Does Starting with a Story Bias Your Findings?

Does Starting with a Story Bias Your Findings?

Two audience members at our LIMRA talk (see Public Studies: Advice for the PR Team and Advice for the Research Team) asked questions about biased research findings. Doesn’t starting with the research story and writing dream headlines lead you down a path of finding or confirming what your internal client wants to hear? I suppose…

How to Keep Innovating Your Research Methods

How to Keep Innovating Your Research Methods

If you ever have trouble separating all the hype of new methods and technology from the reality of whether those methods work, turn to the sober and decidedly non-hyped world of academic research.  Some of the smartest people in the world build their careers by pursuing scientific research about research methods.  They publish their results…

Versta Research Post

Research Good Enough for Judicial Review

I recently came across this strange big book, the Reference Manual on Scientific Evidence, compiled by the Federal Judicial Center and the National Research Council.  It’s not fun reading, but it provides an enormously useful and fascinating overview of what makes social and marketing research (and other kinds of scientific research, too) sufficiently rigorous to…

Versta Research Post

13 Suspects: The Verdicts on Gallup’s Gaffes

Even if you don’t care about political polling, or the fact that Gallup consistently overestimates support for Republican candidates, it is worth paying attention to how Gallup is trying to fix its problems with surveys and polling. They are not happy with how poorly their polls have fared (who would be?), and they have teams…

Versta Research Post

Simple Steps to Actionable Insights

A pet-peeve of mine is that many (way too many) market research professionals talk about “actionable insights” and I almost never know what they are talking about.  I suspect most of them don’t either.  The more our clients complain that research reports are sitting on shelves collecting dust, the louder every research firm starts proclaiming…