Asking clear, focused questions is essential in M&A. A common pitfall is the double-barreled question—one that asks about multiple topics but allows only a single answer. These questions create ambiguity, distort data, and mask real risks and insights.

Example: “How satisfied are you with the company’s product and customer service?”

Product satisfaction and customer service satisfaction are separate issues. A single response cannot capture differences between them.

Problems with double-barreled questions are not just with surveys or other asynchronous forms of communication. They are also problematic in diligence interviews.

Consider: “Was the 10% annual growth the result of new customer wins and price increases?”

This framing forces the respondent to accept both reasons, even if only one is correct, or if other factors not mentioned played a role. Respondents may agree out of convenience or incentive (i.e., intentional deception), leaving the deal team with incomplete or inaccurate information.

How to Avoid Double-Barrel Questions:

• Watch for the word “and”—a frequent warning sign.
• Break complex questions into simpler, sequential ones.
• Ask about each driver or topic individually.
• Be precise with what you are trying to learn or measure, addressing each one at a time.
• Follow with open-ended prompts to capture additional factors.

Clear, single-focus questions yield clearer answers. In diligence, where details drive decisions, avoiding double-barreled questions leads to cleaner, more reliable insights, more accurate assumptions, and better decisions.