How to Succeed with Biased Samples

How to Succeed with Biased Samples

Leading practitioners of survey research now agree that online polling and other forms of non-probability sampling can work.  The key is to give careful attention to the survey protocols, data collection, cleaning, and back-end weighting so that ultimately the sample being analyzed matches the population you want to know about in as many relevant ways…

Choosing Your Top Three Messages with TURF

Choosing Your Top Three Messages with TURF

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…