We are like BASF

BASF, or Badische Anilin-und Soda-Fabrik, uses the tagline: “At BASF, we don’t make a lot of the products you buy. We make a lot of the products you buy better.” We feel like them. They’re ingredient manufacturers and that’s what Quester does. Certainly, we make some interesting designs when you work with us directly – but we do a great deal of our work in standard, more heavily quantitative designs.

We collect and analyze comments – so when you’re doing a tracking project or ad test, you have a strong sense of the consumer voice. It may not be real “color” or “durability” in the research process, but it is the proverbial lifeblood of the research.

But one of the things that makes BASF so good, is that they really do in fact improve products because of their really high quality ingredients. And we’re hopeful to do the same. So here’s the first tip in we hope many. It’s the first “tip” our founder used to teach every moderator in training.

Asking a question is not as effective as presenting a topic. A question has an answer and in fact a definitive ending. A topic of conversation can go on indefinitely. And, as it relates to online qualitative – the longer the answer, the better.

So, we suggest – looking into your survey as an opportunity to present topics. What’s the difference?

What do you like about this idea? (This is the question.)
Tell me about what you think of this idea. (This is the topic.)

Or even better:
I’d like you to think about the idea we just presented. Tell me what you think your experience will be based upon what we reviewed.

You may think respondents won’t respond to this type of language. Fortune favors the bold. And let’s be honest – how much are people really typing with what you’re using now? Trust us, we know it works.


  • Andrea Joss

    Andrea loves Quester – and not just like she loves ice cream – real love, in her heart. To AJ, Quester is special because it’s full of people with giant brains who care deeply about their work and each other. Every day is different, there’s always something going on and there are always big ideas. AJ also feels it’s important to note that the people of Quester are - individually and collectively - hilarious.As Senior Vice President of Research, she makes sure that the work we do is great, that we stay creative in our designs and tools, that our approaches are top notch, and that we have all of the fun (and also snacks. Including ice cream).AJ’s fun fact is that she has four kids who are seventeen years apart in age – she finds them unique, inspiring and amazing and she will absolutely tell you all about them whenever she sees you (glad you asked!). She also has a fantastic husband who lets her pretend to be the nice one but is really the most patient man in the Greater Metro Area. She secretly aspires to write a novel in her free time, but watches Property Brothers instead.

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