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…

Versta Research Post

Research Should Focus on Your Customers, Not on Your Products

An article in the most recent issue of the Harvard Business Review (“Rethinking Marketing”) argues that marketing is shifting from being product-centric to being customer-centric.  The old method was to develop a portfolio of products, build a team around each product, find the customers who need that product and market it to them.  The emerging…