suggests, these types of research questions seek to explore the relationships between variables . Here, an example could be something like “What is the relationship between X and Y” or “Does A have an impact on B”. As you can see, these types of research questions are interested in understanding how constructs or variables are connected , and perhaps, whether one thing causes another.

Of course, depending on how fine-grained you want to get, you can argue that there are many more types of research questions , but these four categories give you a broad idea of the different flavours that exist out there. It’s also worth pointing out that a research question doesn’t need to fit perfectly into one category – in many cases, a research question might overlap into more than just one category and that’s okay.

The key takeaway here is that research questions can take many different forms , and it’s useful to understand the nature of your research question so that you can align your research methodology accordingly.

How To Write A Research Question

As we alluded earlier, a well-crafted research question needs to possess very specific attributes, including focus , clarity and feasibility . But that’s not all – a rock-solid research question also needs to be rooted and aligned . Let’s look at each of these.

A strong research question typically has a single focus. So, don’t try to cram multiple questions into one research question; rather split them up into separate questions (or even subquestions), each with their own specific focus. As a rule of thumb, narrow beats broad when it comes to research questions.

Clear and specific

A good research question is clear and specific, not vague and broad. State clearly exactly what you want to find out so that any reader can quickly understand what you’re looking to achieve with your study. Along the same vein, try to avoid using bulky language and jargon – aim for clarity.

Unfortunately, even a super tantalising and thought-provoking research question has little value if you cannot feasibly answer it. So, think about the methodological implications of your research question while you’re crafting it. Most importantly, make sure that you know exactly what data you’ll need (primary or secondary) and how you’ll analyse that data.

A good research question (and a research topic, more broadly) should be rooted in a clear research gap and research problem . Without a well-defined research gap, you risk wasting your effort pursuing a question that’s already been adequately answered (and agreed upon) by the research community. A well-argued research gap lays at the heart of a valuable study, so make sure you have your gap clearly articulated and that your research question directly links to it.

As we mentioned earlier, your research aim and research question are (or at least, should be) tightly linked. So, make sure that your research question (or set of questions) aligns with your research aim . If not, you’ll need to revise one of the two to achieve this.

FAQ: Research Questions

Research question faqs, how many research questions should i have, what should i avoid when writing a research question, can a research question be a statement.

Typically, a research question is phrased as a question, not a statement. A question clearly indicates what you’re setting out to discover.

Can a research question be too broad or too narrow?

Yes. A question that’s too broad makes your research unfocused, while a question that’s too narrow limits the scope of your study.

Here’s an example of a research question that’s too broad:

“Why is mental health important?”

Conversely, here’s an example of a research question that’s likely too narrow:

“What is the impact of sleep deprivation on the exam scores of 19-year-old males in London studying maths at The Open University?”

Can I change my research question during the research process?

How do i know if my research question is good.

A good research question is focused, specific, practical, rooted in a research gap, and aligned with the research aim. If your question meets these criteria, it’s likely a strong question.

Is a research question similar to a hypothesis?

Not quite. A hypothesis is a testable statement that predicts an outcome, while a research question is a query that you’re trying to answer through your study. Naturally, there can be linkages between a study’s research questions and hypothesis, but they serve different functions.

How are research questions and research objectives related?

The research question is a focused and specific query that your study aims to answer. It’s the central issue you’re investigating. The research objective, on the other hand, outlines the steps you’ll take to answer your research question. Research objectives are often more action-oriented and can be broken down into smaller tasks that guide your research process. In a sense, they’re something of a roadmap that helps you answer your research question.

Need some inspiration?

If you’d like to see more examples of research questions, check out our research question mega list here .  Alternatively, if you’d like 1-on-1 help developing a high-quality research question, consider our private coaching service .

Psst... there’s more!

This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

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Frequently asked questions

How do i write questions to ask for research.

All research questions should be:

• Focused on a single problem or issue
• Researchable using primary and/or secondary sources
• Feasible to answer within the timeframe and practical constraints
• Specific enough to answer thoroughly
• Complex enough to develop the answer over the space of a paper or thesis
• Relevant to your field of study and/or society more broadly

Frequently asked questions: Writing a research paper

A research project is an academic, scientific, or professional undertaking to answer a research question . Research projects can take many forms, such as qualitative or quantitative , descriptive , longitudinal , experimental , or correlational . What kind of research approach you choose will depend on your topic.

The best way to remember the difference between a research plan and a research proposal is that they have fundamentally different audiences. A research plan helps you, the researcher, organize your thoughts. On the other hand, a dissertation proposal or research proposal aims to convince others (e.g., a supervisor, a funding body, or a dissertation committee) that your research topic is relevant and worthy of being conducted.

Formulating a main research question can be a difficult task. Overall, your question should contribute to solving the problem that you have defined in your problem statement .

However, it should also fulfill criteria in three main areas:

• Researchability
• Feasibility and specificity
• Relevance and originality

Research questions anchor your whole project, so it’s important to spend some time refining them.

In general, they should be:

• Focused and researchable
• Answerable using credible sources
• Complex and arguable
• Feasible and specific
• Relevant and original

A research aim is a broad statement indicating the general purpose of your research project. It should appear in your introduction at the end of your problem statement , before your research objectives.

Research objectives are more specific than your research aim. They indicate the specific ways you’ll address the overarching aim.

Once you’ve decided on your research objectives , you need to explain them in your paper, at the end of your problem statement .

Keep your research objectives clear and concise, and use appropriate verbs to accurately convey the work that you will carry out for each one.

I will compare …

Your research objectives indicate how you’ll try to address your research problem and should be specific:

Research objectives describe what you intend your research project to accomplish.

They summarize the approach and purpose of the project and help to focus your research.

Your objectives should appear in the introduction of your research paper , at the end of your problem statement .

The main guidelines for formatting a paper in Chicago style are to:

• Use a standard font like 12 pt Times New Roman
• Use 1 inch margins or larger
• Apply double line spacing
• Indent every new paragraph ½ inch
• Include a title page
• Place page numbers in the top right or bottom center
• Cite your sources with author-date citations or Chicago footnotes
• Include a bibliography or reference list

To automatically generate accurate Chicago references, you can use Scribbr’s free Chicago reference generator .

The main guidelines for formatting a paper in MLA style are as follows:

• Use an easily readable font like 12 pt Times New Roman
• Set 1 inch page margins
• Include a four-line MLA heading on the first page
• Center the paper’s title
• Use title case capitalization for headings
• Cite your sources with MLA in-text citations
• List all sources cited on a Works Cited page at the end

To format a paper in APA Style , follow these guidelines:

• Use a standard font like 12 pt Times New Roman or 11 pt Arial
• If submitting for publication, insert a running head on every page
• Apply APA heading styles
• Cite your sources with APA in-text citations
• List all sources cited on a reference page at the end

No, it’s not appropriate to present new arguments or evidence in the conclusion . While you might be tempted to save a striking argument for last, research papers follow a more formal structure than this.

All your findings and arguments should be presented in the body of the text (more specifically in the results and discussion sections if you are following a scientific structure). The conclusion is meant to summarize and reflect on the evidence and arguments you have already presented, not introduce new ones.

The conclusion of a research paper has several key elements you should make sure to include:

• A restatement of the research problem
• A summary of your key arguments and/or findings
• A short discussion of the implications of your research

Don’t feel that you have to write the introduction first. The introduction is often one of the last parts of the research paper you’ll write, along with the conclusion.

This is because it can be easier to introduce your paper once you’ve already written the body ; you may not have the clearest idea of your arguments until you’ve written them, and things can change during the writing process .

The way you present your research problem in your introduction varies depending on the nature of your research paper . A research paper that presents a sustained argument will usually encapsulate this argument in a thesis statement .

A research paper designed to present the results of empirical research tends to present a research question that it seeks to answer. It may also include a hypothesis —a prediction that will be confirmed or disproved by your research.

The introduction of a research paper includes several key elements:

• A hook to catch the reader’s interest
• Relevant background on the topic
• Details of your research problem

and your problem statement

• A thesis statement or research question
• Sometimes an overview of the paper

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Child Care and Early Education Research Connections

Key questions to ask.

This section outlines key questions to ask in assessing the quality of research and describes internal validity, external validity, and construct validity.

Was the research peer reviewed?

Peer reviewed research studies have already been evaluated by experienced researchers with relevant expertise. Most journal articles, books and government reports have gone through a peer review process. Keep in mind that there are many types of peer reviews. Reports issued by the federal government have been subject to many levels of internal review and approval before being issued. Articles published in professional journals with peer review have been evaluated by researchers that are experts in the field and who can vouch for the soundness of the methodology and the analysis applied. As a result, peer-reviewed research is usually of high quality. A research consumer, however, should still critically evaluate the study's methodology and conclusions.

Can a study's quality be evaluated with the information provided?

Every study should include a description of the population of interest, an explanation of the process used to select and gather data on study subjects, definitions of key variables and concepts, descriptive statistics for main variables, and a description of the analytic techniques. Research consumers should be cautious when drawing conclusions from studies that do not provide sufficient information about these key research components.

Are there any potential threats to the study's validity?

A valid study answers research questions in a scientifically rigorous manner. Threats to a study's validity are found in three areas: 

Internal Validity

External validity, construct validity.

Internal Validity refers to whether the outcomes observed in a study are due to the independent variables or experimental manipulations investigated in the study and not to some other factor or set of factors. To determine whether a research study has internal validity, a research consumer should ask whether changes in the outcome could be attributed to alternative explanations that are not explored in the study. For example, a study may show that a new curriculum had a significant positive effect on children's reading comprehension.

The study must rule out alternative explanations for the increase in reading comprehension, such as a new teacher, in order to attribute the increase in reading comprehension to the new curriculum. Studies that specifically explain how alternative explanations were ruled out are more likely to have internal validity. Threats to a study's internal validity can compromise the confidence consumers have in the findings from a study and include:

• The introduction of events while the study is being conducted that may affect the outcome or dependent variable of the study. For example, while studying the effectiveness of children's participation in an early childhood program, the program was closed for an extended period of time due to damage from a hurricane.
• Changes in the dependent variable due to normal developmental processes in study participants. For example, young children's performance on a battery of outcome measures (e.g., reading and math assessments) may decline during the testing or observation period due to fatigue or other factors.
• The circumstances around the testing that is used to assess the dependent variable. For example, preschool children's performance on a standardized test may be questionable if test items are presented to children in unfamiliar ways or in group settings.
• Participants leaving or dropping out of the study before it is completed. This can be especially problematic if those who leave the study are different from those who stay. For example, in a longitudinal study of the effects of a school lunch program on children's academic achievement, the validity of the findings could be problematic if the most disadvantaged children in the program left the study at a higher rate than other children.
• Changes to or inconsistencies in how the dependent and independent variables were measured. For example, changing the way in which children's math skills are measured at two time points could introduce error if the two measures were developed using different assessment frameworks (i.e., they were developed to assess different math content and processes). Inconsistencies are also introduced when different staff follow different procedures when administering the same measure. For example, when administering an assessment to bilingual children, some staff give children credit for answering correctly in English or Spanish, and other staff only give credit for answering correctly in English.
• Statistical regression or regression to the mean can affect the outcome of a study. It is the movement of test scores (post-test scores) toward the mean (average score), independent of any effect of an independent variable. It is especially a concern when assessing the skills of low performing individuals and comparing their skills to those with average or above average performance. For example, kindergarten children with the weakest reading skills at the start of the school year may show the greatest gains in their skills over the school year (e.g., between fall and spring assessments) independent of the instruction they received from their teachers.

External Validity refers to the extent to which the results of a study can be generalized to other settings (ecological validity), other people (population validity) and over time (historical validity). To assess whether a study has external validity, a research consumer should ask whether the findings apply to individuals whose place and circumstances differ from those of study participants. For example, a research study shows that a new curriculum improved reading comprehension of third-grade children in Iowa. As a research consumer, you want to ask whether this new curriculum may also be effective with third graders in New York or with children in other elementary grades. Studies that randomly select participants from the most diverse and representative populations and that are conducted in natural settings are more likely to have external validity. Threats to a study's external validity come from several sources, including:

• The list of all those in the population who are eligible to be sampled is incomplete or contains duplicates. For example, in a household survey, the list of housing units from which the sample will be drawn may be missing housing units (e.g., one or the two housing units in a duplex home). Or, an address list that will be used to drawn a sample may have some households listed twice.
• Some members of the population or members of certain groups may not be adequately represented in the sample (undercoverage). For example, a survey of adult education that relies on a published list of telephone numbers to select its sample may not get an accurate estimate of the participation of adults in different education programs because young adults who have higher rates of participation are less likely to have landlines and to have numbers published.
• Not all individuals who are sampled agree to participate in the study. When those who participate are different in meaningful ways from those who do not, there is the potential for the findings from the study to be biased (nonresponse bias). That is, the findings may not represent an accurate picture of the total population.
• Selecting samples using non-probability methods (e.g., purposive sample, volunteer samples), which tend to over- or under-represent certain groups in the population. For example, volunteer surveys on controversial topics such as school vouchers and sex education are more likely to overrepresent individuals with strong opinions. And, shopping mall surveys in general only represent the small group of individuals who are shopping at a particular location and at specific times.
• The findings from one study are difficult to replicate across locations, groups, and time. Despite the best efforts, it is extremely difficult to introduce and implement a program (treatment) exactly the same way in different locations. Similarly, it is difficult to conduct a study the same way each time. While researchers have control over many features of their studies, there are factors that are beyond their control (e.g., willingness of potential subjects to participate, scheduling conflicts that could lead to cancellations of data collection activities, data collection being suspended due to natural disasters). For example, the ability to carry out a study of school-age children's reading and math achievement in one school or in one school district may be affected by teachers' willingness to surrender instructional time for students to participate in a series of standardized assessments. In some cases, modifications to the study design (e.g., shorten the assessment, limit sensitive questions on a teacher or parent survey) must be made to accommodate the concerns of school and district leaders.
• Changes in the behaviors and reported attitudes of study participants as a result of being included in a research study (Hawthorne effect). For example, parents participating in a research study on children's early development may change the ways in which they support their child's learning at home.

Construct Validity refers to the degree to which a variable, test, questionnaire or instrument measures the theoretical concept that the researcher hopes to measure. To assess whether a study has construct validity, a research consumer should ask whether the study has adequately measured the key concepts in the study. For example, a study of reading comprehension should present convincing evidence that reading tests do indeed measure reading comprehension. Studies that use measures that have been independently validated in prior studies are more likely to have construct validity.

