Versta Research Blog

Versta Research Blog

About Versta

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

Explore Versta

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.

Versta Research Post

Why Vendors Have to Do Everything Twice

Or maybe we should say: why vendors SHOULD do everything twice BEFORE their work hits your desk and you send it back because you found errors. When it comes to something as complex and exacting as market research or public opinion polling, there are almost certainly mistakes the first time around. If a company does…

Read the rest of this entry
Versta Research Post

Two Examples of Animated Data Visualization

As market researchers pay more and more attention to the need for compelling data visualizations, Hans Rosling’s work with interactive data is becoming a catalyst for a fascinating new type of data visualization: animated statistical graphs.  He uses them to show world social and economic trends over time, and the effect is exceptionally powerful.  Here…

Read the rest of this entry
Versta Research Post

Social Media Not Rocking Research So Far

A few years back, some researchers were predicting that social media would cause a seismic shift in how we conduct brand research, customer satisfaction tracking, innovation research, and so on.  Others were not so sure, arguing that the fundamentals of data collection and analysis will always be the same.  Both sides were represented on a…

Read the rest of this entry
Versta Research Post

Respondents Jump to Conclusions

If you have ever been called to participate in a phone survey, you probably know the routine where you hear a question and then jump in with an answer.  A good interviewer will remind you that she needs to read the entire question and all the answer options just to be sure that you offered…

Read the rest of this entry
Versta Research Post

The Next Generation Wants to Ask You…

I rarely miss the world of academia after having jumped ship twelve years ago, but one thing I always appreciated was that teaching involved distilling ideas down to their simplest and most essential form.  Students often led the way for me, asking questions that forced me to clarify, deepen, and condense.  So it was again…

Read the rest of this entry
Versta Research Post

Telling Clients What They Want to Hear

It’s our job to deliver bad news as well as good news, right?  To tell clients what they’re doing wrong so they can fix their problems and leap to the next level of profitability, right?  Why would they spend money collecting data if they just wanted to hear how much customers love them?  In fact,…

Read the rest of this entry
Versta Research Post

The Creepy Factor with Google Surveys

It is hard to find an appropriate use for Google Surveys, because, as we outlined in a review article last fall, its capabilities are limited.  But last week we needed a quick incidence test of how many U.S. adults own a certain type of investment product.  Google Surveys seemed perfect.  It was not fast, by…

Read the rest of this entry
Versta Research Post

Research Could Have Spared J. C. Penney

We’re all for ditching research when you have strong intuitions about your business and have no pressing questions that need to be answered.  But too many business leaders are now following in the footsteps of Steve Jobs who was notorious for believing that consumers can’t tell you what they want. Aggressively ignoring market research has…

Read the rest of this entry
Tell Me What I’m Doing Wrong

Tell Me What I’m Doing Wrong

If you have ever done “clicker training” with a dog, you know how amazingly effective positive rewards are in training, versus the old-fashioned method of “correction” and negative feedback.  Identify and reward the behavior you want, and you can teach an old dog new tricks within hours.  It works for people too, which is why…

Read the rest of this entry
Versta Research Post

Why You Don’t Need Big Data

Some business managers and marketing executives mistakenly believe that “big data” will deliver better insight because of the sheer volume of data now at our disposal. Now we just need the statisticians, the computing power, and the analytics software to sift through it all, right? Not so. The truth is, for most purposes you don’t…

Read the rest of this entry