Math for Journalists

Math for Journalists

Communicating statistics is sometimes harder than doing statistics. While statistics is all about formulas and logic and precision, words and sentences are all about communicating layers of meaning that are often ambiguous and nuanced. For this reason we often recommend a quick, online refresher course called “Math for Journalists” for our PR, marketing, and journalism…

Versta Research Post

Pigeons Beat People on Probability Problems

The hardest part of quantitative market research is not that it involves numbers, math, or even statistics, but that it involves complex problems in probability. Over the past several years, psychologists have been documenting how difficult it is for us humans to solve even “simple” probability problems.  One fascinating example is a puzzle known as…

Versta Research Post

The ABC’s of CBC: Understanding Conjoint for Market Research

Our March 2011 newsletter focuses on conjoint research, which we consider to be one of the most clever and powerful techniques of survey research.  Why?  Because it allows us to build working models of decision-making. Conjoint works by presenting people with scenarios that are more like the real-life trade-offs they always make.  For example, instead…

Versta Research Post

The Magic Numbers . . . . Reappear!

Last quarter we wrote about Magic Numbers in Market Research—those arbitrary rules of thumb and cut-off points we use when quoting things like minimum samples sizes or how many people to include in a focus group.  Presto!  Like magic, the issue appeared in the New York Times a few weeks ago, this time related to…