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.

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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Forget the Math — For Good Sampling You Need Equality, Inclusion, and Representation.

Forget the Math — For Good Sampling You Need Equality, Inclusion, and Representation

In basic stats class, all of us learned about the importance of random sampling. It provides the foundation for the iron-clad mathematics of estimation, statistical significance, and margins of error. But the problem in social science, market research, and opinion polling is that random sampling (sometimes referred to as probability sampling) almost never exists. So…

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How to Trap Survey Trolls: Ask Them for a Story

How to Trap Survey Trolls: Ask Them for a Story

Telling stories is a natural human behavior, but also highly complex and difficult to imitate or automate. This means that, happily, trolls can’t tell stories. And asking survey respondents for an extremely brief story (even just a few words) about their experience related to a survey topic can help you differentiate real respondents from fake…

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