There are many threats to construct validity. These can arise during: the planning and design stage, assessment or survey administration, and data processing and analysis. Some are attributed to researchers and others to the subjects of the research. Here are some of the more common threats:

• Poorly defined constructs are perhaps the largest threat to construct validity. This applies to constructs that are too narrowly defined as well as those that are defined too broadly.
• Validity can also be affected by the measures a researcher chooses to measure a construct. Measures that include too few items to adequately represent the construct pose a threat as do measures that include items that tap other constructs. For example, a math assessment administered to four- and five-year old children that only includes items that require children to count would not be adequate to represent their math skills. A math assessment administered to this same group of children that was made up mostly of word problems would be tapping both their math and language skills. A valid measure should cover all aspects of the theoretical construct and only aspects of the theoretical construct.
• Assessment items or survey questions that are poorly written are threats to validity. Such items would include double-barreled questions that ask multiple questions within a single item (e.g., are you happily married and do you and your spouse argue?). Other examples of poorly written questions include those that use language that is above the reading level of most respondents, use professional jargon or are written in such a way as to trigger a socially desirable response.
• The validity of an assessment is threatened if there are too many items that are outside the ability of the individual being assessed (e.g., too many very easy items and too many very difficult items). For example, an early literacy assessment that only included passages that children were asked to read and answer questions about would not result in a valid assessment of children's early literacy.
• Threats that are introduced by interviewers and assessment staff. Actions by these individuals that can affect the reliability and thus the validity of the assessment occur when they deviate from the research protocol and when they signal a correct answer to the study participant through their actions. For example, an assessment of young children's English language vocabulary may specify that only responses in English are acceptable. However, when assessing bilingual children, some assessors comply with this rule while others accept responses in English or in the child's home language (e.g., Spanish). Assessors may unintentionally signal to children the correct responses on an assessment by 'staring' at the correct response to a multiple-choice item or by smiling and giving praise only when the child answers correctly.
• Threats to validity can also be introduced by the research participants. These would include participant apprehension or anxiety that could result in poorer performance on an assessment or to incorrect or ambiguous responses to a series of interview items. These threats must be taken seriously and addressed when administering standardized assessments to young children, many of whom will have limited experience with these types of tests. The language used when administering an assessment can also threaten its validity, if subjects do not have the language skills to understand what they are being asked to do and the language skills needed to respond.
• Coding errors - Coding errors that are systematic as compared to those that are random are especially problematic.
• Poor inter-coder or inter-rater reliability - When coding responses to open-ended survey items or assigning scores to behaviors observed during a video interaction, it is important that different coders or raters assign the same code or score for the same response or behavior. That is, the goal is high inter-coder or inter-rater reliability. When inter-coder or inter-rater reliability is poor, it can have an adverse effect on the validity of a measure. For example, the construct validity of an observation measure of the quality of parent-child interactions could be compromised should individual members of a group coding a set of videotaped mother-child interactions apply different standards as to what they deem as intrusive parenting practices.
• Inconsistencies in how data are analyzed and missing data handled - Missing data may be handled in a number of different ways, and the approach that is chosen could prove to be problematic for a construct, especially when the data are not missing at random. For example, if items tapping certain math skills are missing disproportionately, the validity of the measure could be jeopardized if a researcher assigns the mean score for those items or if he simply averages the scores for the non-missing items.

105 Questions to Ask When Reviewing a Research Article

Poring over the pages of a research article can feel like navigating a labyrinth. You’re in pursuit of the truth, but the path is winding, and each choice of direction is pivotal. As a critic, a peer reviewer, or simply an inquisitive reader, you understand the potential impact that a well-conducted study can have on the world.

Unlocking that potential begins with a meticulously critical review guided by questions—questions that cut through the data like a surgeon’s scalpel, revealing the heart of the study’s validity and value.

Let’s prime your inquisitive mind with essential inquiries to illuminate the strengths and shortcomings of any research article.

Table of Contents

Understanding the Research Foundation

• What is the primary research question the article is addressing?
• Is the literature review relevant and comprehensive?
• How does this study contribute to the existing body of knowledge?
• Does the research address a significant problem in the field?
• Are the research objectives clearly stated?
• How well does the study formulate its hypotheses or research questions?
• Are the theoretical framework and background context well articulated?
• Does the article sufficiently justify the relevance of the research?
• Are there any apparent biases in the way the research question is framed?
• How does the research build upon or challenge existing theories?
• Is there a clear connection between the research question and the methodology?
• Does the article clearly state its aims and scope?
• Are any assumptions made in the research explicitly stated?
• Is the importance of the research question evident to non-specialists?
• Are there areas within the research foundation that could benefit from further clarification?

Assessing the Research Methods

• Are the methods appropriate for the research question?
• Is the study design clearly explained and appropriate?
• Have the instruments used for data collection been adequately described?
• Are the methods of data analysis suitable for answering the research question?
• Were any controls used to prevent bias, and are they effective?
• Is there a clear explanation of how participants or samples were selected?
• Does the study acknowledge and account for any limitations in the methodology?
• Are procedures described in enough detail to replicate the study?
• Is the choice of statistical tests clearly justified?
• Were all methods ethically sound?
• Does the author explain the steps taken to ensure data reliability and validity?
• Have the methods been presented transparently?
• Does the article discuss the generalizability of the methods to other contexts?
• Are there any potential confounding variables, and how are they addressed?
• Is the sampling method adequately justified and explained?

Analyzing the Results

• Are the results presented in a clear and organized way?
• Do tables and figures effectively communicate the findings?
• Are all claimed results supported by the data?
• Does the study appropriately discuss any unexpected or unusual findings?
• Are the results contextually interpreted with sufficient caution?
• Is there evidence of data saturation in qualitative studies?
• Does the author distinguish between correlation and causation where applicable?
• Are percentages and numerical results given with appropriate precision?
• Have the results been discussed in relation to the research question?
• Are any findings that do not support the hypotheses adequately acknowledged and discussed?
• Is the variability in the data acknowledged and explained?
• Has the study reported the effect sizes where relevant?
• Are the results consistent with the results from similar studies?
• Does the author avoid overgeneralizing the findings?
• Are all the results derived from the methodology described, or are there unaccounted-for results?

Evaluating the Discussion and Conclusions

• Do the discussion and conclusions logically follow from the results?
• Are the implications of the results clearly spelled out?
• Does the discussion acknowledge the study’s limitations?
• How well does the article relate the findings to the broader context of the field?
• Are all findings integrated into the conclusion, including those that don’t fully support the hypotheses?
• Are the conclusions well-reasoned and supported by evidence?
• Does the discussion consider alternative explanations for the findings?
• Are recommendations for future research made?
• Does the author overstate the significance of the results?
• Has the study’s contribution to new knowledge been articulated well?
• Do the conclusions address the aims stated at the beginning of the paper?
• Is there evidence of reflexivity in acknowledging the researcher’s role?
• Are conclusions kept within the bounds of the research design and data?
• How does the research advance the field or influence practice?
• Is there a call to action or practical application identified in the conclusions?

Considering the Practical Implications

• Are the practical implications of the research clearly outlined?
• How does the research address real-world issues?
• Are recommendations for practitioners or policymakers discussed?
• Is the impact on society or the environment considered?
• Is there potential for the research to influence public policy or regulations?
• How might the results be applied in the field?
• Does the study provide insights that could lead to technological innovations?
• Are ethical considerations in applying the research findings addressed?
• Is there a clear audience or beneficiary of the research implications?
• How can the findings be used to inform future research or professional practice?
• Does the research suggest new areas for practical experimentation or implementation?
• Are the financial or economic implications of the research evaluated?
• Does the article suggest any changes to current standards or protocols?
• How accessible are the implications to stakeholders outside of academia?
• Do the practical implications take into account diverse contexts and populations?

Reviewing the Structure and Presentation

• Is the article structured logically and systematically?
• Does the title accurately describe the content of the article?
• Are all sections of the paper, including the abstract and keywords, effectively presented?
• Is the writing clear, concise, and easy to follow?
• Does the paper avoid unnecessary jargon and define essential terms?
• Is there a smooth flow and transitions between sections?
• Are any graphs, charts, or images appropriate and clearly labeled?
• Does the paper meet the scholarly standards for formatting and style?
• Is the quality of English language usage appropriate for publication?
• Are all necessary acknowledgments or disclaimers included?
• Does the introduction effectively set up the importance of the research and outline the paper?
• Is the conclusion concise and does it summarize the key findings?
• Are the table of contents and/or index clear and correct?
• Is the overall presentation appealing to the journal’s readership?
• Does the paper adhere to the targeted journal’s guidelines for authors?

Checking for Ethical Compliance and Citation Integrity

• Are the sources of funding and any potential conflicts of interest disclosed?
• Is evidence of informed consent or IRB approval mentioned for studies with human participants?
• Are raw data and materials available as per ethical guidelines?
• Is proper attribution given to all sources and previous research?
• Are the citations up-to-date and relevant to the content of the article?
• Is there any sign of plagiarism or self-plagiarism?
• Does the article adhere to ethical standards regarding animal research if applicable?
• Have the authors been transparent about their contribution to the research?
• Are the limitations regarding the ethical aspects of the research acknowledged?
• Are quotes and figures from other works properly cited?
• Does the work avoid undue harm in the presentation of graphic or sensitive material?
• Is there a declaration of any data manipulation or image enhancement?
• Are citation practices consistent throughout the document?
• Has the article avoided sensationalism or overstating research findings?
• Are appropriate permissions documented for copyrighted material?

Frequently Asked Questions

Why is it important to review a research article critically.

Reviewing a research article critically is crucial because it ensures the integrity, reliability, and impact of academic work. It helps to identify strengths and weaknesses within a study, improve research quality, and foster scientific progress.

What should I focus on when assessing a research article’s methodology?

When assessing methodology, focus on whether the methods are suitable for the research question, the study design is solid, and the procedures are meticulously described and ethical. It’s also vital to consider the data analysis, selection of participants, and the method of reporting results.

How do I know if the results of the article are credible?

Results are credible if they are clear, logically presented, supported by the data, and statistically validated. They should align with the methodology and address the research question effectively.

What if I find ethical issues in the research article?

Ethical issues should be addressed by evaluating the transparency of funding, conflicts of interest, adherence to ethical research guidelines, and whether there is informed consent if applicable. If ethical issues are present, they should be reported to the journal or relevant authorities.

Final Thoughts

Evaluating a research article is not dissimilar to assembling a jigsaw puzzle, where every question you pose helps piece the narrative together, giving clarity to blurred lines and bringing context into sharper focus.

Remember, the right questions don’t just lead to answers—they challenge assumptions, push boundaries, and pave the way for innovation and improvement. With this list of questions, you’re equipped to traverse the intricate layers of any research work and emerge with insights as powerful as the studies they scrutinize.

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Expert Commentary

Eight questions to ask when interpreting academic studies: A primer for media

Scholarly research is a great source for rigorous, unbiased information, but making judgments about its quality can be difficult. Here are some important questions to ask when reading studies.

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by Justin Feldman and John Wihbey, The Journalist's Resource March 26, 2015

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Reading scholarly studies can help journalists integrate rigorous, unbiased sources of information into their reporting. These studies are typically carried out by professors and professional researchers — at universities, think tanks and government institutions — and are published through a peer-review process in which those familiar with the study area ensure that there are no major flaws.

Even for people who carry out research, however, interpreting scientific (and social science) studies and making judgments about their quality can be difficult tasks. In a now-famous article, Stanford professor John Ioannidis argues that “ most published research findings are false ” due to inherent limitations in how researchers design studies. (Health and medical studies can be particularly attractive to media, but be aware that there is a long history of faulty findings .) Occasionally, too, studies can be the product of outright fraud: A 1998 study falsely linking vaccines and autism is now perhaps the canonical example, as it spurred widespread and long-lasting societal damage . Journalists should also always examine the funding sources behind the study, which are frequently declared at the study’s conclusion.

Before journalists write about research and speak with authors, they should be able to both interpret a study’s results generally and understand the appropriate degree of skepticism that a given study’s findings warrant. This requires data literacy , some familiarity with statistical terms and a basic knowledge of hypothesis testing and construction of theories .

Journalists should also be well aware that most academic research contains careful qualifications about findings. The common complaint from scientists and social scientists is that news media tend to pump up findings and hype studies through catchy headlines, distorting public understanding. But landmark studies sometimes do no more than tighten the margin of error around a given measurement — not inherently flashy, but intriguing to an audience if explained with rich context and clear presentation.

Here are some important questions to ask when reading a scientific study:

1. What are the researchers’ hypotheses?

A hypothesis is a research question that a study seeks to answer. Sometimes researchers state their hypotheses explicitly, but more often their research questions are implicit. Hypotheses are testable assertions usually involving the relationship between two variables. In a study of smoking and lung cancer, the hypothesis might be that smokers develop lung cancer at a higher rate than non-smokers over a five-year period.

It is also important to note that there are formal definitions of null and alternative hypotheses for use with statistical analysis.

2. What are the independent and dependent variables?

Independent variables are factors that influence particular outcomes. Dependent variables are measures of the outcomes themselves. In the study assessing the relationship between smoking and lung cancer, smoking is the independent variable because the researcher assumes it predicts lung cancer, the dependent variable. (Some fields use related terms such as “exposure” and “outcome.”)

Pay particular attention to how the researchers define all of the variables — there can be quite a bit of nuance in the definitions. Also look at the methods by which the researchers measure the variables. Generally speaking, a variable measured using a subject’s response to a survey question is less trustworthy than one measured through more objective means — reviewing laboratory findings in their medical records, for example.

3. What is the unit of analysis?

For most studies involving human subjects, the individual person is the unit of analysis. However, studies are sometimes interested in a different level of analysis that makes comparisons between classrooms, hospitals, schools or states, for example, rather than between individuals.

4. How well does the study design address causation?

Most studies identify correlations or associations between variables, but typically the ultimate goal is to determine causation . Certain study designs are more useful than others for the purpose of determining causation.

At the most basic level, studies can be placed into one of two categories: experimental and observational . In experimental studies, the researchers decide who is exposed to the independent variable and who is not. In observational studies, the researchers do not have any control over who is exposed to the independent variable — instead they make comparisons between groups that are already different from one another. In nearly all cases, experimental studies provide stronger evidence than observational studies.

