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.

Versta Research Post

60 Million Surveys Is Too Many

How big of a sample size do you really need? A recent article in the New York Times cited the following statistics: A small Voice of the Customer (VoC) research company called Mindshare Technologies collects satisfaction data from 175,000 respondents every day. That’s 60 million in a year. ForeSee, a small customer experience analytics firm…

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Versta Research Post

Five Classes to Make You Smarter

Summer provides an ideal opportunity to learn from our research colleagues in the academic worlds.   Many of them offer short, intensive “summer camp” training that is relevant and practical for market researchers.  You get training that is far more rigorous and comprehensive than courses offered by “training institutes” and other commercial providers. Here are our…

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Versta Research Post

Bad Charts and Good Charts for Kony 2012

We came across this chart from Invisible Children, the group that produced the Kony 2012 video.  It shows the organization’s expenditures by category.  It is a poorly designed chart for three reasons: 1.  The pieces of the doughnut are not correctly proportional.  For some reason, the arc widths were compressed for some categories (like Media…

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Versta Research Post

Your Customers DO Care about the Numbers

Coincidentally in the same week that Versta Research published its winter newsletter on Turning Data into Stories: A How-To Guide, last week’s AMA event in Chicago was a market research panel focused on telling stories with data.  The presentations were solid, with lots of helpful ideas.  But there was also a misguided idea working its…

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Versta Research Post

7 Steps to Turning Data into Stories

If you want to write a great research report, do not write about the data, and do not write about the research itself.  Write about what the data prove, because that is what your clients and managers really care about. Versta Research has just published its How-To Guide on Turning Data into Stories.   It outlines…

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Versta Research Post

Bon Appétit’s Big Lie Survey

I received this e-mail invitation because I subscribe to Bon Appétit: Important survey from Bon Appétit – We need your help to get 100% participation. At Bon Appétit, we really care what you think. That’s why, as Vice President & Publisher of Bon Appétit, I’m personally asking for your help with this online survey. As…

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Versta Research Post

Newsrooms Flooded with Silly Surveys

Journalists and newsrooms are inundated with ever more data, information, and press releases that highlight survey findings in hopes of grabbing reporters’ and readers’ interest.  While many surveys are poorly done and grossly self-serving, findings from other research surveys continue to generate newsworthy stories. Consider this view recently expressed by a business columnist at the…

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Versta Research Post

Rules of Thumb for Survey Length

It is hard to resist the temptation of asking “just one more question” when you’ve got an engaged respondent answering your survey questions online or on the phone.  But it is crucial to do so because plenty of research shows that longer surveys result in bad data.  Survey respondents may be willing to answer just…

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Versta Research Post

Do You Have a “Metrics” Fetish?

If there is a downside to the success of research in helping organizations make smarter decisions, it is the belief among some business colleagues that research is needed all the time, everywhere, and for everything.  It is manifest in an obsessive focus on dashboards, KPIs, analytics, customer satisfaction surveys, pop-up website surveys, net promoter scores,…

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