Research Questions
The specific questions that drive everything else.
What They Are
The precise things we need to learn, stated clearly enough to design a study around. A good research question determines the method, the participants, the analysis approach, and what decisions the findings will inform.
Why They Matter
Vague questions produce vague findings. "How do users feel about our product?" gives you nothing actionable. "What causes first-time users to abandon the setup flow before completion?" gives you a study you can design, run, and act on.
How to Write Them
Start broad, then narrow. Make them answerable — if you can't imagine what the answer would look like, the question isn't specific enough. Avoid leading language. And tie each one to a business decision, so everyone knows why you're asking.
What They Produce
A research plan the team can evaluate before any fieldwork begins. When the questions are right, method selection becomes obvious, participant criteria follow naturally, and the team knows exactly what they'll get back.