“The Question Before the Question: Why Great Marketing Starts with Curiosity”

We like to believe we know our audiences. We spend hours building campaigns, designing visuals and writing copy. We also sometimes miss the mark. I think it’s because we never stopped to ask the right question.

That first step in the marketing research process is identifying the research need. It’s the “procedural” information gathering before you get to the “good stuff”. It’s precisely the difference between reacting and understanding.

Before gathering data, you must define what decision the research will inform. Is there a shift happening? Has engagement dropped? Are we keen on growth or fixing a perception problem? The second you pause to name that change, the purpose becomes clear.

The Power of Why

I’ve had examples of how rushing past this stage, sets you back. How ironic. Assuming you already know the customer means you will create from instinct instead of insight. The strongest campaigns come from simply pausing to ask “why.” Why did this message work once but not again? Why did customers choose convenience over loyalty?

The Discovery Channel’s Unscripted study captured this perfectly. Instead of asking which shows viewers preferred, they asked why people watch TV at all. That question highlighted the need for freedom; freedom to escape routine and feel connected. One shift in framing changed how the network created content and how audiences connected with it.

This is the purpose of defining the research need. Earlier I called it “procedural” information gathering, but it deserves more credit. It should be seen as a tool for clarity and not a “task”. Whether you’re part of a global brand or a small creative studio, the advantage lies in asking the question before the question.