No Ice Cream Questions
Also known as: Desirability Bias, Enthusiasm Inflation
The rule prohibiting questions about desirability without revealing the associated tradeoffs.
Full Definition
Asking whether someone wants something without disclosing the cost, effort, or tradeoffs generates near-universal agreement. This measures enthusiasm, not demand. Valid questions must include real-world constraints. 'Would you want a faster test?' tells you nothing. 'Would you use a faster test that required a biopsy, took 24 hours, and cost three times your current test?' generates meaningful data.
Example
'Would you like a tool that made care team communication easier?' Almost everyone says yes. 'Would you switch platforms if it required four weeks of implementation, retraining all staff, and cost $200 per user per month?' Now you have real data.