When I put forth the 2012 Women + Beer survey, I was still pretty new to the idea of effective research. Sure, it’s easy to ask questions. Folks like to answer and talk about themselves.

The knack is to ask the question you’re really wanting people to consider and respond to.

One of the questions I asked was: Does size matter for your beer?

What I should have asked was: Does size of serving or strength of alcohol matter?

What I got was a whole avalanche of input and insight that was so much richer than I had intended, and happily so.

In working today on the chapter draft covering that question, I am reminded that specific is terrific (with a nod to Mark G for that gem). Specificity is critical in doing research for a number of reasons.

  1. Being specific will provide critical focus to your work.
  2. Specificity will make it easier to move forward with other specific queries – one step and specific question at a time.
  3. It allows for elimination, which, in research, is really a helpful concept too.
Yes, size matters...in context and with explanation and specificity.

Yes, size matters…in context and with explanation and specificity.

As I keep writing this draft, it’s both entertaining and re-educational to read the hundreds of replies to that age-old snicker-inducing question: does size matter.

You’ll have to wait for the book (due September 2016) to read the whole thing. Suffice to say a qualified “yes” is the answer. AND you have to have the context around it and what “yes” actually means, since there are qualifiers for yes’s and no’s.

Stay tuned. And in the meantime, enjoy the beer you like, in whatever serving size & strength you like. Doing so with friends makes life taste even better.

Categories: Assumptions & Myth Busting, Beer, Women and Beer

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