DR-101 · Module 2

Question Architecture

3 min read

Good research starts with good questions, and most people ask terrible questions — not because they lack intelligence, but because nobody taught them question structure. Questions have architecture: they can be open or closed, exploratory or confirmatory, broad or specific. The type of question determines the type of answer. Ask a closed question and you get a fact. Ask an open question and you get an analysis. Ask the wrong type and you waste a turn.

Do This

  • Open questions for exploration: "What factors are driving growth in vertical SaaS?"
  • Closed questions for confirmation: "Did Company X raise a Series B in 2025?"
  • Analytical questions for synthesis: "What are the trade-offs between build vs. buy for CRM?"

Avoid This

  • Vague questions that invite rambling: "Tell me about AI"
  • Closed questions when you need analysis: "Is AI good for sales?"
  • Compound questions that bury the real ask: "What is the market size for AI consulting and who are the top players and how should we position against them?"

The question ladder is a practical technique for structuring a research session. Start broad — "What are the major categories of AI consulting firms?" This gives you the landscape. Go specific — "Of the firms focused on enterprise implementation, which three have the strongest positioning?" This gives you focus. Go actionable — "For each of those three, what is their primary vulnerability that we could exploit?" This gives you something to do with what you learned. Broad to specific to actionable. Three levels, three questions, one coherent research arc.