Versta Research Blog

Versta Research Blog

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Versta Research is a marketing research and public opinion polling firm that helps you answer critical questions with customized research and analytical expertise.

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Versta Research Blog

Explore industry trends, research methods, and tips for your own research projects in the Versta Research Blog. All opinions are our own, and some may change over time.

First time reader? Check out the Best of the Blog for the most popular posts from almost 10 years of blogging. We’re glad you’re here.

Focus on Solutions in PR Surveys

Focus on Solutions in PR Surveys

A public relations client early in my career gave this assessment of my work:  “Joe is strong at highlighting problems, but what I really care about is solutions.”  That was many years ago, after I left university teaching and started doing client work full time.  Her words have stayed with me and deeply shaped the…

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Slow Down! Your Survey’s Too Fast.

Slow Down! Your Survey’s Too Fast.

It is possible now to get thousands of responses to a survey overnight so that you can turn around research results as quickly as your managers and clients want. Would you trust the findings? I hope not. Suppose you want a general population survey that truly represents all U.S. adults. You will need to ensure…

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How to Ask Race & Ethnicity on a Survey

How to Ask Race & Ethnicity on a Survey

If demographic benchmarks and trends are essential to your business and the research you conduct (things like age, gender, race, ethnicity, and region) then our just-published 2020 Spring Newsletter has information you absolutely need to know. The U.S. Census Bureau continues to change how it collects and classifies demographic data. Right now the Bureau is…

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Why You Should Be Using Conjoint Analysis

Why You Should Be Using Conjoint Analysis

If you crave a deep understanding of why your customers choose one product, concept, or message over another, you might be thinking that deep-dive qualitative research is best. Possibly it is, but you should also be considering a research method at the opposite end of the spectrum: conjoint analysis. Conjoint analysis is one of the…

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Why You Should Avoid Numeric Response Scales in Surveys

Why You Should Avoid Numeric Response Scales in Surveys — They Seem Scientific, but They Are Actually Ambiguous and Difficult to Report

If you read our article a few weeks ago about COVID-19, there were probably several statistics we cited that you (or maybe a colleague) misinterpreted. That’s because instead of reporting the percentage of respondents who did or said something, we reported the mean of all survey respondents’ answers to a numeric scale. We had no…

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