Understanding “Leading Questions” in Usability Research.

I’m in my internship's 3rd and 4th week, “conducting a series of short user research exercises using a mix of research methods”. Today, I want to talk about “leading questions,” a term that fascinated and confused me.

I heard of the the term “leading questions” during the 1st week of our internship when Allan Day, our Outreachy mentor for the May to August 2024 cohort, mentioned it briefly while discussing research design. I didn’t understand what it meant at the time. If you’re like me and wondering what it means, don’t worry — I got you.

Leading questions subtly prompt or encourage the respondent to answer in a particular way. These questions can influence the respondent’s answer by implying a preferred or expected response. In usability research, leading questions can bias the results and provide inaccurate insights into the user experience. Here’s an example:

Leading Question: “How much do you like our new drag-and-drop feature?”

Neutral Question: “What are your thoughts on our new drag-and-drop feature?”

The leading question assumes that the respondent likes the new feature, while the neutral question allows for any kind of feedback.

The benefits of not using leading questions are significant. Researchers can gather more accurate and genuine feedback by asking neutral, open-ended questions. This unbiased information helps in understanding the true opinions, needs, and pain points of users, leading to better design decisions and more effective improvements. It ensures that the data collected reflects the user’s real experience, rather than being skewed by the researcher’s assumptions.

You can read more about leading questions on this link.

On a more relaxed note, you can apply the concept of leading questions in your everyday life. For example, next time you cook dinner, don’t ask your guest, “How did you enjoy the meal?” Instead, ask, “What are your thoughts about the meal?” This way, you might get better insights into your cooking skills🍲.