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Yearly Archives: 2015

Hot Topics in 2015: NPS, Infographics, and More

Hot Topics in 2015: NPS, Infographics, and More

Future Trends, Resources and RecommendationsBy Joe HopperDecember 30, 2015

Once a year we schlepp out the Google Analytics (yes, with good reason, only once a year—perhaps a topic for a future article) to find out what you, dear readers, are paying attention to. Traffic is higher than ever. During the last twelve months there were 383 visits per week to our website. But that…

Better Cell Phone Sampling

Better Cell Phone Sampling

Data Collection, Future Trends, Methods & Tools, Public Polling, SamplingBy Joe HopperDecember 23, 2015

There are good reasons to avoid phone surveys if you can. But if there is no alternative, it is critical to think about strategies for integrating cell phones into your outreach and sampling. Almost half (48%) of U.S. adults have no landline telephone service, while fewer than one in ten (9%) have no cell phone…

Does This Phone Survey Flatter Me?

Does This Phone Survey Flatter Me?

Data Collection, Methods & ToolsBy Joe HopperDecember 16, 2015

The evidence continues to mount that phone surveys should be a method of last resort. Pew Research Center has released results of an experiment conducted in 2014 to test mode differences in how surveys are administered. The research question was whether people answer survey questions differently when responding to a real person on a telephone…

Design Thinking Invades Market Research

Design Thinking Invades Market Research

Future Trends, New Products and Innovation, Topics in MarketingBy Joe HopperDecember 9, 2015

Or, at least, design thinking should be invading your market research, because it is invading the brains of business executives. The New York Times describes IBM as being on a mission to hire 1,500 design school graduates, and embedding them in all of its product teams. The Harvard Business Review published an issue in September…

Survey Scales Go from Bad to Good

Survey Scales Go from Bad to Good

Data Collection, Survey Design, Survey TipsBy Joe HopperDecember 2, 2015

A simple technique that will measurably improve your data quality is to offer survey response options that go from low to high, or from bad to good. Start with things like terrible, zero, poor, disagree, and so on. Then move towards spectacular, excellent, ten, and agree.

Research Tip: Write Dream Headlines

Research Tip: Write Dream Headlines

Methods & Tools, Survey Design, Turning Data into StoriesBy Joe HopperNovember 25, 2015

Yesterday we were in Milwaukee at a film studio, shooting for a soon-to-be-released Versta Research video about making research matter. It explains how to design and execute research to ensure that it gets heard, understood, and put into action by your business partners. The video outlines three tips. Here’s the first: begin by writing dream…

Avoid This Mistake of Bad Marketing Science

Avoid This Mistake of Bad Marketing Science

Data Analysis & Analytics, Turning Data into StoriesBy Joe HopperNovember 18, 2015

Just one month after publishing our Quick Puzzle for Market Research Brains (SPOILER ALERT! If you have not tried the puzzle yourself, do it now before continuing to read!) which demonstrated the dangers of confirmation bias, I read a report from the National Science Foundation (NSF), released in May, that warned of the same thing.…

P-Hacking and Other Bad Research Practices

P-Hacking and Other Bad Research Practices

Data Analysis & Analytics, Resources and RecommendationsBy Joe HopperNovember 11, 2015

Leave it to the National Science Foundation to keep me hip on current research lingo. A report published last May (with the very unhip title Social, Behavioral, and Economic Sciences Perspectives on Robust and Reliable Science) offered this definition of an edgy new term in research called p-hacking: Generating many different sets of results and…

Video Content Skews Survey Results

Video Content Skews Survey Results

Data Collection, Future Trends, Methods & ToolsBy Joe HopperNovember 4, 2015

I am the Internet user that advertisers dread. I block as much advertising, video, flash content, and java script as I possibly can so that I stay focused on work without all that annoying, flashing, moving stuff trying to grab my attention. This always makes me wonder: Am I the Internet user that market researchers…

A Tale of Data That Became Too Big

A Tale of Data That Got Too Big

Best of Blog, Data Analysis & Analytics, Future Trends, Turning Data into StoriesBy Joe HopperOctober 28, 2015

Here is a brilliant thought experiment about big data, published as a one-paragraph short story in 1946 by the Argentinian writer Jorge Luis Borges: “. . . In that Empire, the Art of Cartography attained such Perfection that the map of a single Province occupied the entirety of a City, and the map of the…

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