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,…

High Response Rates Hurt Data Quality

High Response Rates Hurt Data Quality

An irony of survey researchers’ obsession with high response rates is that higher response rates often hurt data quality.  How can that be?  It happens because aggressive recruiting boosts the participation of people who provide less reliable information.  Two academic articles published in a special issue of Public Opinion Quarterly on “total survey error” nicely…

Versta Research Post

Do You Have a “Metrics” Fetish?

If there is a downside to the success of research in helping organizations make smarter decisions, it is the belief among some business colleagues that research is needed all the time, everywhere, and for everything.  It is manifest in an obsessive focus on dashboards, KPIs, analytics, customer satisfaction surveys, pop-up website surveys, net promoter scores,…