New Possibilities with Mobile Qualitative Research

New Possibilities with Mobile Qualitative Research

The best innovation in qualitative methods over the last decade is not online focus groups or bulletin boards or MROCs (Market Research Online Communities). It’s the smartphone. Your customers can snap pictures, take videos, and document all their thoughts and behaviors as they go about their everyday lives, generating some of the richest qualitative data…

Versta Blog Makes Public Opinion Quarterly

Versta Blog Makes Public Opinion Quarterly

This familiar sentence opens the lead article of Public Opinion Quarterly’s 2017 special issue on survey research: “Telephone surveys are dead, claim some survey researchers, and should be replaced with nonprobability samples from Internet panels.” Hmm, I’ve said something similar to that in the past, I thought to myself. I guess I’m not the only…

10 Rules to Make Your Research Reproducible

10 Rules to Make Your Research Reproducible

Suppose your colleague left her job tomorrow and you needed to recreate, and double check, all of the work she produced for a research study just completed. You probably couldn’t do it. Think of every step along the way: exactly how the survey was programmed, how data were cleaned, why certain respondents and not others…

CASRO+MRA = Bland Insights

CASRO+MRA = Bland Insights

Reflecting a shift in how applied research is being organized and used in businesses today, 2017 marks the end of two important market research industry groups, and the beginning of a new one. Gone is the Council of American Survey Research Organizations (CASRO) founded 37 years ago. Gone is the Marketing Research Association (MRA) founded…

Using MTurk for Market Research

Using MTurk for Market Research

A surprising trend among our academic colleagues in marketing, psychology, and the social and behavioral sciences, is that they are crowdsourcing respondents for research studies from Mechanical Turk (MTurk). I am still overcoming my own resistance to the idea, as it rubs against Versta Research’s obsessive focus on data quality. Online sampling absolutely can and…

Pollsters Disagree on Best Sampling Methods

Pollsters Disagree on Best Sampling Methods

The last presidential election was a stunning win for online polls and a drubbing defeat for telephone polls. It provoked a loud and contentious debate among survey methodologists about the accuracy of polls and about how (and whether) to revise our methods. So here we are again, four years later with technology having moved faster…