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Sentiment probe. Take a baseline sentiment measure (use a 7- or 10-point scale) on interest for your product, problem, or space. Then show a video—your product, a competitive product, an ad, a brief explainer video—and measure sentiment with the same question after the video to see if there is any shift in interest. If there is, ask those who shifted why.
Does that sound strange? Let me explain. Everything you say to a person is filtered through his frames of reference, biases, and preconceived ideas.
Surrounded by Idiots
Thomas Erikson
Or as Antoine de Saint-Exupéry, the author of The Little Prince, put it rather more poetically: If you want to build a ship, don’t drum up the people to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea.
No Rules Rules
Reed Hastings, Erin Meyer
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