Versta Research Post

Three Mistakes to Avoid on Data Charts

Turning data into stories involves not just words, but pictures as well.  In the world of quantitative market research, that usually means charts, graphs, and tables.  Moreover, just like poorly written sentences that often complicate rather than clarify data, charts and graphs in market research too often suffer from “chartjunk,” as Edward Tufte calls it. …

Versta Research Post

Pigeons Beat People on Probability Problems

The hardest part of quantitative market research is not that it involves numbers, math, or even statistics, but that it involves complex problems in probability. Over the past several years, psychologists have been documenting how difficult it is for us humans to solve even “simple” probability problems.  One fascinating example is a puzzle known as…

Versta Research Post

Advice for PR Surveys: Avoid Numeric Scales

As much as we love numbers, we find ourselves often advising clients against using numeric scales in their surveys.  A numeric scale is any response format that asks people to give a number within a certain range to indicate the strength of their feeling or opinion.  The insanely popular survey question used to calculate Net…

Versta Research Post

Killer Quotes from Research Respondents

One way you can make a research report really pop is to carefully select and edit quotes from the people involved in the study.  For qualitative research, that means pulling quotes from transcripts of in-depth interviews, focus groups, online bulletin boards, social media, etc.  For survey research, it means pulling quotes from open-ended questions that…

Versta Research Post

Bad Decisions with Better Graphics

Does data displayed in charts and graphs, rather than tables, lead to better decisions?  Not according to the latest research reported in this month’s Journal of Marketing Research. The authors looked at various types of biases that creep into business managers’ decisions when based on data presented to them.  They did this by conducting experiments…