Predictive questions are questions that can lead to better recommendations. By asking your customers the right question, you can more easily connect them with the right product or the right service. The two questions might not even seem to be related.
The predictive question, “Do you like to dance?” correlates with, “should you switch to a Mac?” I heard that example in a session at SXSW. I think it was Making Content Relevant.
At the liquor store we ask, “Do you sweeten your tea?” to find out what type of wine customers might like.
Because the predictive question seems unrelated to the purchase decision, it can feel less intimidating to the customer, and easier to answer.
What seemingly unrelated questions might lead you to better answers for your customers?
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Data Quality says
I think I am beginning to understand the tea question, but I have no clue about the dancing one. I probably need more explaining to make more sense of this idea.
Becky McCray says
Think of it this way: the kind of people who like to dance are the same kind of people who would be happy with a Mac.
Here’s another example they gave. Asking whether someone wants the top floor apartment or the ground floor apartment could tell you something about their risk tolerance.
You’re collecting data, but not by asking the direct question. You’re asking a question that seems easier to answer, and using that to predict something else.