Asking Smarter Questions

“Asking Smarter Questions” is a dynamic and interactive training course from award-winning author and trainer Sam Knowles, which champions the art of curiosity. The course sets out the six Universal Principles you need to make every question count.

Sam Knowles - Asking smarter questions

The simple act of asking questions has been overlooked for too long as almost too trivial to contemplate. The building blocks of insight are data, joined together in novel, unpredictable ways. And we surface new information to make meaningful connections by asking smarter questions.

The starting point for this course comes from a much-misunderstood figure from the history of intellectual enquiry: the 5th century BCE philosopher, Socrates. The essential principle of his method of investigation was the Socratic paradox: “All that I know is that I know nothing”. This act of humility is a brilliant starting point for any research enquiry or project.

This course joins the dots between the questions we ask to surface the right data, the insights we articulate using this data, and the stories we tell using data-driven insights. We discuss the pivotal role of framing and asking genuinely smart questions in detail. This matters in crafting qualitative discussion guides, building compelling search strings to harvest relevant social media content, and analysing Big Data sets.

“Asking Smarter Questions” is a dynamic mix of theory and practice, including individual and team exercises that allow delegates to put novel ideas and frameworks to work in their day jobs straightaway.

Learning Outcomes/Learning Objectives

• Increased confidence and competence in the what and the how of asking smarter questions
• Practical tools to ensure that questions generate the desired, required answers
• Learning by doing with game-changing templates, including the world’s best briefing template

Who will benefit?

This course is designed to give a boost to everyone working in research and analytics, whatever their experience and level of seniority. It can equally help a director with 20 years’ experience to refresh and update their approach to asking smarter questions AND help to set up a new graduate for success at the start of their career. Indeed, Sam’s approach to learning is designed to work best with blended groups with different levels of experience. No voice is left out; all are heard and involved. The most senior can learn from the most junior, and vice versa.

Learning Method

A tried-and-tested blend of theory and practice, with simple and straightforward templates and frameworks introduced and road-tested in individual and team exercises. The course provides ample time for group discussion and individual reflection.

Course Delivery Mode

Online

Trainer Biography

Sam Knowles runs three popular training courses for the Market Research Society: “Asking Smarter Questions”, “How To Be Insightful”, and “Narrative by Numbers”. Since 2015, he’s trained approaching 5,000 people in almost 300 training sessions on the art and science of data storytelling, in person and online. Sam has been a trainer for the MRS since 2018.

As the founder and Chief Data Storyteller of the UK-based consultancy Insight Agents, Sam combines rich consultancy experience with a strategic planner’s facility for turning relevant data into narratives that resonate and campaigns that deliver. His purpose is to help organisations sound like people and to talk that rarest of corporate dialects: ‘Human’.

Sam is the author of the ‘Using Data Better’ trilogy of books with Routledge. This comprises the award-winning Narrative by Numbers (2018), the best-selling How To Be Insightful (2020), and the critically-acclaimed Asking Smarter Questions (2022).

Sam holds a doctorate in experimental psychology, one source of his understanding of human motivation and behaviour and his love of telling stories with data. He is a Fellow of the Market Research Society, the Royal Society of Arts, and the Professional Speaking Association. He chairs the Data Storytelling Council of I-COM, a global association focused on smart data marketing.

An experienced and sought-after keynote speaker, Sam is also a prolific podcaster, as both host and guest. He is the creator and host of Data Malarkey – the podcast about using data, smarter.

Testimonials

“The presentation was clear visually as well has having a great flow. Sam encouraged lots of opportunity for questions and discussion. An insightful and interactive session to help you become more curious.”

Honica Sharma – Behaviour Change, November 2024

“I really enjoyed the safe and open atmosphere that the trainer created which enabled varied conversations with different perspectives on how to ask smarter questions. An excellent refresher on the importance of being curious!”

Julie MacPherson – Battersea Dogs & Cats Home, November 2024