“Over the past few years, I’ve conducted about 300 market research surveys while working in a creative advertising agency. As I was reading about Charles Booth it occurred to me that there are two types of survey questions: those that extract and those that evoke. Questions that extract involve collecting information; this is Booth on the street asking people about their income. Questions that evoke involve eliciting a reaction. Think about a focus group moderator versus a standup comedian. Both care about what you think. But the stand-up comedian goes one step further to provoke a response.”
I can see this argument, though I wish the author offered more empirical evidence on how successful it is in metrics like economics.
Some could argue that survey questions deliberately evoking and eliciting a reaction could be leading the respondent.