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Inverted funnel approach Definition

A questioning technique using specific questions in the early stages and then moving the questions to those that are more general in nature.

The inverted funnel approach is a questioning technique where interviews or surveys begin with specific, focused questions before transitioning to broader, more general topics. It is often used to ease respondents into a more open and reflective mind-set.

What are the key aspects of the inverted funnel approach in marketing research?

• Starts with narrow, concrete questions.
• Progresses to wider, exploratory topics.
• Helps establish context before generalizing.
• Reduces cognitive overload by grounding responses early.
• Commonly used in qualitative and semi-structured interviews.

Why is the inverted funnel approach important in market research?

It encourages deeper thought and richer responses by beginning with topics respondents can easily relate to, building comfort and confidence before exploring broader or more abstract issues. This leads to more insightful and authentic data.

Who relies on the inverted funnel approach in marketing research?

• Qualitative researchers.
• Moderators and interviewers.
• UX researchers and ethnographers.
• Brand and communications strategists.
• Academic and social science researchers.

How do market researchers use the inverted funnel approach?

Researchers structure interviews or discussion guides to begin with specific product or experience-related questions, then move to questions about overall perceptions, attitudes or behaviors. This helps guide participants toward meaningful reflection and discovery.