Versta Research Post

Better Charts for MaxDiff Data

The New York Times is one of the few organizations trying to push our industry further in developing better data presentation and visualization techniques.  Sometimes they do a good job, introducing rich, informative, engaging, and interactive charts that would make even Edward Tufte, the contemporary pioneer in data visualization, proud.  Sometimes they do a not-so-good…

A Path to Better Research with Geo-Maps

A Path to Better Research with Geo-Maps

Given how common mapping capabilities have become via the Internet and smartphones, it is surprising that we don’t see more geographic mapping in market research.  Researchers nearly always look at customer demographics, and a key component of a person’s demographic profile is where he or she lives.  This data is far more compelling if you…

Versta Research Post

Three Mistakes to Avoid on Data Charts

Turning data into stories involves not just words, but pictures as well.  In the world of quantitative market research, that usually means charts, graphs, and tables.  Moreover, just like poorly written sentences that often complicate rather than clarify data, charts and graphs in market research too often suffer from “chartjunk,” as Edward Tufte calls it. …