Here are descriptions of some of the most common study designs, presented along with their respective values for inferring causation:

• Randomized controlled trials (RCTs), also known as clinical trials, are experimental studies that are considered the “gold standard” in research. Out of all study designs, they have the most value for determining causation although they do have limitations. In an RCT, researchers randomly divide subjects into at least two groups: One that receives a treatment, and the other — the control group — that receives either no treatment or a simulated version of the treatment called a placebo . The independent variable in these experiments is whether or not the subject receives the real treatment. Ideally an RCT should be double-blind — the participants should not know to which treatment group they have been assigned, nor should the study staff know. This arrangement helps to avoid bias. Researchers commonly use RCTs to meet regulatory requirements, such as evaluating pharmaceuticals for the Food and Drug Administration. Due to issues of cost, logistics and ethics, RCTs are fairly uncommon for other purposes. Example: “ Short-Term Soy Isoflavone Intervention in Patients with Localized Prostate Cancer ”
• Longitudinal studies , like RCTs, follow the same subjects over a given time period. Unlike in RCTs, they are observational. Researchers do not assign the independent variable in longitudinal studies — they instead observe what happens in the real world. A longitudinal study might compare the risk for heart disease among one group of people who are exposed to high levels of air pollution to the risk of heart disease among another group exposed to low levels of air pollution. The problem is that, because there is no random assignment, the groups may differ from one another in other important ways and, as a result, we cannot completely isolate the effects of air pollution. These differences result in confounding and other forms of bias. For that reason, longitudinal studies have less validity for inferring causation than RCTs and other experimental study designs. Longitudinal studies have more validity than other kinds of observational studies, however. Example: “ Mood after Moderate and Severe Traumatic Brain Injury: A Prospective Cohort Study ”
• Case-control studies are technically a type of longitudinal study, but they are unique enough to discuss separately. Common in public health and medical research, case-control studies begin with a group of people who have already developed a particular disease and compare them to a similar but disease-free group recruited by the researchers. These studies are more likely to suffer from bias than other longitudinal studies for two reasons. First, they are always retrospective , meaning they collect data about independent variables years after the exposures of interest occurred — sometimes even after the subject has died. Second, the group of disease-free people is very likely to differ from the group that developed the disease, creating a substantial risk for confounding. Example: “ Risk Factors for Preeclampsia in Women from Colombia ”.
• Cross-sectional studies are a kind of observational study that measure both dependent and independent variables at a single point in time. Although researchers may administer the same cross-sectional survey every few years, they do not follow the same subjects over time. An important part of determining causation is establishing that the independent variable occurred for a given subject before the dependent variable occurred. But because they do not measure the variables over time, cross-sectional studies cannot determine that a hypothesized cause precedes its effect, so the design is limited to making inferences about correlations rather than causation. Example : “ Physical Predictors of Cognitive Performance in Healthy Older Adults ”
• Ecological studies are observational studies that are similar to cross-sectional studies except that they measure at least one variable on the group-level rather that the subject-level. For example, an ecological study may look at the relationship between individuals’ meat consumption and their incidence of colon cancer. But rather than using individual-level data, the study relies on national cancer rates and national averages for meat consumption. While it might seem that higher meat consumption is linked to a higher risk of cancer, there is no way to know if the individuals eating more meat within a country are the same people who are more likely to develop cancer. This means that ecological studies are not only inadequate for inferring causation, they are also inadequate for establishing a correlation. As a consequence, they should be regarded with strong skepticism. Example: “ A Multi-country Ecological Study of Cancer Incidence Rates in 2008 with Respect to Various Risk-Modifying Factors ”
• Systematic reviews are surveys of existing studies on a given topic. Investigators specify inclusion and exclusion criteria to weed out studies that are either irrelevant to their research question or poorly designed. Using keywords, they systematically search research databases, present the findings of the studies they include and draw conclusions based on their consideration of the findings. Assuming that the review includes only well-designed studies, systematic reviews are more useful for inferring causation than any single well-designed study. Example: “ Enablers and Barriers to Large-Scale Uptake of Improved Solid Fuel Stoves. ” For a sense of how systematic reviews are interpreted and used by researchers in the field, see “How to Read a Systematic Review and Meta-analysis and Apply the Results to Patient Care,” published in the Journal of the American Medical Association (JAMA.)
• Meta-analyses are similar to systematic reviews but use the original data from all included studies to create a new analysis. As a result, a meta-analysis is able to draw conclusions that are more meaningful than a systematic review. Again, a meta-analysis is more useful for inferring causation than any single study, assuming that all studies are well-designed. Example: “ Occupational Exposure to Asbestos and Ovarian Cancer ”

5. What are the study’s results?

There are several aspects involved in understanding a study’s results:

• Understand whether or not the study found statistically significant relationships between the dependent and independent variables. If the relationship is statistically significant, it means that any difference observed between groups is unlikely to be due to random chance. P-values help researchers to decide whether observed differences are simply due to chance or represent a true difference between groups.
• If the relationship is statistically significant, it is then important to determine the effect size , which is the size of the difference observed between the groups. Subjects enrolled in a weight loss program may have experienced a statistically significant reduction in weight compared to those in a control group, but is that difference one ounce, one pound or ten pounds? There are myriad ways in which studies present effect sizes — such obscure terms as regression coefficients, odds ratios, and population attributable fractions may come into play. Unfortunately, research articles sometimes fail to interpret effect sizes in words. In these cases, it may be best to consult an expert to help develop a plain-English interpretation.
• Even if there is a statistically significant difference between comparison groups, this does not mean the effect size is meaningful. A weight loss program that leads to a total weight reduction of one ounce on average or a policy that saves one life out of a billion may not be meaningful. Again, consulting an expert in the field can help to determine how meaningful an effect size is, a determination that is ultimately a subjective judgment call.

6. How generalizable are the results?

Study results are useful because they help us make inferences about the relationship between independent and dependent variables among a larger population. The subjects enrolled in the study must be similar to those in the larger population, however, in order to generalize the findings. Even a perfectly designed study may be of limited value when its results cannot be generalized. It is important to pay attention to the composition of the study sample. If the unit of analysis is the individual, important factors to consider regarding the group’s composition include age, race/ethnicity, gender, socioeconomic status, and geographic location. While some samples are deliberately constructed to be representative of a country or region, most are not.

7. What limitations do the authors note?

Within a research article, authors often state some of the study’s limitations explicitly. This information can be very helpful in determining the strength of the evidence presented in the study.

8. What conclusions do similar studies draw?

With some notable exceptions, a single study is unlikely to fundamentally change what is already known about the research question it addresses. It is important to compare a new study’s findings to existing studies that address similar research questions, particularly systematic reviews or meta-analyses if available.

Further: One hidden form of bias that is easily missed is what’s called “selecting on the dependent variable,” which is the research practice of focusing on only those areas where there are effects and ignoring ones where there are not. This can lead to exaggerated conclusions (and thereby false media narratives). For example, it is tempting to say that “science has become polarized,” as survey data suggest significant differences in public opinion on issues such as climate change, vaccinations and nuclear power. However, on most scientific issues, there is almost no public debate or controversy . Additionally, the reality of “publication bias” — academic journals have traditionally been more interested in publishing studies that show effects, rather than no effects — can create a biased incentive structure that distorts larger truths.

For an updated overview, see a 2014 paper by Stanford’s John Ioannidis, “How to Make More Published Research True.”

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11.2: Getting Ready- Questions to Ask Yourself About Your Research Essay

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• Steven D. Krause
• Eastern Michigan University

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If you are coming to this chapter after working through some of the writing exercises in Part Two, “Exercises in the Process of Research,” then you are ready to dive into your research essay. By this point, you probably have done some combination of the following things:

• Thought about different kinds of evidence to support your research;
• Been to the library and the internet to gather evidence;
• Developed an annotated bibliography for your evidence;
• Written and revised a working thesis for your research;
• Critically analyzed and written about key pieces of your evidence;
• Considered the reasons for disagreeing and questioning the premise of your working thesis; and
• Categorized and evaluated your evidence.

In other words, you already have been working on your research essay through the process of research writing.

But before diving into writing a research essay, you need to take a moment to ask yourself, your colleagues, and your teacher some important questions about the nature of your project.

• What is the specific assignment?

It is crucial to consider the teacher’s directions and assignment for your research essay. The teacher’s specific directions will in large part determine what you are required to do to successfully complete your essay, just as they did with the exercises you completed in part two of this book.

If you have been given the option to choose your own research topic, the assignment for the research essay itself might be open-ended. For example:

Example \(\PageIndex{1}\):

Write a research essay about the working thesis that you have been working on with the previous writing assignments. Your essay should be about ten pages long, it should include ample evidence to support your point, and it should follow MLA style.

Some research writing assignments are more specific than this, of course. For example, here is a research writing assignment for a poetry class:

Example \(\PageIndex{2}\):

Write a seven to ten page research essay about one of the poets discussed in the last five chapters of our textbook and his or her poems. Besides your analysis and interpretation of the poems, be sure to cite scholarly research that supports your points. You should also include research on the cultural and historic contexts the poet was working within. Be sure to use MLA documentation style throughout your essay.

Obviously, you probably wouldn’t be able to write a research project about the problems of advertising prescription drugs on television in a History class that focused on the American Revolution.

• What is the main purpose of your research essay?

Has the goal of your essay been to answer specific questions based on assigned reading material and your research? Or has the purpose of your research been more open-ended and abstract, perhaps to learn more about issues and topics to share with a wider audience? In other words, is your research essay supposed to answer questions that indicate that you have learned about a set and defined subject matter (usually a subject matter which your teacher already more or less understands), or is your essay supposed to discover and discuss an issue that is potentially unknown to your audience, including your teacher.

The “demonstrating knowledge about a defined subject matter” purpose for research is quite common in academic writing. For example, a political science professor might ask students to write a research project about the Bill of Rights in order to help her students learn about the Bill of Rights and to demonstrate an understanding of these important amendments to the U.S. Constitution. But presumably, the professor already knows a fair amount the Bill of Rights, which means she is probably more concerned with finding out if you can demonstrate that you have learned and have formed an opinion about the Bill of Rights based on your research and study.

“Discovering and discussing an issue that is potentially unknown to your audience” is also a very common assignment, particularly in composition courses. As the examples included throughout The Process of Research Writing suggest, the subject matter for research essays that are designed to inform your audience about something new is almost unlimited.

Hyperlink: See Chapter 5: The Working Thesis Exercise” and the guidelines for “Working With Assigned Topics” and “Coming Up With a Topic of Your Own Idea.”

Even if all of your classmates have been researching a similar research idea, chances are your particular take on that idea has gone in a different direction. For example, you and some of your classmates might have begun your research by studying the effect on children of violence on television, either because that was a topic assigned by the teacher or because you simply shared an interest in the general topic. But as you have focused and refined this initially broad topic, you and your classmates will inevitably go into different directions, perhaps focusing on different genres (violence in cartoons versus live-action shows), on different age groups (the effect of violent television on pre-schoolers versus the effect on teen-agers), or on different conclusions about the effect of television violence in the first place (it is harmful versus there is no real effect).

• Who is the main audience for your research writing project?

Besides your teacher and your classmates, who are you trying to reach with your research? Who are you trying to convince as a result of the research you have done? What do you think is fair to assume that this audience knows or doesn’t know about the topic of your research project? Purpose and audience are obviously closely related because the reason for writing something has a lot to do with who you are writing it for, and who you are writing something for certainly has a lot to do with your purposes in writing in the first place.

In composition classes, it is usually presumed that your audience includes your teacher and your classmates. After all, one of the most important reasons you are working on this research project in the first place is to meet the requirements of this class, and your teacher and your classmates have been with you as an audience every step of the way.

Contemplating an audience beyond your peers and teachers can sometimes be difficult, but if you have worked through the exercises in Part Two of The Process of Research Writing, you probably have at least some sense of an audience beyond the confines of your class. For example, one of the purposes “Critique Exercise” in Chapter 7 is to explain to your readers why they might be interested in reading the text that you are critiquing. The goal of the “Antithesis Exercise” in Chapter 8 is to consider the position of those who would disagree with the position you are taking. So directly and indirectly, you’ve probably been thinking about your readers for a while now.

Still, it might be useful for you to try to be even more specific about your audience as you begin your research essay. Do you know any “real people” (friends, neighbors, relatives, etc.) who might be an ideal reader for your research essay? Can you at least imagine what an ideal reader might want to get out of reading your research essay?

I’m not trying to suggest that you ought to ignore your teacher and your classmates as your primary audience. But research essays, like most forms of writing, are strongest when they are intended for a more specific audience, either someone the writer knows or someone the writer can imagine. Teachers and classmates are certainly part of this audience, but trying to reach an audience of potential readers beyond the classroom and the assignment will make for a stronger essay.

• What sort of “voice” or “authority” do you think is appropriate for your research project?

Do you want to take on a personal and more casual tone in your writing, or do you want to present a less personal and less casual tone? Do you want to use first person, the “I” pronoun, or do you want to avoid it?

My students are often surprised to learn that it is perfectly acceptable in many types of research and academic writing for writers to use the first person pronoun, “I.” It is the tone I’ve taken with this textbook, and it is an approach that is very common in many fields, particularly those that tend to be grouped under the term “the humanities.

For example, consider this paragraph from Kelly Ritter’s essay “The Economics of Authorship: Online Paper Mills, Student Writers, and First-Year Composition,” which appeared in June 2005 issue of one of the leading journals in the field of composition and rhetoric, College Composition and Communication :

Example \(\PageIndex{3}\):

When considering whether, when, and how often to purchase an academic paper from an online paper-mill site, first-year composition students therefore work with two factors that I wish to investigate here in pursuit of answering the questions posed above: the negligible desire to do one’s own writing, or to be an author, with all that entails in this era of faceless authorship vis-á-vis the Internet; and the ever-shifting concept of “integrity,” or responsibility when purchasing work, particularly in the anonymous arena of online consumerism. (603, emphasis added)

Throughout her thoughtful and well-researched essay, Ritter uses first person pronouns (“I” and “my,” for example) when it is appropriate: “I think,” “I believe,” “my experiences,” etc.

This sort of use of the personal pronoun is not limited to publications in English studies. This example comes from the journal Law and Society Review (Volume 39, Issue 2, 2005), which is an interdisciplinary journal concerned with the connections between society and the law. The article is titled “Preparing to Be Colonized: Land Tenure and Legal Strategy in Nineteenth-Century Hawaii” and it was written by law professor Stuart Banner:

Example \(\PageIndex{4}\):

The story of Hawaii complicates the conventional account of colonial land tenure reform. Why did the land tenure reform movement of the late nineteenth and early twentieth centuries receive its earliest implementation in, of all places, Hawaii? Why did the Hawaiians do this to themselves? What did they hope to gain from it? This article attempts to answer these questions. At the end, I briefly suggest why the answers may shed some light on the process of colonization in other times and places, and thus why the answers may be of interest to people who are not historians of Hawaii. (275, emphasis added)

Banner uses both “I” and “my” throughout the article, again when it’s appropriate.

Even this cursory examination of the sort of writing academic writers publish in scholarly journals will demonstrate my point: academic journals routinely publish articles that make use of the first person pronoun. Writers in academic fields that tend to be called “the sciences” (chemistry, biology, physics, and so forth, but also more “soft” sciences like sociology or psychology) are more likely to avoid the personal pronoun or to refer to themselves as “the researcher,” “the author,” or something similar. But even in these fields, “I” does frequently appear.

The point is this: using “I” is not inherently wrong for your research essay or for any other type of academic essay. However, you need to be aware of your choice of first person versus third person and your role as a writer in your research project.

Generally speaking, the use of the first person “I” pronoun creates a greater closeness and informality in your text, which can create a greater sense of intimacy between the writer and the reader. This is the main reason I’ve used “I” in The Process of Research Writing: using the first person pronoun in a textbook like this lessens the distance between us (you as student/reader and me as writer), and I think it makes for easier reading of this material.

If you do decide to use a first person voice in your essay, make sure that the focus stays on your research and does not shift to you the writer. When teachers say “don’t use I,” what they are really cautioning against is the overuse of the word “I” such that the focus of the essay shifts from the research to “you” the writer. While mixing autobiography and research writing can be interesting (as I will touch on in the next chapter on alternatives to the research essay), it is not the approach you want to take in a traditional academic research essay.

The third person pronoun (and avoidance of the use of “I”) tends to have the opposite effect of the first person pronoun: it creates a sense of distance between writer and reader, and it lends a greater formality to the text. This can be useful in research writing because it tends to emphasize research and evidence in order to persuade an audience.

(I should note that much of this textbook is presented in what is called second person voice, using the “you” pronoun. Second person is very effective for writing instructions, but generally speaking, I would discourage you from taking this approach in your research project.)

In other words, “first person” and “third person” are both potentially acceptable choices, depending on the assignment, the main purpose of your assignment, and the audience you are trying to reach. Just be sure to consistent—don’t switch between third person and first person in the same essay.

• What is your working thesis and how has it changed and evolved up to this point?

If you’ve worked through some of the exercises in part two of The Process of Research Writing, you already know how important it is to have an evolving working thesis. If you haven’t read this part of the textbook, you might want to do so before getting too far along with your research project. Chapter Five, “The Working Thesis Exercise,” is an especially important chapter to read and review.

Remember: a working thesis is one that changes and evolves as you write and research. It is perfectly acceptable to change your thesis in the writing process based on your research.

