I liked the post in GrokDotCom today about What Keywords Say About Your Visitors because it reminded me of an old saying that what you seek for, you find.  If you set up a question a certain way, you going to get a different answer, often, than if you ask the question in a different way. 

Here's an example from the GrokDotCom post by Holly Buchanan about why the title of Ian Ayres new book  was not titled "The End of Intuition" (his choice) but "Super Crunchers"; this was the title his publishers wanted and data that was collected seemed to back the decision up:

"…So the two of them decided to do some random testing of his book on random testing. They took out a Google ad and half the time someone was doing a search on "data mining" or "number crunching," a little ad on the right would appear for a new book called "The End of Intuition." Half the time the same ad appeared for a new book called "Super Crunchers."

"….Super Crunchers" got way more traffic — 63% — and thus became the title of his book."

Bu then it became apparent the reason why Super Crunchers preformed better than The End of Intuition has more to do with the keywords being targeted in the PPC campaign; had those words been different, the result might have been different too.

"…I'd be curious to see this test repeated with different keywords like "customer insight" or "customer research"or "understanding your customers." These are keywords more likely to be used by Humanistics, who would be more attracted to the title "The End of Insight."

If the subject matter of the book is truly aimed at more Methodical researchers, "Super Crunchers" is definitely the way to go. I'm not suggesting Ian change the title of the book. But never underestimate the power of words. The keywords you choose will affect your results.

I think it's probably best to figure out what people you want to go after and then use the words they're most likely to respond to.   It also shows me that it's probably more important to ask the best questions at the beginning of a campaign or test - because those questions determine what choices your going to make and often, the end result or answers you get.