Versta Research Post

Dilbert’s Boss: Focus Groups Are Not Reliable

The pointy-hair boss has a point here, even though he does not realize it. From a research perspective, focus groups should provide rich, new, and surprising depths of insight, not necessarily “reliable” data. In fact, that’s why we typically suggest doing multiple focus groups, in different locations, with different types of participants. We want each…

A Statistically Significant Cartoon

A Statistically Significant Cartoon

In Turning Data into Stories we pointed out that numbers have no inherent meaning.  There are no essentially big or small or significant numbers, for example—they only become big or small or significant within the context of specific research questions and a range of possible answers. The same is true for p-values by which we…