Versta Research Newsletter

Dear Reader,

There are two critical elements to top notch research.

First, it has to be right, which means focusing on the rigors of research design, data collection, and statistical analysis. Second, it has to be heard, understood, and used, and in our view that means turning data into stories. In this newsletter we focus on what it means to turn data into stories, and we outline what you gain by doing so.

Other items of interest include:

If your research feels like just a bunch of data, reading a little Mark Twain might be just what you need. So please read on.


The Versta Team

Turning Data into Stories


This story has been revised and fully updated.

Please see the Versta Research July 2019 Newsletter, Turning Data Into Stories.

Recent Items on the Versta Blog

Here are several recent posts from the Versta Research Blog. Click on any headline to read more.

Making sense of statistics, from the NYT Book Review

Editors of the NYT Book Review remind us that statistics are essential in understanding the world, but always a challenge to communicate them in helpful ways.

PR execs highlight need for research and stories

Five of Chicago’s top PR executives outlined trends in the industry that highlighted the ongoing need for solid research that turns data into stories.

There are too many surveys

Companies who do too many surveys because it is cheap and easy teach customers to ignore them and they do not get insight. Here are guidelines to avoid this.

Two ways to find data for a PR story

Journalists like news stories based on credible research and data. Two ways to get data for a PR news story are mining data or doing a survey.

Visualizing data: Six hints on using a pie chart

The key to effectively visualizing data is to start with the basics. Here are six tips to using a pie chart when you want to tell a story with your data.

When to use survey monkey

Survey Monkey is a basic tool that is useful if you have extremely simple needs, like asking just two questions. Other options are best for advanced needs.

About omnibus surveys

Omnibus surveys used to save money by sharing data collection with others. But with recent changes in the industry you can get better value in other ways.

A better way to get census data

Here is how you can get and use detailed, individual-level U.S. Census data for customized analysis and reporting.

Focus on solutions in PR surveys

In crafting a PR survey it is critical to document both problems and solutions. Here is an example of what to avoid, and some tips to focus on solutions.