Exploring Different Types of Survey Attention Checks
Here are four types of “attention checks” to build into your questionnaires and analysis in order to assess whether respondents are fully engaged in answering your survey.
Dealing with Lazy Survey Respondents — Drop Them or Keep Them?
It might seem obvious that inattentive survey respondents should deleted from your data. Think again. Here’s why a “light touch” during data quality review is best.
Get Smart This Summer: Our Top 5 Picks for Professional Development and Training
Summer is the perfect time for professional development and training in market research methods because short course offerings in survey and questionnaire design are plentiful.
Here’s One Jargony Business Consultant Word We Actually Like
The word “material” points to a useful concept, and provides a welcome corrective to an obsessive and misguided focus on statistical significance.
Personas Are Fake Customers. Here’s Where They Come From and Why They Are So Useful.
Personas are fictional representations of customer types, but they reflect the demographics, behaviors, goals, and motivations of people derived from real data.
I Wrote a Poem about Market Research using ChatGPT. Clever, Amazing, and Interesting. But Is It Poetry?
In a test of the powers of AI, here is an impressive poem it wrote about market research. It’s worth a smile. But it’s not poetry.
Translating Surveys Perfectly Will Make Them Perfect – But It Doesn’t Actually Matter
A recent study shows that team translation is superior for accurate survey translation, but that less accurate translations will work just as well in terms of survey measurement.
Don’t Be Fooled by the Mean (or How to Avoid Absurd Statistical Claims in Your PR and Market Research Surveys)
An article in The New Yorker claimed that a hundred years ago most Americans died in their mid-fifties. Alas, they were fooled by a statistic and the claim is not true.
Five Research Lessons from the Pandemic Years
Here is a brief summary of the Versta Research Spring 2023 Newsletter, which outlines five research lessons that have transformed marketing research during the pandemic years.
The Problem with “Check All That Apply” Survey Questions
We sometimes advise against multiple-select questions, believing that respondents give less attention to each item in the list. New eye tracking research suggests we might be wrong.