We all like to say, “There’s no such thing as a dumb question,” and yet we—researchers, data scientists, and managers—also talk about asking the “right questions” when it comes to designing survey instruments, qualitative methods, databases, and other tools to help us make decisions. Farrah Bostic investigates where good questions come from and explains how to construct a good question. Farrah also covers the practical difference between asking bad questions and good questions, how bad questions lead you astray, and how good questions propel you forward.
Farrah Bostic created the Difference Engine based on her belief that deep understanding of customer needs is essential to growing businesses through great products and services. Farrah has honed her customer-centric insights as an advisor to some of the world’s most respected brands, including Apple, Microsoft, Disney, Samsung, and UPS. She began her career as a creative and then went on to be a strategist at leading agencies, including Wieden + Kennedy, TBWA\Chiat\Day, Mad Dogs & Englishmen, and Digitas, where she was group planning director and mobile strategy lead. Farrah also ran innovation as a partner at Hall & Partners and developed digital tools for online qualitative research as SVP of consumer immersion at OTX.
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