Why You Should Be Using Conjoint Analysis

Why You Should Be Using Conjoint Analysis

If you crave a deep understanding of why your customers choose one product, concept, or message over another, you might be thinking that deep-dive qualitative research is best. Possibly it is, but you should also be considering a research method at the opposite end of the spectrum: conjoint analysis. Conjoint analysis is one of the…

Forget the Math — For Good Sampling You Need Equality, Inclusion, and Representation.

Forget the Math — For Good Sampling You Need Equality, Inclusion, and Representation

In basic stats class, all of us learned about the importance of random sampling. It provides the foundation for the iron-clad mathematics of estimation, statistical significance, and margins of error. But the problem in social science, market research, and opinion polling is that random sampling (sometimes referred to as probability sampling) almost never exists. So…

How to Trap Survey Trolls: Ask Them for a Story

How to Trap Survey Trolls: Ask Them for a Story

Telling stories is a natural human behavior, but also highly complex and difficult to imitate or automate. This means that, happily, trolls can’t tell stories. And asking survey respondents for an extremely brief story (even just a few words) about their experience related to a survey topic can help you differentiate real respondents from fake…