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…

PR Studies: Advice for the Research Team

PR Studies: Advice for the Research Team

Research for PR is definitely not “research lite” as my former boss used to think. It is the opposite, and requires more attention to rigor than strategic research. Why? Because no other research gets such intense scrutiny from people outside our firm and from audiences beyond our clients. It can’t be “directional.” It has to…

Defending Your Statistics in Court

Defending Your Statistics in Court

There is nothing worse than presenting research findings to an audience predisposed to hate it. Maybe you’ve had that experience of being in a boardroom of hostile managers? They don’t like what you’re about to say, so they pick at every methodological decision, shifting focus away from the story that the data have to tell.…