Experienced market researchers, accident investigators and law enforcement officials will tell you that how you ask questions can influence the results you get.

This is what my son shared with me the other night, when I asked him what he had learned that day at university (He is studying Creative Brand Communications).

His reply reminded me of the two priests who got into an argument about smoking and praying at the same time. They couldn’t resolve it, so they decided to each write to the Pope and have him decide it.

When both had received their answers, they got together. "What did His Holiness tell you?" asked the first.

"He said that it was fine," answered the second. "What did he tell you?"

"Very strange," responded the first. "He told me that it was forbidden. What did you ask him, anyway?"

"I asked if it was all right to pray while smoking. He said that prayer is always appropriate. What did you ask him?"

"I asked him if it was all right to smoke while praying. He said that smoking would defame the sacred act, so it is forbidden."

Often, it’s all in how you ask the question!