Exercise 10.1

Working alone or in small groups, answer these questions about your research essay before you begin writing it:

• What is the specific research writing assignment? Do you have written instructions from the teacher for this assignment? Are there any details regarding page length, arrangement, or the amount of support evidence that you need to address? In your own words, restate the assignment for the research essay.
• What is the purpose of the research writing assignment? Is the main purpose of your research essay to address specific questions, to provide new information to your audience, or some combination of the two?
• Who is the audience for your research writing assignment? Besides your teacher and classmates, who else might be interested in reading your research essay?
• What sort of voice are you going to use in your research essay? What do you think would be more appropriate for your project, first person or third person?
• What is your working thesis? Think back to the ways you began developing your working thesis in the exercises in part two of The Process of Research Writing. In what ways has your working thesis changed?

If you are working with a small group of classmates, do each of you agree with the basic answers to these questions? Do the answers to these questions spark other questions that you have and need to have answered by your classmates and your teacher before you begin your research writing project?

Once you have some working answers to these basic questions, it’s time to start thinking about actually writing the research essay itself. For most research essay projects, you will have to consider at least most of these components in the process:

• The Formal Outline
• The Introduction
• Background Information
• Evidence to Support Your Points
• Antithetical Arguments and Answers
• The Conclusion
• Works Cited or Reference Information

The rest of this chapter explains these parts of the research essay and it concludes with an example that brings these elements together.

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How to ask a good Research Questions?

Developing the right research questions is a critical first step in the research process. A research question is a question that a study or research project aims to answer. This question often addresses an issue or a problem, which, through analysis and interpretation of data, is answered in the study’s conclusion.

Types of Research Questions

Steps to developing a good research question, 1. start with a broad topic: , 2. narrow down your topic and determine potential research questions: , 3. another way of identifying and constructing research questions:.

• The development of a research question is an iterative process that involves continuously updating one’s knowledge on the topic and refining ideas at all stages.
• Remain updated on current trends, state-of-the-art research studies, and technological advances in the field of study you are pursuing.
• Make the research question as specific and concise as possible to ensure clarity. Avoid using words or terms that don’t add to the meaning of the research question.
• Aside from doing a literature review, seek the input of experts in the field, mentors, and colleagues. Such inputs can prove beneficial not only for the research question but also for creating the rest of the study.
• Finally, refrain from committing the two most common mistakes in framing research questions: posing a question as an anticipated contribution and framing a question as a method.

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Market research questions: what to ask and how.

9 min read Whether you’re looking for customer feedback, product suggestions or brand perception in the market, the right market research questions can help you get the best insights. Learn how you can use them correctly and where to begin.

What is market research?

Market research (also called marketing research) is the action or activity of gathering information about market needs and preferences. This helps companies understand their target market — how the audience feels and behaves.

For example, this could be an online questionnaire , shared by email, which has a set of questions that ask an audience about their views. For an audience of target customers, your questions may explore their reaction to a new product that can be used as feedback into the design.

Why do market research?

When you have tangible insights on the audience’s needs, you can then take steps to meet those needs and solve problems. This mitigates the risk of an experience gap – which is what your audience expects you deliver versus what you actually deliver.

In doing this work, you can gain:

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• Improved decision making – You can avoid the risk of losing capital or time by using what your research tells you and acting with insights.
• Real connection with your target market – If you’re investing in understanding your target audience, your product and service will more likely to make an impact.
• Understand new opportunities – it might be that your research indicates a new area for your product to play within, or you find potential for a new service that wasn’t considered before.

Get started with our free survey maker

Who do you ask your questions to?

Who to target in your market research is crucial to getting the right insights and data back. If you don’t have a firm idea on who your target audiences are, then here are some questions that you can ask before you begin writing your market research questions:

• Who is our customer currently and who do we want to attract in the future?
• How do they behave with your brand?
• What do they say, do and think?
• What are their pain points, needs and wants?
• Where do they live? What is the size of our market?
• Why do they use us? Why do they use other brands?

We’ve put together some questions below (Market research questions for your demographics) if you wanted to reach out to your market for this.

With the answers, you can help you segment your customer market, understand key consumer trends , create customer personas and discover the right way to target them.

Market research goals

Give yourself the right direction to work towards.There are different kinds of market research that can happen, but to choose the right market research questions, figure out your market research goals first.

Set a SMART goal that thinks about what you want to achieve and keeps you on track. SMART stands for Specific, Measurable, Attainable, Relevant and Timely. For example, a good SMART business goal would be to increase website sales for a top product by 10% over a period of 6 months.

You may need to review some strategic business information, like customer personas and historical sales data, which can give you the foundation of knowledge (the ‘baseline’) to grow from. This, combined with your business objectives, will help you form the right SMART targets tailored to your teams.

Types of market research questions

Now that you have your SMART target, you can look at which type of market research questions will help you reach your goal. They can be split into these types:

• For demographics
• For customers
• For product

Market research questions for your demographics

Demographic information about your customers is data about gender, age, ethnicity, annual income, education and marital status. It also gives key information about their shopping habits.

Here are some questions you can ask in your market research survey:

• What is your age / gender / ethnicity / marital status?
• What is the highest level of education you have achieved?
• What is your monthly income range?
• What methods of shopping do you use?
• What amount do you spend on [product/brand/shopping] each month?
• How regular do you shop for [product/brand]?

Learn more about the demographic survey questions that yield valuable insights .

Market research questions for your customer

These questions are aimed at your customer to understand the voice of the customer — the customer marketing landscape is not an one-way dialogue for engaging prospects and your customer’s feedback is needed for the development of your products or services.

• How did we do / would you rate us?
• Why did you decide to use [product or service]?
• How does that fit your needs?
• Would you recommend us to your friends?
• Would you buy from us again?
• What could we do better?
• Why did you decide to shop elsewhere?
• In your opinion, why should customers choose us?
• How would you rate our customer experience?

Learn more about why the voice of the customer matters or try running a customer experience survey.

Market research questions for your product

These questions will help you understand how your customers perceive your product, their reactions to it and whether changes need to be made in the development cycle.

• What does our [product or service] do that you like or dislike?
• What do you think about [feature or benefit]?
• How does the product help you solve your problems?
• Which of these features will be the most valuable / useful for you?
• Is our product competitive with other similar products out there? How?
• How does the product score on [cost / service / ease of use, etc.]?
• What changes will customers likely want in the future that technology can provide?

There are also a set of questions you can ask to find out if your product pricing is set at the right mark:

• Does the product value justify the price it’s marketed at?
• Is the pricing set at the right mark?
• How much would you pay for this product?
• Is this similar to what competitors are charging?
• Do you believe the price is fair?
• Do you believe the pricing is right based on the amount of usage you’d get?

Have you tried a pricing and value research survey to see how much your target customers would be willing to pay?

Market research questions for your brand

How does the impact of your products, services and experiences impact your brand’s image? You can find out using these questions:

• What do you think about our brand?
• Have you seen any reviews about us online? What do they say?
• Have you heard about our brand from friends or family? What do they say?
• How likely are you to recommend our brand to a friend?
• Have you read the testimonials on our own channels? Did they have an impact on your decision to purchase? How?
• When you think of our brand, what do you think/ feel / want?
• How did you hear about us?
• Do you feel confident you know what our brand stands for?
• Are you aware of our [channel] account?

Learn more about brand perception surveys and how to carry them out successfully.

How to use market research questions in a survey

For the best research questionnaires, tailoring your market research questions to the goal you want will help you focus the direction of the data received.

You can get started now on your own market research questionnaire, using one of our free survey templates, when you sign up to a free Qualtrics account.

Drag-and-drop interface that requires no coding is easy-to-use, and supported by our award-winning support team.

With Qualtrics, you can distribute, and analyse surveys to find customer, employee, brand, product, and marketing research insights.

More than 11,000 brands and 99 of the top 100 business schools use Qualtrics solutions because of the freedom and power it gives them.

Get started with our free survey maker tool

Related resources

Market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 12 min read, primary vs secondary research 14 min read, request demo.

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68 market research questions to ask (and how to ask them)

Example market research questions, market research questions to ask customers, market research questions for product development, market research questions for brand tracking, pricing survey questions for market research, how to write your own market research questions.

No two market research projects are alike, but happily there are some tried-and-tested questions you can use for inspiration to get the consumer insights you’re looking for.

It’s all about asking questions that are most relevant to the goals of your research. Every so often the best questions are actually quite straightforward, like asking consumers where they do their grocery shopping.

If you’re creating a customer profile, you’ll ask different questions than when you’re running creative testing with your target audience, or getting insights on key consumer trends in your market.

The right market research questions are the ones that will lead you to actionable insights, and give you a competitive advantage in your target market.

Let’s kick this off and get straight into some questions, shall we?

Where do we even begin with this?! There are so many types of research and we’ll get into which questions work for each below, but here are some classic example market research questions to get you started.

These particular questions are good for surveys that you might run when you’re running some essential consumer profiling research.

• Which of these products have you purchased in the last 3 months?
• Which of the following types of >INSERT YOUR PRODUCT/SERVICE CATEGORY< do you buy at least once a month?
• Approximately, how much would you say you spend on >INSERT YOUR PRODUCT/SERVICE CATEGORY< per month?
• What is stopping you from buying more of >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• When was the last time you tried a new >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• Please rank the following on how important or unimportant they are when deciding which >INSERT PRODUCT CATEGORY< to buy?
• Which of these brands are you aware of?
• Which of these brands have you purchased from in the last 3 months?
• How do you prefer to shop for >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• Why do you prefer to shop online?
• Why do you prefer to shop in-store?
• Thinking about the following, how often do you use/listen/watch each of these media?
• Where do you go to keep up to date with the news?
• Which social media platforms do you use daily?
• What mobile phone do you currently own?

Surely you want to talk to your current customers to understand why they buy from you and what they think about your products?

Correct! But your consumer research should definitely not end with current customers!

Here’s why you should think about broadening your research to include other groups and different market research methods :

• Current customers: This is a must! Running research to your current customers will help you understand how you can make your product or service better. These are the people who’ve spent their hard-earned cash on your products so they have a unique perspective on what kind of value you offer. In addition, understanding why your existing customer base chose your brand over others can help you create messaging that resonates with people who are still on the fence.
• Previous customers: People who used to buy your products but don’t anymore can give you valuable insight into areas you might need to improve. Perhaps your brand perception has shifted making some customers buy elsewhere, or maybe your competitors offer customers better value for money than you currently do. These are the kinds of areas you can learn about by running research to previous customers.
• Non-customers: You should also ask people who haven’t bought your products why they haven’t. That way you’ll learn what you need to improve to bring new customers in. You should ideally ask the same kinds of questions, so that you can learn about what product features you need to work on but also things like the messaging you should be putting out there to win people over.

Here are some questions that are perfect for competitive market analysis research. Some of these questions might sound similar to some from our previous section on consumer profiling—that’s because there’s often some crossover between these types of research. Consumer profiling often refers to a more general type of research that covers similar ground to market analysis. If you’re wondering how to calculate market size , questions like these would be a great starting point.

• How often do you usually purchase >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• Why do you buy >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• What types of >INSERT YOUR PRODUCT/SERVICE CATEGORY< do you buy?
• How often do you buy the following types of >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• Where do you buy your >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• Where do you find out about >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• Which of these brands have your purchased in the last 12 months?
• How would you feel if you could no longer buy >INSERT YOUR PRODUCT/SERVICE CATEGORY<?
• How important or unimportant do you find the following topics? (e.g. sustainability, diversity and inclusion, ethical supply chain)
• What could be improved about the products you currently use?

By involving consumers in the product development process, you can make sure that your products are designed to meet—and ideally exceed—their needs.

Product market research can be done at several points in the product development process, by asking potential customers in your target market questions about existing products (yours or competitors’), prototypes, or just your own early-stage product ideas.

You can dive into the customer experience, specific product features or simply find out if the product quality matches the value proposition you’re putting out there.

Sometimes you even get a surprising answer to the question: how does our product or service help people?

You might learn from the survey responses that customers are using your product in a different way than you intended, opening you up to new target markets and different product types in the future.

Asking these questions also allows you to get feedback on your designs, so that you can make necessary changes before the product is released. Here’s some inspiration for when you’re conducting product market research.

There are different types of new product development research. A key type is Jobs to be done research. This research digs into the practical reasons people buy products—the jobs they need to get done with a specific product. You use these insights to help you create products that will genuinely help consumers, and that they’ll ultimately want to buy.

• How many times have you carried out [INSERT ACTIVITY] in the last 12 months?
• How much time would you typically spend on this [INSERT ACTIVITY]?
• How important or unimportant is carrying out this [INSERT ACTIVITY]?
• How satisfied or unsatisfied do you feel when carrying out this [INSERT ACTIVITY]?
• What is the best thing about carrying out [INSERT ACTIVITY]?
• How does carrying out [INSERT ACTIVITY] make you feel? Please select all that apply
• What particular problems or challenges do you run into while carrying out [INSERT ACTIVITY]?

When you’re cooking up your brand’s next product, you’ll want to go through a concept testing phase. This is where you ask consumers what they think about your idea and find out whether it’s likely to be a success. Here are some of the questions you could ask in your concept testing research.

• To what extent do you like or dislike this idea/product? [ATTACH IMAGE]
• What do you like about this idea/product?
• What do you dislike about this idea/product?
• Is easy to use
• Sounds tasty
• Is good quality
• Is Innovative
• Is different from others
• Purchase this product
• Replace the product I currently own with this
• What other products this idea/product reminds you of? Please provide as much detail as possible including the product name.
• What feature(s), if any, do you feel are missing from this product?
• How would you improve this idea/product? Be as descriptive as possible!
• What issues do you solve through the use of this product?
• When can you see yourself using this product? Please select all that apply.
• The price for this product is $25.00 per item. How likely or unlikely would you be to buy this product at this price?

Get inspired with NPD survey templates

Our in-house research experts have created New Product Development (NPD) survey templates to give you the perfect starting point for your product research!

Does the perspective of new customers change over time? How do you compare to other brands, and how do you become the preferred brand in your market and increase that market share?

Brand perception and brand awareness are super important metrics to track. These insights can be used to improve customer experience and satisfaction on a higher level than just product: the relationship you have with your customers.

This research can also help you understand how to reach the holy grail of branding: turning loyal customers into brand ambassadors.

You should also remember to ask marketing research questions about your brand to existing and potential customers.

Existing customers might have a different view after having interacted with your team and products, and you can use that to manage the expectations of your target customers down the line. And potential customers can help you understand what’s holding them back from joining your customer base.

Top tip: it’s completely fine (and super beneficial!) to run brand tracking into your competitors’ brands as well as your own. Replicating research for different brands will give you a tailored benchmark for your category and position.

Here are some key questions to ask in your brand tracking research.

• Which of the following, if any, have you purchased in the past 12 months?
• Thinking about >INSERT YOUR CATEGORY<, what brands, if any, are you aware of? Please type in all that you can think of.
• Which of these brands of facial wipes, if any, are you aware of?
• Which of these facial wipe brands, if any, have you ever purchased?
• Which of these facial wipe brands, if any, would you consider purchasing in the next 6 months?
• e.g. Innovative
• Easy to use
• Traditional
• We’d now like to ask you some specific questions about >INSERT YOUR BRAND<.
• When did you last use >INSERT YOUR BRAND<?
• What do you like most about >INSERT YOUR BRAND<?
• What do you like least about >INSERT YOUR BRAND<?
• How likely would you be to recommend >INSERT YOUR BRAND< to a friend, family or colleague?
• Why did you give that score? Include as much detail as possible
• In newspapers/magazines
• On Instagram
• On Facebook
• On the radio
• Through friends/family/colleagues
• When did you last use >INSERT MAIN COMPETITOR BRAND<?
• How likely would you be to recommend >INSERT MAIN COMPETITOR BRAND< to a friend, family or colleague?

