Versta Research Post

Sampling for Concept Testing and Innovation

Many assume that rigorous market research always works with random samples or probability samples.  This assumption is not true.  There are many studies that require purposive sampling instead.  Purposive sampling involves finding people with specific characteristics or qualities, even if they do not fully represent the whole population, because these specific people can provide unique…

Versta Research Post

Genetics Affect Whether You Take Surveys

Despite having been on the front lines of social research for twenty five years, interviewing respondents personally and eliciting data through surveys, I still feel somewhat surprised and disbelieving that people really want to participate in research.  But they do.  Sometimes eagerly.  Almost always truthfully.  Surely, my surprise stems from my own reluctance to fill…