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.

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Statistically Significant Sample Sizes

Statistically Significant Sample Sizes

There are no magic numbers for sample size. There is no such thing as a statistically significant sample. Unfortunately, those two words—statistically significant—are bandied about with such abandon that they are quickly losing their meaning. Even people who should know better (the data wonks at Google Surveys should know better, right?) are saying ridiculous things…

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Data Geniuses Who Predict the Past

Data Geniuses Who Predict the Past

If there is one thing I hope you remember from your college statistics class, it’s this: Correlation does not imply causation. This is especially important to remember in our world of big data. Any large dataset will have hundreds of thousands of correlations, but most of those correlations will reflect purely random occurrences that mean…

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Dump the Hot Trends for These 7 Workshops

Dump the Hot Trends for These 7 Workshops

If you are a market research professional, I urge you to look for continuing education beyond the MR industry groups such as the Insights Association, Quirk’s, etc. and instead look to a more academic organization like AAPOR, the American Association for Public Opinion Research. Yes, their conferences will be the most boring you ever attend.…

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Use This Clever Question to Validate Your Data

At first I thought this was the dumbest survey question ever. Why ask people what device they are using to take the survey, when you know from the platform meta-data what device they are using? Yes, even lame self-service survey platforms can (and should be) capturing information about device, operating system, IP address, start time,…

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When People Take Surveys on Smartphones

When People Take Surveys on Smartphones

It amazes me that so many marketing research surveys are not responsive and optimized for mobile devices. I understand why they are not optimized, as decent mobile surveys are hard to design, and no, all the junk platforms that tout mobile optimization are not good options. But if you’re hiring a research or consulting firm,…

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The One Poll That Got It Wrong

The One Poll That Got It Wrong

It was so weird, right after the election, to see a media frenzy heaping praise and attention on the one poll that got it wrong. The USC/LA Times poll predicted a Trump win, with 47% of voters choosing Trump and 44% choosing Clinton. Right after the election, media headlines trumpeted its success: “How One Pollster…

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Manipulative CX Surveys

Manipulative CX Surveys

It bugs me that companies would use customer feedback surveys not for information or learning, but to manipulate customers into buying from them again. On the other hand, how many companies inundate us with those zillions of customer satisfaction surveys because they truly care about learning? What they really care about are their “metrics,” their…

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