Versta Research Post

Advice for PR Surveys: Avoid Numeric Scales

As much as we love numbers, we find ourselves often advising clients against using numeric scales in their surveys.  A numeric scale is any response format that asks people to give a number within a certain range to indicate the strength of their feeling or opinion.  The insanely popular survey question used to calculate Net…

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…

Versta Research Post

Cross Cultural Survey Guidelines

We are currently engaged in a research project for a client in South Korea, so issues of cross-cultural communication are top-of-mind for us right now.  Whether we rely on translations, or whether we speak the same language as our clients and respondents, it is important for researchers to understand differences in how people think and…