Your objective drives the quality of insights. A good research objective should:
Be specific – “Test which product tagline drives higher purchase intent” is better than “Check if people like the ad.”
Be Clear –state exactly what you want to learn and why it matters.(For example, instead of saying: “See if people like the loyalty program”, you say:
“We want to understand why midlife couples without kids choose not to join paid retail loyalty programs like Target, Walmart, or Costco, so we can design better offers for them.”
Be focused – Don’t overload with multiple unrelated questions. Run separate FGDs if needed.