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…

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…

CASRO+MRA = Bland Insights

CASRO+MRA = Bland Insights

Reflecting a shift in how applied research is being organized and used in businesses today, 2017 marks the end of two important market research industry groups, and the beginning of a new one. Gone is the Council of American Survey Research Organizations (CASRO) founded 37 years ago. Gone is the Marketing Research Association (MRA) founded…

Google Surveys Stumbles with Sneak Peek Mess

Google Surveys Stumbles with Sneak Peek Mess

Sometimes data visualization is too compelling for it’s own good. People are impressed by the beautiful design, and they look right past the utter nonsense being presented. This is “beautifully” illustrated by Google’s rollout of the first of many new features of their survey tool. Here’s the email they sent: We’re excited to announce that…