Here’s One Jargony Business Consultant Word We Actually Like
The word “material” points to a useful concept, and provides a welcome corrective to an obsessive and misguided focus on statistical significance.
Personas Are Fake Customers. Here’s Where They Come From and Why They Are So Useful.
Personas are fictional representations of customer types, but they reflect the demographics, behaviors, goals, and motivations of people derived from real data.
How to Measure Brand Authenticity
This article outlines the six measurable dimensions of brand authenticity — established in academic research — that you should include in any survey of brand authenticity.
What Do Gen Z Marketing Students Think of Research?
Imagine a class of undergraduate students in business marketing taking their first—maybe their only—marketing research class. What is the toughest part of research for them? After one lecture and an assignment, we asked them, and nobody said math or statistics. We’ve just published the Versta Research Summer Newsletter and our feature article, What Do Gen…
How to Fix a McKinsey Survey: 10 Best Practices They Should Have Followed
Last week we showed you a survey that might convince you to think twice about hiring a super high-end consulting firm for your survey research and insights. Fancy business consultants may know a lot about business, but they know little about gathering good data to answer their business questions. So this week, instead of focusing…
This is What a McKinsey Survey Looks Like
Ever wonder what you get if you hire a fancy schmancy consulting firm for your survey research and marketing insights, instead of Versta Research? Every once in a while we have a potential client who insists: “Give us IBM! Nobody ever got fired for buying IBM.” I got a view into what those surveys look…
Over 100 Million Americans Uncounted in Current Census
As of today, more than one-third of Americans are unaccounted for in the 2020 decennial U.S. Census. If they remain uncounted, we will not know who they are (their demographics) and where they live. The data your business relies on to understand U.S. consumers and your customer base is at risk. Even worse, the foundations…
How to Use Surveys for Thought Leadership on a Shoestring Budget
If you need super-fast, super-cheap (but rigorous) research insights for thought leadership content, the just-published Versta Research Summer Newsletter is for you. It features an article, How to Use Surveys for Thought Leadership on a Shoestring Budget, that describes (in a video!) a new DIY process we used to launch ten extremely fast snapshot surveys…
The Quirk’s Deck
Thank you for your interest in our July 16, 2020 presentation at the Quirk’s Event! Here is the deck we used for that presentation. Feel free to download and circulate. Soon, we will have a full video of the presentation available, as well. It will be part of the Summer 2020 Versta Research Newsletter. If…
Why Your CEO Loves NPS: It Is Never Audited, and It Never Declines
Market research has made it all the way to the top! It has a seat at the c-suite table just as marketing and research champions have hoped for all these years. According to a recent analysis by The Wall Street Journal, a large number of CEOs now track their company’s Net Promoter Score (NPS) obsessively,…