Progress bars that show respondents how far along they are in a survey have become standard in our industry. But are progress bars a documented “best practice” for survey research, or just another convention? A recent article in the Social Science Computer Review offers a meta-analysis of 32 field experiments designed to see whether progress…
I’m not sure if this cartoon is funny because I don’t really get it. But it was interesting enough that I started thinking about the null hypothesis, and what it means, and how statistics is changing so quickly that “the null hypothesis” we learned about in our classes may soon feel like an odd artifact…
Every year I offer my top picks for summer intensive training courses on research methods, and usually I point to several universities for the sake of options and a full range of methods. Well, this year I am pointing to just one. I looked at the course listings at the University of Michigan’s Survey Research…
Last week we wrote about the optimal number of benefits, features, or claims you should make in your marketing materials. Research shows that three maximizes the impact because it aligns with a buyer’s sense of data sufficiency. Going beyond three invites skepticism because it reminds buyers that the message is “just marketing,” not information. So…
If you do concept testing that involves evaluating messages, ad copy, value propositions, benefits claims and so on, chances are you get to the end of the study and say, “Now I know which messages are best. But how many should I use?” New research just published in the Journal of Marketing suggests that the…
It might seem that turning data into stories happens entirely at the back end of research when data are analyzed and insights are synthesized into reports. Not so. It requires careful thought at every step from the very beginning (during design) to the very end (during fact-checking). The entire data collection process is no exception. …
A couple weeks ago we wrote about the crucial need to have (and ideally review) your raw data. We pointed to an article in the New York Times Magazine about a prominent professor in social psychology who faked his data and never provided the raw data for his colleagues and co-authors to review. What we…
Last week, Versta Research celebrated its 5th birthday—an important milestone in a twenty-year journey that has involved rigorous training and building significant capabilities that help clients solve research problems. <<Applause! Singing! Cake!>> “Speech! Speech!” Hmmmm, a speech. . . . Well, recently we formulated new year’s resolutions and described where we are headed as we enter the second half…
As we get further along in our careers most of us get further away from the nitty-gritty of data collection, data coding, and sometimes even data analysis. But I always feel nervous about that distance, and usually want to take a quick scan through the raw data myself. I want to see all those rows…
Over the last decade satisfaction research has shifted strongly towards loyalty research. This shift has been driven, in part, by widespread interest in Net Promoter Scores (NPS) as a way to benchmark against other companies and link the customer experience more directly to financial outcomes. But it turns out that focusing so much on loyalty…