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

The Myth of Too Many Choices

Ever since the well-publicized “jam” experiments published ten years ago, product managers have been cautious about assuming that more choices generate higher sales.  The investigators of the research found that more consumers purchased a jar of jam if the sampling table offered six varieties instead of 24.  And there has been a healthy literature and…

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Versta Research Post

Reasons to Avoid Grid-Format Questions

Among the many sources of potential error that can affect surveys are respondents themselves.  They sometimes misinterpret questions, respond in socially acceptable ways, or give “easy” answers in hopes that a more interesting question is just around the corner. This is not to say they are bad or fraudulent respondents.  Research shows that the vast…

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Versta Research Post

How to Find Gold in Your Data Mine

I’ve always been intrigued by the promises of data mining because it offers such a magical solution to much of what we do in market research.  If only we had a tool or technology that would discover hidden patterns and insights in our data.  We would not have to think so hard, or work so…

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Versta Research Post

What People Think of Surveys

One resource that we give far too little thought in market research are the people who offer their time and thoughts about the stuff we are researching.  They are truly the lifeblood of market research. An article in the spring 2011 issue of Public Opinion Quarterly looks at trends over the last thirty years in…

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Versta Research Post

Overcoming Your Math Curse

Learning the math behind market research is not easy because there is no programmatic way to master it as a body of learning.  It is not like algebra, geometry, calculus, or statistics in high school or college.  It is complex and multifaceted and draws upon nearly every area of theoretical mathematics, but it must be…

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Versta Research Post

When to Use Paper Surveys

One might think that with evolving technologies, the old-fashioned ways of doing research, like using paper and pencil, might disappear.  But it turns out that paper surveys are not dead, and here is a nice example that dramatically illustrates their value. As newly-appointed director of market research for the American Marketing Association in Chicago, I…

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Versta Research Post

How to Measure the Un-Measurable

Yesterday nearly one hundred marketers and researchers met in Chicago to talk about new directions in marketing research.  Our topic:  Measuring the Un-Measurable.  The event was organized by the AMA’s market research group in Chicago, headed by Joe Hopper, president of Versta Research.  The event brought together professionals from companies such as Cargill, Allstate, US…

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Versta Research Post

Can a Focus Group Save Spider-Man?

After spending $65 million and previewing the show over sixty times since the end of last year, the producers of the new Spider-Man musical in New York are turning to focus groups and surveys in hopes that market research can do something…anything…to save the amazing Spider-Man from destruction. Last week, theater critics roundly panned the…

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