Versta Research Post

Big Question for Big Data: Does It Work?

The New York Times Magazine ran a feature article in June implying that big data and quantitative algorithms are the secret of how Obama won the election.  The young, technologically-savvy “Obama-wonks” who toiled in “the cave” writing thousands of lines of computer code, took advantage of huge repositories of data from the likes of Facebook…

Versta Research Post

Seeing Red, Consumers Pay More (or Less)

“Mere color, unspoiled by meaning, and unallied with definite form, can speak to the soul in a thousand different ways,” wrote Oscar Wilde in The Critic as Artist. That’s just the problem for market research and consumer behavior.  Few design aspects of products, packages, brands, logos, advertising, and environments are more subjective than color.  Which…