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. …

Versta Research Post

An Interactive Graph for Choosing Sample Size

A good chart is the best way to understand the law of diminishing returns when it comes to sample size.  So for our June 2011 newsletter we built an interactive graph for choosing sample size.  It’s cool, educational, and useful.  Moreover, it will show you just how mind boggling the numbers behind sampling can be. …

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

Bad Decisions with Better Graphics

Does data displayed in charts and graphs, rather than tables, lead to better decisions?  Not according to the latest research reported in this month’s Journal of Marketing Research. The authors looked at various types of biases that creep into business managers’ decisions when based on data presented to them.  They did this by conducting experiments…

Versta Research Post

How to Select the Type of Chart to Use

Data visualization will likely be one the biggest areas of innovation and development over the next several years.  This is a good.  A chart that clearly and succinctly displays detailed data in a way that captures the viewer’s attention and helps interpret the data can be incredibly powerful.  Edward Tufte, a pioneer in this area,…