Kick off your brand tracking with templates

Track your brand to spot—and act on!—how your brand’s perception and awareness affects how people buy. Our survey templates give you the ideal starting point!

When it comes to pricing your product, there’s no need to wing it—a pricing survey can give you the insights you need to arrive at the perfect price point.

By asking customers questions about their willingness to pay for your product, you can get a realistic sense of what price point will be most attractive to them and, not unimportant, why.

Top tip: good pricing research can be tough to get right. Asking how much people would theoretically be willing to pay for a product is very different from them actually choosing it in a shop, on a shelf next to competitors’ products, and with a whole load of other economic context that you can’t possibly test for. Price testing is useful, but should sometimes be taken with a pinch of salt.

Here are some questions you could use in your pricing research.

• Which of the following product categories have you bought in the last 12 months?
• How often do you currently purchase >INSERT YOUR CATEGORY<?
• At what price would you consider this >INSERT PRODUCT CATEGORY< to be so expensive that you would not consider buying it? (Too expensive)
• At what price would you consider this >INSERT PRODUCT CATEGORY< to be starting to get expensive, so that it is not out of the question, but you have to give some thought to buying it? (e.g. Expensive)
• At what price would you consider this >INSERT PRODUCT CATEGORY< to be a bargain—a great buy for the money? (e.g. cheap)
• At what price would you consider this >INSERT PRODUCT CATEGORY< to be priced so low that you would feel the quality couldn’t be very good? (Too cheap)
• How much do you currently pay for >INSERT PRODUCT CATEGORY<? Please type in below
• Thinking about this product, please rank the following aspects based on how much value they add, where 1 = adds the most value 10 = adds the least value.
• Thinking about the product category as a whole, please rank the following brands in order of value, where 1 is the most expensive and 10 is the least.

Formulating market research questions can be tricky. On the one hand, you want to be specific enough that you can get tangible, useful answers. But on the other hand, you don’t want to ask questions that are so difficult or unclear that respondents will get frustrated and give up halfway through.

Think about what answers you need and what actions you are hoping to take based on those answers.

We’ll help you get started with a list of steps to take when formulating your own market research questions, and putting them together in a survey that makes sense.

1. Define your research goals and link them to actions you can take

Before you can write great market research questions, you need to know what you want to learn from your research.

What are your goals? What do you want to find out? Once you have a clear understanding of your goals, you can start brainstorming questions that will help you achieve them.

2. Know your target market and the language they use

Who are you conducting market research for? It’s important to know your audience before you start writing questions, as this will help you determine the best way to phrase them.

For example, if you’re conducting market research for a new product aimed at teenagers, you’ll want to use different language than if you were conducting research for a new financial planning service aimed at retirees.

3. Keep it simple, and break things into smaller pieces

Don’t make your questions too complicated. Stick to simple, straightforward questions that can be easily understood by your target audience.

The more complex your questions are, the more likely it is that respondents will get confused and provide inaccurate answers.

If you feel a question is too difficult, see if you can break it up into smaller pieces and add follow-up questions on top.

And don’t ever load two questions into one! This falls into Consumer Research 101, but it’s amazing how often it happens. Instead of ‘What’s your favorite chocolate bar, and why?’ ask two questions: ‘What’s your favorite chocolate bar?’ and ‘Why is this your favorite chocolate bar?’

4. Be super specific

Make sure your questions are specific enough to get the information you need. Vague questions will only lead to vague answers.

For example, instead of asking ‘What do you think of this product?’, ask ‘What did you think of the taste of this product?’ or ‘What did you think of the packaging of this product?’.

5. Avoid leading questions

Leading questions are those that suggest a particular answer or course of action. For example, instead of asking ‘Do you like our new product?’, which suggests that the respondent should like the product, try asking ‘What are your thoughts on this product?

This question is neutral and allows the respondent to answer freely without feeling pressured in any particular direction. It’s also brand-neutral: people answering this question will have no idea who’s asking, and their opinion won’t be biased as a result.

6. Make sure your question is clear

It’s important that your question is clear and concise so that respondents understand exactly what they’re being asked. If there is any ambiguity in your question, respondents may interpret it in different ways and provide inaccurate answers.

Always test your questions on a few people before sending them to a larger group to make sure they understand what they’re being asked.

7. Avoid loaded words

Loaded words are those with positive or negative connotations that could influence the way respondents answer the question. For example, instead of asking ‘Do you love this product?’, which has a positive connotation, try asking ‘What are your thoughts on this product?’

This question is neutral and allows the respondent to answer freely without feeling pressured in any particular direction

8. Make sure the question is answerable

Before you include a question in your market research survey, make sure it’s actually answerable. There’s no point in asking a question if there’s no way for respondents to answer it properly. If a question isn’t answerable, either revise the question or remove it from your survey altogether.

9. Use an appropriate question type

When designing your market research survey, be sure to use an appropriate question type for each question you include. Using the wrong question type can lead to inaccurate or unusable results, so it’s important to choose wisely. Some common question types used in market research surveys include multiple choice, rating scale, and open-ended questions.

10. Pay attention to question order

The order of the questions in your survey can also impact the results you get from your research. In general, it’s best to start with more general questions and then move on to more specific ones later on in the survey. This will help ensure that respondents are properly warmed up and able to provide detailed answers by the time they reach the end of the survey.

Make smart decisions with the reliable insights

To make sure you make smart decisions that have real impact on your business, get consumer insights you can rely on. Here’s our rundown of the top market research tools.

Survey questions for market research are designed to collect information about a target market or audience. They can be used to gather data about consumer preferences, opinions, and behavior. Some common types of market research survey questions include demographic questions, behavioral questions and attitudinal questions.

There are many different types of market research questions that companies can use to gather information about consumer preferences and buying habits. They can be divided into different categories, like a competitive analysis, customer satisfaction or market trends, after which you can make them more specific and turn them into survey questions. These are some of the things your research questions can help you answer: – What is the target market for our product? – Who is our competition? – What do consumers think of our product? – How often do consumers purchase our product? – What is the typical customer profile for our product? – What motivates consumers to purchase our product?

When conducting market research, surveys are an invaluable tool for gathering insights about your target audience. But how do you write a market research questionnaire that will get you the information you need? First, determine the purpose of your survey and who your target respondents are. This will help you to write questions that are relevant and targeted. Next, craft clear and concise questions that can be easily understood. Be sure to avoid ambiguity, leading questions and loaded language. Finally, pilot your survey with a small group of people to make sure that it is effective. With these tips in mind, you can write a market research survey that will help you to gather the crucial insights you need.

Elliot Barnard

Customer Research Lead 

Elliot joined Attest in 2019 and has dedicated his career to working with brands carrying out market research. At Attest Elliot takes a leading role in the Customer Research Team, to support customers as they uncover insights and new areas for growth.

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How to Create Detailed Buyer Personas for Your Business [+Free Persona Template]

Learn how to create buyer personas for your business with the help of this research guide and persona template.

BUYER PERSONA TEMPLATES

Easily organize your audience segments and make your marketing stronger

Updated: 12/05/23

Published: 12/05/23

As marketers, we know that marketing according to data points alone isn’t enough to get meaningful engagement for your business—that’s the job of a buyer persona.

And, while demographic survey results are great, there are many factors of customer behavior that are needed to create a well-rounded and detailed buyer persona.

Combining different research methods to form a detailed buyer persona is my shining recommendation, and in this post, I’ll show you a research-driven method for creating buyer personas. With just a few thoughtful steps, you’ll walk away with consumer stories and profiles that represent your customer base.

Why Are Buyer Personas So Important?

Different Types of Buyer Personas

How to Create Buyer Personas

How to Find Interviewees for Researching Personas

Buyer Persona Examples

According to our research , most marketers lack crucial information about their audience, so they struggle to make personalized content.

Before diving into the buyer persona creation process, let’s pause to understand the impact of well-developed buyer personas on your business (specifically, your marketing efforts).

Why are buyer personas important to your business?

1. Buyer personas help you personalize your marketing.

Personalization is the main reason buyer personas are essential, and it’s only possible when you truly understand your audience. Customers appreciate personalization, as 96% of marketers say it increases the likelihood of buyers becoming repeat customers and 94% say it increases sales.

I don’t know about you, but those stats definitely represent my experience as a consumer. I’m more likely to be a fan of and give repeat business to brands that know what I like and cater to my interests. For example, a brand that sends me an email to tell me that a product on my wishlist is on sale will, more likely than not, turn me into a loyal and repeat customer who even promotes them to my friends.

2. Buyer personas inform product development.

Extensive research into your target customer doesn't only help your marketing functions — these insights have a place in the research and development phase of your product development process.

Understanding what your ideal customer experiences on a day-to-day basis can inspire innovative improvements to your product.

Say, for example, you run a company that sells kitchen utensils and your buyer persona research tells you that your ideal customer lives in the South where grilling is common throughout the year. This could present an opportunity to develop and offer grilling utensils or improve your kitchen utensils so that they work in both indoor and outdoor cooking environments.

Buyer Persona Templates

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3. Buyer personas enable the optimization of demand generation, lead generation, and lead nurturing content.

Do you know your buyer persona wants to hear from you? One way to find out is through buyer persona research. Understanding how your ideal customer prefers to receive communication can influence your demand generation strategies.

For example, a preference for SMS communication among your target audience can mean you create SMS lead nurturing campaigns instead of emails. You can even justify website changes based on the data you discover from your research.

4. Buyer personas help you tailor your product's messaging its target audience.

Buyer personas help you understand your customers (and prospective customers) better, making it easier for you to tailor your content, messaging, product development, and services to meet your target audience's specific needs, behaviors, and concerns.

For example, you may know your target buyers are caregivers, but do you know the type of care they provide most often? What is the typical background of your ideal buyer? To fully understand what makes your best customers tick, developing detailed personas for your business is critical.

Case in point: marketers who offer customers a personalized experience are 215% more likely to say their marketing strategies are effective than those who don’t.

The strongest buyer personas are based on market research and insights you gather from your actual customer base (through surveys, interviews, etc.). The most common information marketers gather from their audiences is about their interests and hobbies, basic demographic information, and products they’re potentially interested in buying.

Depending on your business, you could have as few as one or two personas or as many as 10 or 20. But if you’re new to personas, start small. You can always develop more personas later if you need them.

What is a negative buyer persona?

While a buyer persona represents your ideal customer, a negative—or exclusionary—persona represents who you don’t want as a customer.

For example, this could include professionals who are too advanced for your product or service, students who only engage with your content for research/ knowledge, or potential customers who are just too expensive to acquire.

The potential customers may be too expensive because of a low average sale price, their propensity to churn, or their unlikeliness to purchase again from your company. This knowledge is valuable because it helps you narrow down your strategic execution so that your inputs directly contribute to your results.

How can buyer personas be used in marketing?

At the most basic level, developing personas allows you to create content and messaging that appeals to your target audience. It also enables you to target or personalize your marketing to different audience segments.

For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by buyer persona and leverage marketing software solutions, like Marketing Hub , to tailor your messaging to what you know about those different personas. You can then set up various automated email nurturing campaigns — each targeting a specific audience segment.  .

Furthermore, when combined with lifecycle stage (i.e., how far along someone is in your sales cycle), buyer personas also allow you to map out and create highly targeted content. (You can learn more about how to do that by downloading our Content Mapping Template .)

And if you take the time to also create negative personas, you’ll have the added advantage of segmenting out the "bad apples” from the rest of your contacts. This can help you achieve a lower cost-per-lead and cost-per-customer and, therefore, increase sales productivity.

Buyer personas are also an excellent tool if you target a niche audience. I run Breaking the Blueprint , a blog column for minority business owners and entrepreneurs, and the target audience is more specific and granular than that of the general HubSpot Blog (Black entrepreneurs vs. entrepreneurs as a whole, for example).

Sure, I could publish posts based on what I think my target audience would look for and benefit from, but I can create much better content that actually makes an impact and better serves them if I hear from them about their specific interests, needs, and pain points.

Free Buyer Persona Templates

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While developing your personas, you may ask yourself, "What are the different types of buyer personas?" From there, it'd be simple to adjust one for your business — right?

Well, that's not exactly how it works. Yes, there are standard buyer personas for common demographics, like age groups. Let’s go over some basic examples using data from our State of Consumer Trends Report .

Here are some key stats about Gen Z:

• 64% of Gen Z have discovered a product on social media in the past three months.
• Recommendations from influencers have a stronger impact than those from friends and family.
• Gen Z cares, more than any other generation, that brands stake a stance on social issues, especially about racial justice (47%), LGBTQ+ rights (46%), and climate change (41%).
• Gen Z likes to gather information themselves when researching a product or service (64%)
• Gen Z’s favorite form of content is short-form video. (61%)

Based on their overwhelming desire for brands to take a stand on social issues, I’ll call this example buyer persona Socially Conscious Sam. Here’s how I’d use those stats to create a basic marketing buyer persona based on what she likes and how she wants information.

• Sam spends a lot of time on social media, and it’s where she wants to discover new products or services.
• She’d prefer to research a brand on her own instead of talking to someone from a business, and she’d most likely look for this information on social media.
• She wants to see engaging short-form videos that showcase your brand, especially TikToks and Instagram Reels.
• Sam trusts the influencers and creators that she follows, and the product recommendations and endorsements that they give are a strong influence when she buys products.
• It’s extremely important to Sam that the brands she supports stake a stand on the social issues she cares about, and she wants to know about the causes they support.

Here are some key stats about Gen X.

• Gen X prefers discovering new products on social media and surfing the internet.
• Gen X enjoys and engages the most with images/photos/infographics.
• Overall, Gen X prefers to purchase products from online retailers that sell a variety of brands.
• The quality of a product has the highest influence on Gen X's decision to make a purchase.
• Gen X doesn’t think companies should take a stance on social issues.

I’ll call this person Techy Ted, as he does most of his shopping online. Here’s how I’d turn that research of his preferences into a basic persona.

• Ted prefers to discover new products online through social media and browsing the internet.
• Visually appealing images, photos, and infographics capture his attention, and he spends the most time engaging with them.
• Ted likes the ease of buying from an online retailer (like Amazon) that features a variety of products from different brands.
• Ted values the quality of his products over all else, and he wants access to detailed information about features and benefits. Marketing messages that emphasize this are the most helpful.
• He prefers brand-specific content and doesn’t think his favorite businesses need to take a stance on social issues.

Even with these standard profiles, there is still variation. For example, my mom's generation overwhelmingly prefers images, photos, and infographics, but she loves Instagram Reels more than anyone I know.

Because of this, there isn’t a set of universally recognized buyer personas to choose from, nor is there a standard for the number of personas you need. Every business (no matter how many competitors they have) is unique, so their buyer personas should be unique to them, too.

That’s why identifying and creating your different buyer personas can, at times, be slightly challenging. This is why I recommend using HubSpot's Make My Persona generator (as well as HubSpot's persona templates ) to simplify the process of creating different personas.

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Just like buyer personas are unique to each company, so is their name for them. You may see buyer personas referred to as “customer personas," "marketing personas," "audience personas," or "target persona.” Each carries the same meaning but will look unique within your company.

