A question can steer the answer before a participant has had a chance to react. Remove praise and implied expectations from a concept test.
IDEO.org's human-centred design methods emphasise learning through engagement with the people affected by a design. Methods.
Let the participant describe the object
For an illustrative character proposal, ask what they notice and how they understand it. Avoid “Do you love this improved version?” which supplies the judgment in advance. Keep the displayed images and exact question with the response.
Explore the reason
A preference may concern colour, expression or the scene around the product. Ask enough to identify the issue without suggesting the answer. Separate a participant's reaction from the team's decision about what to do next.
Use the feedback as evidence within its actual scope. A more neutral conversation can expose a useful problem, but it does not turn a small informal session into proof of broad customer demand.
Source reviewed 25 October 2026. Practical interpretation and original illustrations by PLUSHIP / Qunhe; examples are illustrative.
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