Versta Research Post

Dilbert’s Boss: Focus Groups Are Not Reliable

The pointy-hair boss has a point here, even though he does not realize it. From a research perspective, focus groups should provide rich, new, and surprising depths of insight, not necessarily “reliable” data. In fact, that’s why we typically suggest doing multiple focus groups, in different locations, with different types of participants. We want each…

What You Lose with Online Concept Tests

What You Lose with Online Concept Tests

Most companies test new product or service ideas with concept tests to evaluate market interest and to refine their ideas. Most of these (like most surveys, nowadays) are conducted online, which offers speed and cost efficiency. But there is a downside. While people are quite adept at reviewing ideas and answering questions in online formats,…

Getting Your Ad to Light Up My Brain

Getting Your Ad to Light Up My Brain

Having just returned from giving a presentation at the Advertising Research Foundation’s annual conference, Re:Think 2015, I learned that ARF’s “Ground Truth #2” is that brands are built in the brain.  As such, the ARF has invested a good deal of time and money over the last decade exploring ways that neuroscience can be applied…

Versta Research Post

Got Too Many Elephants in Your Focus Group?

By elephants, we mean Republicans.  Or maybe you have too many Democrats.  Maybe it keeps going back and forth, which is the problem that Gallup sometimes has.  In the spirit of learning all we can from election season polling, this week we focus on whom to include (or exclude) in your research, analysis, and market…