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In this video, the market research team discusses the most important question to ask in a customer survey, which they believe is about importance and satisfaction rating scales. These questions help measure areas of satisfaction and areas for improvement for clients. Respondents are asked to rank the importance of various factors when making a purchase decision or choosing a business to work with. This can include digital banking capabilities, interest rates, services offered, and more. These questions are key for identifying areas of strength and opportunities for improvement.