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Prompt Definition

A situation in which the interviewer suggests possible answers to a question to the respondent.

Prompts in marketing research are carefully worded cues, questions, images or stimuli used to guide respondents' thoughts, recall or imagination during surveys, interviews or focus groups. They are designed to elicit more specific, relevant or detailed responses and help participants engage meaningfully with the research topic.

What are the key aspects of prompts in marketing research?

• Used to stimulate memory, opinion or emotion.
• Can be verbal, written, visual or auditory.
• Designed to reduce ambiguity or confusion.
• Often pre-tested for clarity and neutrality.
• Support richer, more actionable data collection.

Why are prompts important in market research?

Prompts are essential for encouraging depth and clarity in responses, especially when dealing with complex or abstract concepts. They help respondents articulate thoughts they might otherwise overlook or struggle to express, leading to more useful and meaningful insights.

Who relies on prompts in marketing research?

• Qualitative researchers.
• Focus group moderators.
• Survey designers.
• UX and CX researchers.
• Behavioral scientists.

How do market researchers use prompts?

Market researchers use prompts to enhance the quality of participant responses across qualitative and quantitative methodologies. In a focus group or interview, a prompt might be a scenario or product concept that encourages discussion. In surveys, prompts may take the form of clarification statements or follow-up questions to help respondents give more thoughtful answers. Researchers are careful to design prompts that are unbiased and do not lead respondents, ensuring data remains valid and reliable. Well-crafted prompts help uncover motivations, expectations and emotional drivers that raw questions alone might not surface.