Ask about behaviour before preference
Find out where the gift would be used, what the person already carries and what takes up unnecessary space. Ask for an example from a normal workday. “What do you use for meeting notes?” is more informative than “Do you like notebooks?” The first question reveals an existing practice; the second may produce a polite answer without indicating whether another notebook would be useful.
Check physical constraints that relate directly to the gift. A recipient may work at a shared desk, travel frequently or carry only a small bag. Avoid turning age, job title or location into a shortcut for individual preference. People with the same role can use products differently. Ask about the actual task and leave room for an alternative when the answer varies.
Gather only the information the decision needs
Keep questions short and explain their purpose. Product planning rarely requires a long list of personal details. Where a name will be printed, confirm the exact spelling through an agreed process rather than copying an informal message. If the team is considering personalisation, separate the product-selection discussion from the later collection of the approved production list.
Record the difference between a repeated observation and one person’s suggestion. A small sample can reveal useful issues, but it does not represent every recipient. Note who was consulted in broad, practical terms and which groups remain untested. Share the findings with the team as decision inputs, not as universal statements about what employees or clients prefer.
Worked hypothetical example: two working patterns
Imagine a company choosing gifts for office-based colleagues and a team that moves between client sites. This is a hypothetical planning exercise, not a quotation. Short conversations reveal that desk storage matters to the first group, while carrying convenience matters to the second. The team compares a compact desk item with a portable document organiser instead of asking everyone to accept the same large boxed set.
The finding does not require dozens of different versions. Two clearly labelled options may address the practical distinction, provided the quantities and distribution process remain manageable. Before approval, show a sample or a realistic specification to someone from each group and ask what would prevent them from using it. Treat those objections as design information rather than resistance to the campaign.
Before you move forward
- Ask about a real task and its current tools.
- Check carrying, storage and handover constraints.
- Avoid assumptions based only on role or demographics.
- Collect only information needed for selection and production.
- Record uncertainties and test the proposed option with users.
Common questions
What if we cannot interview recipients directly?
Speak to the people who organise their working environment or regularly support them, and document the uncertainty. Use conservative, broadly useful options rather than inventing detailed preferences. Avoid presenting second-hand impressions as confirmed feedback from the entire audience.
Should we let recipients vote on products?
A vote can narrow a realistic shortlist, but only after specifications and constraints are understood. Explain the differences and include a way to flag practical problems. A popular photograph does not replace checks on size, function, branding or the finished package.
Ready to turn the brief into a shortlist? Explore the catalogue or start a project in Brandkom’s free Gift Design Studio.