Companies may generally have the same (or similar) categories for their buyer personas (e.g., a marketer, an HR rep, an IT manager, etc.). But your business’ personas and the amount you need will depend on your target audience and what you offer your customers.

What goes into persona development?

Now that we’ve discussed the importance of buyer personas and the different types, let’s explore the nuances of developing your buyer personas.

Before you begin creating your buyer personas, you need to identify the people on your team who will have a role in development. Every team has unique experiences with customers that will serve as valuable information for understanding your target audience.

I recommend you involve any customer-facing team member in the process. If you have too many cooks in the kitchen, you can choose one representative from each group or relevant department.

A great place to start is sales and marketing. Sales employees directly communicate with customers, and marketing staff can create data based on information about your customers. Your persona development team should also include an executive leader who will ensure your brand mission and values are upheld through every step of development.

What type of business needs to create buyer personas?

With all that we’ve covered, you might be wondering what types of businesses need to create buyer personas.

The answer is all of them. Every business needs customers or clients, and as long as this is true, buyer personas should be a staple in every business, regardless of the industry.

While developing buyer personas is crucial, reviewing and updating them regularly is equally important. I’d recommend doing this annually. I know this sounds tedious, but staying on top of your target audience and how their preferences may evolve ensures you’re always ready to meet their needs and helps you secure them as future repeat customers.

Do you feel ready to start creating your buyer personas? Let's dive in.

How to Create a Buyer Persona In 4 Steps

You can create buyer personas through research, surveys, and interviews — all with a mix of customers, prospects, and those outside your contacts database who might align with your target audience. In any case, your buyer personas must be based on concrete evidence regarding your audience’s interests, behavior, and demographics. 

While creating personas for Breaking the Blueprint, I discovered some helpful and practical methods for gathering the information you need to develop personas (you can also further your knowledge on this topic through the free HubSpot Academy course):

• Look through your contacts database to uncover trends about how certain leads or customers find and consume your content.
• Use form fields that capture important persona information when creating forms to use on your website . For example, if all of my personas vary based on company size, I'd ask each lead for information about company size in the forms.
• Check your website traffic analytics to identify useful information about your existing audience, like demographics, which pages attract the most visitors and why, or what marketing campaigns drive the most traffic.
• Consider your sales team's feedback on the leads they interact with most. What generalizations can you make about the different types of customers you serve best?
• Interview customers and prospects to discover what they like about your product or service.

Now, how can you use the above research to create your personas?

Once you've gone through the research process, you'll have a lot of meaty, raw data about your potential and current customers. But what do you do with it? How do you distill all of it so it's easy for everyone to understand all the information you've gathered?

The next step is to use your research to identify patterns and commonalities from the answers to your interview questions, develop at least one primary persona, and share that persona with the rest of the company.

You can use our free, downloadable persona template to organize the information you've gathered about your persona(s) and share it with relevant stakeholders so everyone can develop an in-depth understanding of the people they’re targeting at work.

Let’s work through the steps involved in creating a buyer persona in more detail.

1. Fill in your persona's basic demographic information.

Ask demographic-based questions over the phone, in person, or with online surveys. Keep in mind that some people are more comfortable disclosing personal information in private, or some might not want to at all, so it’s a best practice to make this optional unless it’s a pivotal part of your buyer persona.

If you're having conversations, I find it helpful to include descriptive buzzwords and mannerisms of your persona you may pick up on to make it easier for people on your team to identify certain personas when talking to prospects.

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2. Share what you've learned about your persona's motivations.

This is where you'll distill the information you learned from asking "why" during those interviews. What keeps your persona up at night? Who do they want to be? Most importantly, tie that all together by telling people how your company can help them.

3. Help your sales team prepare for conversations with your persona.

The personas I’ve created are more helpful and impactful when I include real quotes from interviews that exemplify what my audience is concerned about, who they are, and what they want.

You can also create a list of the objections they might raise so your sales team can prepare to address those during conversations with prospects.

4. Craft messaging for your persona.

Tell people how to talk about your products/ services with your persona. This includes the nitty-gritty vocabulary you should use and a more general elevator pitch that positions your solution in a way that resonates with your persona.

This will help you ensure everyone in your company speaks the same language when conversing with leads and customers.

Finally, make sure you give your persona a name (e.g., Finance Manager Margie, IT Ian, or Landscaper Larry), so everyone internally refers to each persona the same way, allowing for cross-team consistency.

And if you're a HubSpot customer, you can easily add your persona to Marketing Hub by following this step-by-step setup guide .

How to Find Interviewees for Researching Buyer Personas

One of the most critical steps to establishing your buyer persona(s) is finding people to speak with to understand, well, who your buyer persona is.

But how do you find these interviewees? There are a few sources you can tap into.

1. Use your current customers.

Your existing customer base is the perfect place to start your interviews because they've already purchased your product and engaged with your company. At least some of them are likely to exemplify your target persona(s).

Don't just talk to people who love your product and want to spend an hour gushing about you (as good as that feels). Customers who are unhappy with your product will show other patterns that will help you form a solid understanding of your personas.

For example, you might find that some of your less happy customers have bigger teams and need greater collaboration functionality from your product. Or, you may find they find your product too technical and difficult to use. In both cases, you learn something about your product and what your customers' challenges are.

Another benefit of interviewing current customers is that you may not need to offer them an incentive (e.g., gift cards). Customers like being heard, and interviewing them gives them a chance to tell you about their world, their challenges, and what they think of your product.

Customers also like to have an impact on the products they use. So, as you involve them in interviews like this, you may find they become even more loyal to your company. When you reach out to customers, be clear that your goal is to get their feedback and that you highly value it.

2. Use your prospects.

You can also interview people who have not purchased your product and know little about your brand. Your prospects and leads are great options because you already have their contact information.

Use the data you do have about them (i.e., anything you've collected through lead generation forms or website analytics) to figure out who might fit into your target personas. Tools like Enlyft can help you create custom buyer persona profiles and match your prospects to them to make it easier to find the people you need to talk to.

3. Use your referrals.

You might need to rely on referrals to talk to people who may fit into your target personas, particularly if you're heading into new markets or don't have any leads or customers yet.

Use your network (coworkers, existing customers, social media contacts, etc.) to find people you'd like to interview and be introduced to. Getting a large volume of people with this method can be tough, but you'll likely get some very high-quality interviews out of it.

If you don't know where to start, I suggest searching on LinkedIn for people who may fit into your target personas and seeing who you share connections with, and reaching out to them for introductions.

4. Use third-party networks.

For interviewees completely removed from your company, you can recruit from third-party networks. For example, Craigslist lets you post ads for people interested in any job, and UserTesting.com lets you to run remote user testing.

You'll have less control over sessions run through UserTesting.com, but it's a great resource for quick user testing recruiting.

Now that you know how to find interviewees, I'll go over some tips for recruiting them.

Tips for Recruiting Buyer Persona Interviewees

As you reach out to potential buyer persona interviewees, here are a few ideas to improve your response rates.

1. Use incentives.

Incentives give people a reason to participate if they don’t already have a relationship with you. You probably don’t need them in every scenario (e.g., customers who already want to talk to you), but a simple gift card is an easy option.

2. Be clear that this isn't a sales call.

Be clear that you’re not making a sales call. This is especially important when dealing with non-customers who might be wary of getting stuck on a sales call. Explain that you’re doing research and want to learn from them, not committing them to a sales call. You're getting them to commit to telling you about their lives, jobs, and challenges.

3. Make it easy to say yes.

Take care of everything for your potential interviewee. Suggest times, but be flexible so they can pick what works best for them.

4. Decide how many people you need to interview.

How many people do you need to interview to create a well-rounded persona?

I wish I could give you a set number, but my answer is that it depends. Start with at least three to five interviews for each persona you create. That may be enough if you already know a lot about your persona.

You may need multiple interviews with each category of interviewees (customers, prospects, people who don’t know your company). You’ll naturally notice patterns throughout your conversations, but a good rule of thumb is to call it if you start predicting what they’ll say.

5. Determine which questions you'll ask interviewees.

It's time to conduct the interview! After the normal small talk and thank yous, it's time to jump into your questions. You’ll want to ask several categories of questions during persona interviews to create a complete persona profile, from personal background questions, to questions about goals and challenges in their current role.

Let's go over some examples of completed buyer personas to get a better understanding of what they look like.

B2B Buyer Persona Example

The image below is a B2B buyer persona for someone who works in HR. The persona paints a clear picture of the target customer's struggles and how the business can best meet those needs. In this case, HR recruiting tools streamline processes, make recruiting easier, and help HR expertly manage their overall job duties.

B2C Buyer Persona Example

The image below is a B2C buyer persona for a music streaming service.

Based on this persona, a streaming service would want to ensure that it has a user-friendly mobile app, sends new music notifications, and makes it easy for users to discover new music related to their interests and share content with friends.

Create Your Buyer Personas

Creating buyer personas helps you understand your target customers on a deeper level and ensures everyone on your team knows how to best target, support, and work with your customers. When you use your personas to guide decisions, I don’t doubt that you’ll see improvement in your reach, boost your conversions, and increase customer loyalty.

Editor's note: This post was originally published in May 2015 and has been updated for comprehensiveness.

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How to Choose an Assisted Living Facility

Choosing an assisted living facility for yourself or a loved one is no easy task. Even after you narrow down which type of senior care you need , there’s a lot to think about, including how much you can comfortably afford to pay, which amenities are important to you and where you want to live while in assisted living.

We talked to two Caring.com Family Advisors, Aidan Moloney and Haley Fleming , to get their expert insight on how to best choose an assisted living community for yourself or a loved one. Below, we break the process down into four simple steps to help guide your search. 

4 Steps To Choosing An Assisted Living Community

• Step 1: Prioritize The Amenities and Services That Are Most Important To You
• Step 2: Conduct Online Research 
• Step 3: Tour Communities and Ask The Right Questions
• Step 4: Compare Notes and Make a Decision
• Step 1: Prioritize The Amenities and Services That Are Most Important To You 

Before looking into specific communities, it’s essential to consider your needs, preferences and priorities. This will help you keep your search focused and avoid any disappointment if you get your heart set on a community online to realize they don’t offer a service or amenity that’s important to you. 

A good way to think about it is to group your preferences into categories of “must haves” and “nice to haves.” Depending on your needs and lifestyle, this may include care services, amenities or a specific location. For example, if you take an injected medication, a must-have may be staff members trained in administering this medication. For a lifelong swimmer, a pool may fall under a “must-have.” 

The main categories of needs and preferences that you should consider when thinking about assisted living are care services and amenities. 

Care Services

All assisted living communities will offer assistance with the activity of daily living, which include: 

• Medication management
• Housekeeping
• Laundry services

All communities will also have trained staff on-site 24/7, and prepared meals. 

Some, but not all, communities will have additional care services such as:

• Mental health counseling
• Medication administration 
• Physical and occupational therapy on-site  
• On-site nutritionists

In addition to personal care assistance, most ALFs offer amenities, activities and other quality-of-life services. This is where budget plays a significant role- while most communities offer a similar baseline of care services, the amenities and lifestyle services can drastically differ. 

Standard amenities and lifestyle services you’ll find at many assisted living communities include: 

• Transportation
• Scheduled group activities and events
• On-site fitness center 
• Activity room and other shared spaces such as a media center, library or art studio 
• Group outings to local attractions 
• Basic salon or barbershop
• Worship areas 

Some more high-end communities may also feature:

• Indoor or outdoor pool 
• Rooftop deck
• Al fresco dining
• Personal fitness training 
• Full-service salon 
• Golf course or putting green 
• Theater room 
• Multiple on-site restaurants 
• Concierge service
• Dry cleaning
• Step 2: Research Communities Online and Create a List of Your Top Options

Once you know what you’re looking for in an ALF, you can start looking for communities that meet your needs. During this time, you should make a list of any communities that meet your criteria that you would be interested in touring. Below we outline three strategies you can use. 

Filter Your Search For Your Specific Needs

Some people will be pretty flexible when it comes to the specifics they need in a community, but others may have more specialized needs. In some cases, community rules or policies can make or break whether it’ll work for you. Some situations that may warrant this include: 

• If you have a pet, you’ll want to filter for pet-friendly communities. Also check any breed or size restrictions, if relevant. 
• If you have a spouse or partner who isn’t planning on moving in with you, you’ll likely want a community that allows overnight visitors. 
• If you have dietary restrictions, make sure you only look at communities where meals can be tailored or each resident. 
• If you plan to continue driving, look for communities with resident parking available. 
• If you never want to move residences again, look for a “life care” community or a community with a spectrum of care, from assisted living to memory care and skilled nursing. 

Look Closely at Location and Weigh the Pros and Cons

You should have a general location in mind for where you want to live when you move into an ALF. What you may not know is that costs can vary even from city to city within the same larger area. Check the cost of assisted living communities in your target area as well as some surrounding towns to see if it’s worth going outside of your initial target area to save money, even if it’s less convenient.

You can also plug the addresses of any communities you’re interested in into Google Maps or another online map tool to see what businesses are nearby. You may not care how far an ALF is from medical facilities, entertainment venues or stores, but it’s still valuable to know how easy or difficult it will be to access these places if you move in. 

Read Reviews and Seek Other Firsthand Feedback

An easy but telling way to get a sense of a community’s quality is to simply plug the name into Google or another search engine and see if any reviews, news articles, mentions on Reddit or social media profiles come up. If so, read through them and look for any red flags. You may also find positive information or images that confirm that you want to tour a community. 

A business’s own website will always focus on the positives, so it’s imperative to get firsthand accounts of residents’ and their loved ones’ experiences with an ALF. Caring.com features more than 375,000 reviews , all of which are vetted for quality and validity. 

• Step 3: Tour Your Top Options

After you create the list of communities you’re interested in, it’s time to tour. If you’re able, touring in person is best so you can catch details and smells and make other observations that simply aren’t possible when just doing online research. If you’re not able to look at communities in person for whatever reason, ask about a live virtual tour. 

It can also be an opportunity to see how the community staff interacts with residents and their families, such as if they’re responsive and take time to ensure families have a good tour.

Family Advisor Haley Fleming explains, “If they’re not really communicating with you or if they’re trying to rush through a tour and not taking the time to answer all of your questions or even ask you questions, that’s a big red flag. They should be asking a lot of questions pertaining to what they’re going to need to do to care for your loved one.” 

Expert Tips for Scheduling Your Tours

• Try to tour during the week and during business hours, especially during mid-day, when the most staff and residents will be active around the community.
• Schedule 2-4 tours; don’t limit yourself.
• Ask about promotions, specials and move-in incentives.
• Be strategic about timing, if possible- communities are more likely to run promotions at the end of the year and into January, so if you can plan to start this process around then, you’re more likely to get lucky with a deal.

Below, we break down the main things you should look out for when touring a community and the questions you should ask. 

Explore Food Options

Whether or not you enjoy the food in your ALF can make a big difference in your quality of life. A tour is your opportunity to sample the cuisine you may be eating daily. Definitely try to visit during mealtime to see if residents are enjoying their meals, or at least ask for a daily or weekly menu. 

What Our Experts Say

“A lot of communities are open to lunch tours where you can try the food, you just have to ask ahead of time. So if you want to do a lunch tour, it’s totally appropriate to ask if it’s possible. A lot of them will accommodate for that,” says Fleming. 

“Make sure you pick up a food menu, see what the food is like, smell the food, and taste the food if you can,” says Moloney. 

