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.

Two-Point Scales Have the Highest Reliability

Two-Point Scales Have the Highest Reliability

If you want the most valid and reliable measures you can get, forget about NPS and other 11-point scales that so many companies use as their primary measure of customer satisfaction these days. It turns out that 2-point scales (yes vs. no, satisfied vs. dissatisfied, etc.) are far more reliable measures for gauging consumer attitudes.…

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Do Not Send Blind Survey Invitations

Do Not Send Blind Survey Invitations

When college students get all worked up about inappropriate uses of email for campus electioneering, it is worth paying attention. Why? Because they are the next generation of consumers (and business decision makers) who will get our requests to participate in surveys. If we do it wrong, they will hit back, and they will be…

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How Bad Are We? (Survey Invite Review #1)

How Bad Are We? (Survey Invite Review #1)

I received survey invitations from three different companies over the last three weeks. Each takes a starkly different approach to wooing participation. One of them I admire; the other two offend me. The invitations brought to mind two feature-length articles we wrote for our newsletter subscribers in 2017: Building a Better Customer Satisfaction Survey and…

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Getting to Yes When Response Rates Plummet

Getting to Yes When Response Rates Plummet

I used to think that when potential research respondents said no they’re not interested in participating in our survey, they really meant it, end of story. Then I started working more on the field side where all kinds of different data collection was happening all the time. Seeing recruitment and data collection up close amazed…

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How to Measure Shopper Strategies

How to Measure Shopper Strategies

A feature story on the Versta Research website is about mapping shopper segments onto buyer segments. That story may have had you asking how we measured and defined those segments in the first place. The answer: by devising careful and nuanced survey questions to capture what our qualitative research partners learned about how consumers assess,…

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How to Fix Your Education Bias in Surveys

How many people do you think are college-educated in the United States? If you’re like most clients we work for (whose family members, friends and co-workers nearly all have college degrees) you will substantially over-estimate that number. The answer is a mere 29%. If you include associate’s degrees, then it goes up to 37%. These…

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