Versta Research Post

Sampling for Concept Testing and Innovation

Many assume that rigorous market research always works with random samples or probability samples.  This assumption is not true.  There are many studies that require purposive sampling instead.  Purposive sampling involves finding people with specific characteristics or qualities, even if they do not fully represent the whole population, because these specific people can provide unique…

Versta Research Post

Genetics Affect Whether You Take Surveys

Despite having been on the front lines of social research for twenty five years, interviewing respondents personally and eliciting data through surveys, I still feel somewhat surprised and disbelieving that people really want to participate in research.  But they do.  Sometimes eagerly.  Almost always truthfully.  Surely, my surprise stems from my own reluctance to fill…

Versta Research Post

Social Media and Customer Satisfaction Research

This past Monday I moderated a panel of thought leaders in market research to ponder the question: “How Will Social Media Change Customer Satisfaction and Loyalty Research?” The event was sponsored by the American Marketing Association, and included participants from GfK, Maritz, MARC, SAS, Market Tools, and Versta Research. One of the fascinating insights to…

Versta Research Post

How to Conduct a Telephone Survey for Gold Standard Research

Telephone surveys are still considered the gold standard for rigorous public opinion polling and market research.  The reason is that virtually every household in the U.S. can be reached by telephone, and therefore we have careful methods of determining the probability that any individual person is included in a sample to be surveyed.  Knowing this…

Versta Research Post

Top Trends of the Decade: Looking Back

As an industry driven by data and information, market research and public opinion polling has seen dramatic changes in the last ten years and will no doubt change quickly and in big ways during the next ten. Looking back, here are what we consider to be the five biggest changes that shaped current challenges faced…