Talk to Staff Members

Community staff’s disposition and capability can significantly impact your health and quality of life. You’ll want to pay attention to their training, attentiveness and interactions with residents. 

“I would ask about the longevity of the staff, such as if there’s a really high turnover. A lot of people really like to be in a place where you’re going to have the same staff around and you form a sense of security and trust with those people,” recommends Fleming. 

Ask About Care Services

All assisted living communities will offer assistance with the activities of daily living, but how care services are delivered can vary. For example, some may have physical and occupational therapists on-site, while others will require residents to leave the community to see these providers. Knowing how care services are delivered is especially important if you have a complex health condition. 

“Not all communities offer all services, especially with those heavier levels of care, like transfer assistance and insulin injection. Those are definitely things that I would ask about if it pertains to the potential resident,” says Fleming. 

Examine Shared Spaces 

One of the advantages of moving to assisted living is the social network. To take full advantage, you’ll want to ensure the shared spaces for resident socializing are appealing, comfortable and clean. Don’t just use your eyes here- be aware of any unpleasant odors too. 

“If a community has been recently renovated or remodeled, I would say that’s a green flag. It shows that they’re doing really well to have the funding to do so,” says Fleming. 

Compare Rooms and Apartments

Multiple floor plans may be offered in a community, so be sure to ask to see them all, or if you only see one, it may not match the one you toured. Additionally, pay attention to the rooms’ cleanliness, whether the sheets and blankets look clean and the bed is made for insight into how well housekeeping is kept.

Moloney also recommends you look at “the layout, the ceiling height, windows brightness, and the view from the room.” 

Look at Current Residents 

In addition to the physical environment, pay attention to residents as you tour a community. Do they look clean? Do they look happy? Are they socializing in the common areas? Are their clothes stained? All of these things can indicate how well staff is caring for residents. 

“Red flags- The residents are not happy. They look sad, just sitting in hallways in wheelchairs, not doing anything” Moloney explains. 

“It’s definitely important to check out what the other residents are looking like, their upkeep, hair and clothes and their general sense of well-being, it’s definitely very important,” says Fleming. 

• Step 4: Decide Which Community Is The Best Fit

If you’re looking for a community for yourself, you’re likely ready to make your choice after you’ve toured a few options. It may be a more complicated process if you’re looking for a parent or other loved one. You can read our guide on How to Talk To Your Parents About Assisted Living for tips on facilitating these conversions. 

Our Questions to Ask When Visiting an Assisted Living Community checklist is another great tool for this stage. After touring all of your top options, you can refer back to the filled-in checklists for the different communities to see how they measure up.

If you’d like more personal assistance choosing an assisted living facility, you can speak with a Family Advisor at no cost to you. Call (800) 558-0653 to speak with a trained advisor. 

Key Takeaways: How To Choose an Assisted Living Community

• Take time before you dive into your search to get clear on your needs, priorities an preferences for a community so you can focus your search
• Be diligent in your online research and use tools like Caring.com reviews to get firsthand input from a community’s visitors, residents, and loved ones of residents 
• Tour multiple communities in person (if possible) and be aware of residents’ appearance and disposition, the attentiveness of staff and any unpleasant smells in the community 
• Use Caring.com’s Assisted Living Tour Checklist to compare the communities you tour and aid in your decision 
• Expert Contributors

Aidan Moloney, Family Advisor

With over 5 years of experience with Caring.com, Aidan’s role is to educate families on their options and provide resources and personal assistance in finding senior living communities. He is people-oriented and compassionate, values that have been crucial in building strong connections with Caring.com’s customers and partners.

Haley Fleming, Family Advisor

Haley has been a Family Advisor at Caring.com for over three years. She has a passion for helping others navigate senior care options, whether it’s finding the right assisted living facility or in-home care services. With her knowledge of the industry and compassionate approach, she aims to provide personalized recommendations that meet the unique needs of each individual. She is dedicated to making a positive impact in the lives of seniors and their loved ones, and looks forward to continuing to assist families in finding the best care solutions for their aging loved ones.

• Table of Contents

Speak with a Caring Family Advisor

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Alcohol's Effects on Health

Research-based information on drinking and its impact.

National Institute on Alcohol Abuse and Alcoholism (NIAAA)

Treatment for alcohol problems: finding and getting help.

This guide is written for individuals, and their family and friends, who are looking for options to address alcohol problems. It is intended as a resource to understand what treatment choices are available and what to consider when selecting among them.  Please note: NIAAA recently launched the NIAAA Alcohol Treatment Navigator. This online tool helps you find the right treatment for you — and near you. It guides you through a step-by-step process to finding a highly qualified professional treatment provider. Learn more at  https://alcoholtreatment.niaaa.nih.gov .

When Is It Time for Treatment?

Alcohol-related problems—which result from drinking too much, too fast, or too often—are among the most significant public health issues in the United States.

Many people struggle with controlling their drinking at some time in their lives. More than  14 million adults ages 18 and older have alcohol use disorder (AUD),  and 1 in 10 children live in a home with a parent who has a drinking problem.

Does Treatment Work?

The good news is that no matter how severe the problem may seem, most people with AUD can benefit from some form of treatment.

Research shows that about one-third of people who are treated for alcohol problems have no further symptoms 1 year later. Many others substantially reduce their drinking and report fewer alcohol-related problems.

Signs of an Alcohol Problem

Alcohol use disorder (AUD)  is a medical condition that doctors diagnose when a patient’s drinking causes distress or harm. The condition can range from mild to severe and is diagnosed when a patient answers “yes” to two or more of the following questions.

In the past year, have you:

Had times when you ended up drinking  more, or longer  than you intended?

More than once wanted to  cut down or stop drinking , or tried to, but couldn’t?

Spent a  lot of time  drinking? Or being sick or getting over the aftereffects?

Experienced  craving —a strong need, or urge, to drink?

Found that drinking—or being sick from drinking—often  interfered with taking care  of your  home  or  family ? Or caused  job  troubles? Or  school  problems?

Continued to drink even though it was causing  trouble  with your  family  or  friends ?

Given up  or  cut back  on  activities  that were important or interesting to you, or gave you pleasure, in order to drink?

More than once gotten into situations while or after drinking that  increased your chances of getting hurt  (such as driving, swimming, using machinery, walking in a dangerous area, or having unsafe sex)?

Continued to drink even though it was making you feel  depressed or anxious  or adding to  another health problem ? Or after having had a  memory blackout ?

Had to  drink much more  than you once did to  get the effect  you want? Or found that your  usual number  of drinks had  much less effect  than before?

Found that when the effects of alcohol were wearing off, you  had withdrawal symptoms , such as trouble sleeping, shakiness, irritability, anxiety, depression, restlessness, nausea, or sweating? Or sensed things that were not there?

If you have any of these symptoms, your drinking may already be a cause for concern. The more symptoms you have, the more urgent the need for change. A health professional can conduct a formal assessment of your symptoms to see if AUD is present. For an online assessment of your drinking pattern, go to  RethinkingDrinking.niaaa.nih.gov .

Options for Treatment

When asked how alcohol problems are treated, people commonly think of 12-step programs or 28-day inpatient rehab but may have difficulty naming other options. In fact, there are a variety of treatment methods currently available, thanks to significant advances in the field over the past 60 years.

Ultimately, there is no one-size-fits-all solution, and what may work for one person may not be a good fit for someone else. Simply understanding the different options can be an important first step.

Types of Treatment

Behavioral treatments.

Behavioral treatments are aimed at changing drinking behavior through counseling. They are led by health professionals and supported by studies showing they can be beneficial.

Medications

Three medications are currently approved in the United States to help people stop or reduce their drinking and prevent relapse. They are prescribed by a primary care physician or other health professional and may be used alone or in combination with counseling.

Mutual-Support Groups

Alcoholics Anonymous (AA) and other 12-step programs provide peer support for people quitting or cutting back on their drinking. Combined with treatment led by health professionals, mutual-support groups can offer a valuable added layer of support.

Due to the anonymous nature of mutual-support groups, it is difficult for researchers to determine their success rates compared with those led by health professionals.

Starting With a Primary Care Doctor

For anyone thinking about treatment, talking to a primary care physician is an important first step—he or she can be a good source for treatment referrals and medications. A primary care physician can also:

Evaluate a patient’s drinking pattern 

Help craft a treatment plan

Evaluate overall health

Assess if medications for alcohol may be appropriate

Individuals are advised to talk to their doctors about the best form of primary treatment. 

Types of Professionals Involved in Care

Treatments Led by Health Professionals

Professionally led treatments include:

Some are surprised to learn that there are medications on the market approved to treat alcohol dependence. The newer types of these medications work by offsetting changes in the brain caused by AUD.

All approved medications are non-addictive and can be used alone or in combination with other forms of treatment. Learn more about these  approved treatments .

Also known as alcohol counseling, behavioral treatments involve working with a health professional to identify and help change the behaviors that lead to heavy drinking. Behavioral treatments share certain features, which can include:

Developing the skills needed to stop or reduce drinking

Helping to build a strong social support system

Working to set reachable goals

Coping with or avoiding the triggers that might cause relapse

Types of Behavioral Treatments

Cognitive–Behavioral Therapy  can take place one-on-one with a therapist or in small groups. This form of therapy is focused on identifying the feelings and situations (called “cues”) that lead to heavy drinking and managing stress that can lead to relapse. The goal is to change the thought processes that lead to alcohol misuse and to develop the skills necessary to cope with everyday situations that might trigger problem drinking.

Motivational Enhancement Therapy  is conducted over a short period of time to build and strengthen motivation to change drinking behavior. The therapy focuses on identifying the pros and cons of seeking treatment, forming a plan for making changes in one’s drinking, building confidence, and developing the skills needed to stick to the plan.

Marital and Family Counseling  incorporates spouses and other family members in the treatment process and can play an important role in repairing and improving family relationships. Studies show that strong family support through family therapy increases the chances of maintaining abstinence (stopping drinking), compared with patients undergoing individual counseling.

Brief Interventions  are short, one-on-one or small-group counseling sessions that are time limited. The counselor provides information about the individual’s drinking pattern and potential risks. After the client receives personalized feedback, the counselor will work with him or her to set goals and provide ideas for helping to make a change.

Ultimately, choosing to get treatment may be more important than the approach used, as long as the approach avoids heavy confrontation and incorporates empathy, motivational support, and a focus on changing drinking behavior.

What FDA-Approved Medications Are Available?

Certain medications have been shown to effectively help people stop or reduce their drinking and avoid relapse.

Current Medications

The U.S. Food and Drug Administration (FDA) has approved three medications for treating alcohol dependence, and others are being tested to determine whether they are effective.

Naltrexone  can help people reduce heavy drinking.

Acamprosate  makes it easier to maintain abstinence.

Disulfiram  blocks the breakdown (metabolism) of alcohol by the body, causing unpleasant symptoms such as nausea and flushing of the skin. Those unpleasant effects can help some people avoid drinking while taking disulfiram.

It is important to remember that not all people will respond to medications, but for a subset of individuals, they can be an important tool in overcoming alcohol dependence.

Scientists are working to develop a larger menu of pharmaceutical treatments that could be tailored to individual needs. As more medications become available, people may be able to try multiple medications to find which they respond to best.

“Isn’t taking medications just trading one addiction for another?”

This is not an uncommon concern, but the short answer is “no.” All medications approved for treating alcohol dependence are non-addictive. These medicines are designed to help manage a chronic disease, just as someone might take drugs to keep their asthma or diabetes in check.

Looking Ahead: The Future of Treatment

Progress continues to be made as researchers seek out new and better treatments for alcohol problems. By studying the underlying causes of AUD in the brain and body, the National Institute on Alcohol Abuse and Alcoholism (NIAAA) is working to identify key cellular or molecular structures—called “targets”—that could lead to the development of new medications.

Personalized Medicine

Ideally, health professionals would be able to identify which AUD treatment is most effective for each person. NIAAA and other organizations are conducting research to identify genes and other factors that can predict how well someone will respond to a particular treatment. These advances could optimize how treatment decisions are made in the future.

Current NIAAA Research—Leading to Future Breakthroughs

Certain medications already approved for other uses have shown promise for treating alcohol dependence and problem drinking:

The anti-smoking drug varenicline (marketed under the name Chantix) significantly reduced alcohol consumption and craving among people with AUD.

Gabapentin, a medication used to treat pain conditions and epilepsy, was shown to increase abstinence and reduce heavy drinking. Those taking the medication also reported fewer alcohol cravings and improved mood and sleep.

The anti-epileptic medication topiramate was shown to help people curb problem drinking, particularly among those with a certain genetic makeup that appears to be linked to the treatment’s effectiveness.

Tips for Selecting Treatment

Professionals in the alcohol treatment field offer advice on what to consider when choosing a treatment program.

Overall, gather as much information as you can about the program or provider before making a decision on treatment. If you know someone who has first-hand knowledge of the program, it may help to ask about his or her personal experience.

Here are some questions you can ask that may help guide your choice:

What kind of treatment does the program or provider offer?  It is important to gauge whether the facility provides all the currently available methods or relies on one approach. You may want to learn if the program or provider offers medication and if mental health issues are addressed together with addiction treatment.

Is treatment tailored to the individual?  Matching the right therapy to the individual is important to its success. No single treatment will benefit everyone. It may also be helpful to determine whether treatment will be adapted to meet changing needs as they arise.

What is expected of the patient?  You will want to understand what will be asked of you in order to decide what treatment best suits your needs.

Is treatment success measured?  By assessing whether and how the program or provider measures success, you may be able to better compare your options.

How does the program or provider handle relapse?  Relapse is common, and you will want to know how it is addressed. For more information on relapse, see  Relapse Is Part of the Process .

When seeking professional help, it is important that you feel respected and understood and that you have a feeling of trust that this person, group, or organization can help you. Remember, though, that relationships with doctors, therapists, and other health professionals can take time to develop.

Additional Considerations

Treatment Setting—Inpatient or Outpatient?

In addition to choosing the type of treatment that’s best for you, you’ll also have to decide if that treatment is inpatient (you would stay at a facility) or outpatient (you stay in your home during treatment). Inpatient facilities tend to be more intensive and costly. Your healthcare provider can help you evaluate the pros and cons of each.

Cost may be a factor when selecting a treatment approach.  Evaluate the coverage in your health insurance plan to determine how much of the costs your insurance will cover and how much you will have to pay. Ask different programs if they offer sliding scale fees—some programs may offer lower prices or payment plans for individuals without health insurance.

An Ongoing Process

Overcoming alcohol use disorder is an ongoing process, one which can include setbacks.

The Importance of Persistence

Because AUD can be a chronic relapsing disease, persistence is key. It is rare that someone would go to treatment once and then never drink again. More often, people must repeatedly try to quit or cut back, experience recurrences, learn from them, and then keep trying. For many, continued follow up with a treatment provider is critical to overcoming problem drinking.

Relapse Is Part of the Process

Relapse is common among people who overcome alcohol problems. People with drinking problems are most likely to relapse during periods of stress or when exposed to people or places associated with past drinking.

Just as some people with diabetes or asthma may have flare-ups of their disease, a relapse to drinking can be seen as a temporary setback to full recovery and not a complete failure. Seeking professional help can prevent relapse—behavioral therapies can help people develop skills to avoid and overcome triggers, such as stress, that might lead to drinking. Most people benefit from regular checkups with a treatment provider. Medications also can deter drinking during times when individuals may be at greater risk of relapse (e.g., divorce, death of a family member).

