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  1. Jeffrey Henning
    Jeffrey Henning at |

    Here’s one I got wrong. The client wrote this question–

    Region located in:
    a) West
    b) Ontario
    c) Quebec
    d) Atlantic

    The people from the West and Atlantic wanted it to be a list of provinces instead. We could have mapped it to this internal list of regions ourselves. A classic case of letting an internal artifact get in the way of how respondents think.


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