Why I Love Political Polls

Why I Love Political Polls

Actually, Joe Citizen does not love them, but Joe Researcher does. The horse-race polls for media release offer little value to the first Joe because the only poll that really matters is the election itself. But for Joe Researcher, political polls offer unparalleled, ongoing opportunities to understand, validate, and improve our methods of survey research.…

UGH to Sugging and Frugging

UGH to Sugging and Frugging

One of the cardinal sins of market research is to misrepresent the purpose of research and how it will be used.  The colorful terms used for two of the most common forms for misrepresentation are SUGGING and FRUGGING. The first of these stands for Selling Under the Guise of research.  The nefarious “research” firm calls…