Versta Research Post

Simple Steps to Actionable Insights

A pet-peeve of mine is that many (way too many) market research professionals talk about “actionable insights” and I almost never know what they are talking about.  I suspect most of them don’t either.  The more our clients complain that research reports are sitting on shelves collecting dust, the louder every research firm starts proclaiming…

Versta Research Post

Killer Quotes from Research Respondents

One way you can make a research report really pop is to carefully select and edit quotes from the people involved in the study.  For qualitative research, that means pulling quotes from transcripts of in-depth interviews, focus groups, online bulletin boards, social media, etc.  For survey research, it means pulling quotes from open-ended questions that…

The Role of Social Media in Customer Satisfaction and Loyalty Research

Listening to Your Customers through Social Media

In July, I moderated a panel of thought leaders in market research to ponder the question: “How Will Social Media Change Customer Satisfaction and Loyalty (CS&L) Research?” The event was sponsored by the American Marketing Association, and included participants from GfK, Maritz, MARC, SAS, Market Tools, and Versta Research. A partial transcript of our panel’s…