Mental Health Issues and Alcohol Use Disorder

Depression and anxiety often go hand in hand with heavy drinking. Studies show that people who are alcohol dependent are two to three times as likely to suffer from major depression or anxiety over their lifetime. When addressing drinking problems, it’s important to also seek treatment for any accompanying medical and mental health issues.

Advice For Friends and Family Members

Caring for a person who has problems with alcohol can be very stressful. It is important that as you try to help your loved one, you find a way to take care of yourself as well. It may help to seek support from others, including friends, family, community, and support groups. If you are developing your own symptoms of depression or anxiety, think about seeking professional help for yourself. Remember that your loved one is ultimately responsible for managing his or her illness.

However, your participation can make a big difference.  Based on clinical experience, many health providers believe that support from friends and family members is important in overcoming alcohol problems. But friends and family may feel unsure about how best to provide the support needed. The groups for family and friends listed below may be a good starting point.

Remember that changing deep habits is hard, takes time, and requires repeated efforts.  We usually experience failures along the way, learn from them, and then keep going. AUD is no different. Try to be patient with your loved one. Overcoming this disorder is not easy or quick.

Pay attention to your loved one when he or she is doing better or simply making an effort.  Too often we are so angry or discouraged that we take it for granted when things are going better. A word of appreciation or acknowledgement of a success can go a long way.

Professional help

Your doctor.  Primary care and mental health practitioners can provide effective AUD treatment by combining new medications with brief counseling visits. To aid clinicians, NIAAA has developed a guide for younger patients,  Alcohol Screening and Brief Intervention for Youth: A Practitioner’s Guide . This guide and other resources are available at  https://www.niaaa.nih.gov/health-professionals-communities .

Specialists in AUD.  For specialty addiction treatment options, contact your doctor, health insurance plan, local health department, or employee assistance program. Other resources include:

Medical and non-medical addiction specialists

American Academy of Addiction Psychiatry 401–524–3076

American Psychological Association 1–800–964–2000 (ask for your state’s referral number to find psychologists with addiction specialties)

American Society of Addiction Medicine 301–656–3920 (ask for the phone number of your state’s chapter)

NAADAC, the Association for Addiction Professionals   1–800–548–0497

National Association of Social Workers (search for social workers with addiction specialties)

Treatment facilities

Substance Use Treatment Facility Locator 1–800–662–HELP

Mutual-support groups

Alcoholics Anonymous (AA)  212–870–3400 

Moderation Management   212–871–0974

Secular AA   Calendar of worldwide secular meetings

SMART Recovery   440–951–5357

Women for Sobriety   215–536–8026

Groups for family and friends

Al-Anon Family Groups   1–888–425–2666 for meetings

Adult Children of Alcoholics 310–534–1815

Information resources

National Institute on Alcohol Abuse and Alcoholism  301–443–3860

National Institute on Drug Abuse 301–443–1124

National Institute of Mental Health   1–866–615–6464

Research shows that most people who have alcohol problems are able to reduce their drinking or quit entirely.

There are many roads to getting better. What is important is finding yours.

Understanding the available treatment options—from behavioral therapies and medications to mutual-support groups—is the first step. The important thing is to remain engaged in whatever method you choose.

Ultimately, receiving treatment can improve your chances of success.

niaaa.nih.gov

An official website of the National Institutes of Health and the National Institute on Alcohol Abuse and Alcoholism

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How to Find a Real Estate Agent: Where to Look and What to Ask

Before putting your home on the market or setting out to buy a new one, you should identify real estate agents in your community who can assist with the sale. More than two million people nationwide have licenses to sell real estate , and it’s their job to be an expert on the properties in their community. They track real estate trends and are in the business of helping others buy and sell homes. If you’re in the market for a new home, it’s wise to know how to find a real estate agent.

Whether you’re a first-time seller or someone who is looking to buy your first home, there are several ways to find a local real estate agent:

• Use realtor.com’s how to find a real estate agent  tool to locate individuals who are active in your community.
• Get recommendations from friends and family members who have bought or sold their properties recently.
• Look for real estate agent signs in your community.
• Attend open houses and see if you connect with a real estate agent.
• Call your neighborhood real estate brokerages.

How to find a real estate agent: Ask these important questions

There are a number of questions you will want to ask a real estate agent before they start helping you with your home search:

1. What services do you offer?

Buyers and sellers have different needs, and certain real estate agents might specialize in selling over buying and vice versa.

2. What type of representation do you provide?

There are various forms of representation in different states. Some brokers represent buyers, some represent sellers, some facilitate transactions as a neutral party, and in some cases different salespeople in a single firm may represent different parties within a transaction.

3. What experience do you have in my immediate area?

Find out their success rate with buying and selling in your area.

4. How long are homes in this neighborhood typically on the market?

Be aware that because all homes are unique, some will sell faster than others. Several factors can impact the amount of time a home remains on the market, including list price, changing interest rates and local economic trends.

5. How would you price my home?

Ask about recent home sales and comparable properties currently on the market. If you speak with several real estate agents and their price estimates differ, that’s alright—but be sure to ask how their price opinions were determined and why they think your home would sell for a given value. Request a written Comparative Market Analysis (CMA) as well.

6. How will you market my home?

At listing presentations, brokers will provide a detailed summary of how they market homes, what marketing strategies have worked in the past and which marketing efforts may be effective for your home.

7. What is your fee?

Brokerage fees are established in the marketplace and not set by law or regulation. The commission is the agent’s rate for handling your transaction. Ask if there are other fees you will have to pay such as an early cancellation fee, marketing fee, MLS fee, or any other cost that isn’t included in the commission rate.

8. What disclosures should you (the consumer) receive?

State rules require brokers to provide extensive agency disclosure information, usually at the first sit-down meeting with an owner or buyer.

What to expect when working with a real estate agent

Once your home is listed with a real estate agent, they will immediately begin to market your home according to the most appropriate conventions for your community. A real estate agent keeps you informed as the marketing process unfolds and as expressions of interest are received.

Be sure to specify how you’d prefer to communicate. Some clients prefer email or texts. while others only want to be called or have in-person meetings. Whatever your preference, it’s best to outline those expectations upfront so everyone is working with clearly-defined objectives.

The same holds true for buyers. Because buyers are constantly meeting with their agent to see properties and give feedback on the properties they’ve already seen, communication is important. If you like to communicate via text message, let your agent know. All forms of communication are not acceptable to everyone. Make sure you have an agent who communicates with you in a way you find acceptable.

Every client should expect professionalism. That means a real estate agent will always expect you to be on-time, and you should expect the same from a real estate agent.

Remember, the real estate agent is your advocate in the transaction, whether you are buying or selling. Once you have signed up with an agent to represent you, he or she is your face, your voice, and your defense against all involved in the multi-layered home buying or home selling process.

Natalie Way covers news and advice stories about unique real estate, interior design, and celebrity homes. Natalie is the co-founder and co-host of Realtor.com's critically acclaimed podcast, "House Party." She can be reached at [email protected].

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Election latest: Labour to win landslide and Farage to become MP for first time, poll projects

The Conservative Party is heading for its worst electoral defeat in history, falling victim to a Labour landslide, and Reform's Nigel Farage is set to become an MP for the first time, according to a major new poll of almost 20,000 people.

Tuesday 18 June 2024 22:59, UK

• General Election 2024

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Election news

• Catch up  on our rundown of the day's political news
• Tories heading for worst-ever defeat - poll
• The senior Conservatives who could lose their seats
• One of Tories' biggest 2019 donors endorses Labour
• Sky News Daily: 'We need an adult conversation about migration'

Expert analysis

• Jon Craig: Poll and defection are double trouble for Tories
• Tom Cheshire : The data behind the public's view of immigration
• Darren McCaffrey: PM's trip to luxury village shows no seat is safe

Election essentials

• Check parties' manifesto pledges:  Conservatives | Greens | Labour | Lib Dems | Plaid Cymru | Reform
• Trackers:  Who's leading polls? | Is PM keeping promises?
• Campaign Heritage:  Memorable moments from elections gone by
• Follow Sky's politics podcasts:  Electoral Dysfunction | Politics At Jack And Sam's
• Read more:  Who is standing down? | Key seats to watch | What counts as voter ID? | Check if your constituency is changing | Guide to election lingo | Sky's election night plans

It's 10pm and here is your rundown for today's political news...

• The Conservative Party is heading for its worst electoral defeat in history , according to a poll of almost 20,000 people;
• The Ipsos poll also suggested  Nigel Farage will win Clacton from the Tories, overturning the incumbent party's huge majority there;
• It estimated  Labour could win 453 seats, while the Conservatives would take just 115, giving Sir Keir Starmer's party a 256-seat majority ;
• The result would mean  senior Tory figures such as Grant Shapps, Penny Mordaunt, Gillian Keegan, Johnny Mercer and Sir Jacob Rees-Mogg losing their seats ;
• Our chief political correspondent Jon Craig   said the poll is "terrible news" for the Tories;
• Meanwhile former Conservative Party donor John Caudwell has announced he is endorsing and voting for Sir Keir Starmer's Labour Party.
• Our weeknight politics show Politics Hub With Sophy Ridge  focused on the issue of immigration, with Labour's shadow equalities secretary Anneliese Dodds saying the country needs a "clear plan" to tackle migration;
• During the panel discussion Jim Murphy, former leader of Scottish Labour, said a Labour policy that may work to reduce immigration is "dealing with the gangs in the same way you would deal with terrorists";
• And former Conservative MP Philip Dunne said the government's Rwanda scheme is a "deterrent" for illegal immigration, but said the UK and France need to cooperate more.
• In Scotland, Anas Sarwar has today launched Scottish Labour 's manifesto, with a focus on improving the future for young people in the country;
• He also confirmed that Scottish Labour is against the two-child benefit cap , despite there being no plans to scrap the measure if Labour wins the keys to Downing Street.
• Liberal Democrat leader Sir Ed Davey was in Eastleigh, where he discussed sewage - and claimed the Tories would "fail in opposition" just as he says they have in government;
• And on a day of special coverage of the migration crisis here on Sky News, an exclusive poll suggested more Britons think immigration has had a negative impact on society than positive.

Here are some other stories you might find interesting: 

On the Sky News Daily podcast,  Niall Paterson is joined by community correspondent Becky Johnson   to discuss what voters think about elections, while economics and data editor Ed Conway digs into the statistics to reveal exactly how big an impact migration, both legal and illegal, has on the UK.

Thank you for following our live political coverage as the general election campaign continues.

Please see our 10pm bulletin for the key points of the day's news.

Join us again tomorrow from 7am for the latest political updates.

Earlier we brought you the breaking news that billionaire Tory donor John Caudwell had endorsed Labour (see 7.31pm post).

The Phones4U founder said the "failures" of the three prime ministers in government since then, alongside Labour's "transformation" under leader Sir Keir Starmer had led him to switch allegiance for the first time in his life.

You can read more about his decision  here ...

Covering a general election campaign as a journalist can largely be summed up in two words - battle bus.

Not too dissimilar to the coaches that rockstars use for their tours, battle buses are the vehicles each political party uses to transport their leaders, candidates, and advisers around the country during the election campaign.

Sky's political correspondents have each been following a different party - often joining them on the buses.

Here we take you behind the scenes on the campaign trail for the Conservatives, Labour, and the Liberal Democrats.

By Faye Brown , political reporter

Rishi Sunak's "soaring" personal wealth has come under fresh attack ahead of crucial inflation figures coming out tomorrow.

In what will be a key moment in the election campaign, the rate of inflation is expected to ease back to the Bank of England's target of 2% for the first time since spring 2021.

The figures could provide a much needed boost for the embattled prime minister, whose key offering to voters is that the economy has "turned a corner" under his leadership and they should not risk change with Labour.

But the Labour Party says this claim is "rubbished" by data showing more than half of Brits think the cost of living crisis has become worse in the last month.

The party says that Mr Sunak's wealth increased by £122m in the last year, while data from the Office for National Statistics (ONS) shows millions of people continue to struggle.

Read more below:

More people in the UK think immigration has a negative impact on society than a positive one, according to a YouGov survey for Sky News.    

In the first general election since Brexit, all the major parties mention migration in their manifestos. 

Both the Conservatives and Labour are placing promises to tackle illegal boat crossings high on their list of promises if they get into Number 10.   

So what do voters think about immigration, and how could it affect these elections?  

Niall Paterson is joined by community correspondent Becky Johnson , who's been speaking to voters in Swindon about their views. 

Plus,  economics and data editor Ed Conway digs into the statistics to reveal exactly how big an impact migration, both legal and illegal, has on the UK.   

As we've been discussing this evening, both the Tories and Labour are promising to cut net migration levels - the number of people coming from overseas minus the number leaving.

Our political reporter Alix Culbertson has looked at their immigration policies - and those from the other main parties.

Read the full explainer here ...

The public has "probably seen through Boris Johnson" and he is no longer an asset to the Tory campaign, Jim Murphy, the former leader of Scottish Labour, says during  Sophy Ridge 's final panel discussion.

Mr Johnson has been appearing in campaign videos for a number of his Tory MP allies after reportedly being drafted in to help counter the growing threat from Reform UK.

Mr Murphy says the former prime minister was probably an asset during 2019 but now the public and Tory MPs have seen through him.

"I think the Conservatives are making the mistake that if you play the tune of 2019 it'll work for them in the same way," he adds.

"Involving Johnson at this stage suggests a campaign that has lost its sense of direction, because they're still trying to beat the Reform party rather than try to overcome Labour."

'There are MPs who like him'

Former government adviser Nimco Ali notes Mr Johnson "is popular in certain sectors of the country" and some MPs are leaning towards that.

"I would not think it's a Conservative plan to have him involved, I think it's individual MPs who like him, and he has kindly sent them those videos," she says.

That concludes our coverage of tonight's  Politics Hub With Sophy Ridge  - it'll return tomorrow from 7pm. In the meantime, stick with us here for the latest general election news and analysis.

A poll we reported on earlier is "terrible news" for the Conservatives, says our chief political correspondent Jon Craig .

It's predicting a 256-seat majority for Labour - up on 453 seats and the Tories down on 115 ( see 17.51 post )

Jon says this would be "much worse than 1997", when Tony Blair took Labour back into government, and their worst result since 1906.

But 117 seats are still too close to call in the Ipsos survey, he explains.

But while polls are only a "snapshot" of a campaign, there is a clear "trend" across the various surveys we're seeing.

"They are all fairly similar," Jon says, and it's "terrible news for the Tories".

It's been "double trouble" for the Tories this evening, he adds, given their former donor John Caudwell's endorsement of the Labour Party ( see 19.31 post )

"We don't know if Mr Caudwell is actually going to give some money to the Labour Party, but he's not donating to the Tories, and he's switched his allegiance."

Sophy presses former Conservative MP Philip Dunne on whether the Conservatives think it's all over.

It comes after the prime minister spent the day campaigning in traditionally safe Tory seats in the South West.

Mr Dunne says Rishi Sunak has "been all over the place throughout this campaign".

He says the prime minister "hasn't given up" and has "made it very clear he's fighting, every waking moment, to try to retain the Conservative government and Conservative candidates all over the country".

'No huge surprise' Tory support is waning

Asked if he is worried about the future of the Conservative Party, Mr Dunne, who is not standing in this election, says all political parties in office for a prolonged period "go through sort of waves of enthusiasm and support and waning of support".

He adds: "So it's no huge surprise that the opinion polls are suggesting that our support is declining somewhat at the moment."

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