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,…

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…

Good Research Has Insights Baked In

Good Research Has Insights Baked In

Here’s a sobering question for professionals who work in the “insights” industry: How much of your market research really offers insight? Not just validating data, or routine measurements, or pro forma tracking. Not just percentages of “how many said what” in a customized study. By true insight we mean: a direct answer to a deeply…

Amazon MTurk

Using MTurk for Market Research

A surprising trend among our academic colleagues in marketing, psychology, and the social and behavioral sciences, is that they are crowdsourcing respondents for research studies from Mechanical Turk (MTurk). I am still overcoming my own resistance to the idea, as it rubs against Versta Research’s obsessive focus on data quality. Online sampling absolutely can and…

Pollsters Disagree on Best Sampling Methods

Pollsters Disagree on Best Sampling Methods

The last presidential election was a stunning win for online polls and a drubbing defeat for telephone polls. It provoked a loud and contentious debate among survey methodologists about the accuracy of polls and about how (and whether) to revise our methods. So here we are again, four years later with technology having moved faster…