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…

Versta Research Post

Pointy-Haired Boss Says “Research Is Stupid”

Does this sound familiar?  I hope not, and I am happy to report that I have never encountered a business manager or senior executive who would say that research is stupid.  Instead they might use words like ineffective, off-target, expensive, irrelevant, over-complicated, unhelpful, and so on.  Indeed, there is a lot of research that is…