Do market researchers over-rely on sample size as proof of survey data quality? Do we under-invest in other data quality contributors, such as instrument design and scale validity? In this conversation, Kathryn and special guest Ken Faro discuss current thinking on survey research data quality. One key topic: the use of
New market research methods are great—but I also still value the tried and true. Survey research, for one, is still very important (especially for populations and research goals that can’t be well-served by transactional data, 3rd party data, etc.). And luckily, we have more information (research on research) than ever
Rampant in the market research and insights world for a few years now: widespread misuse of a trendy piece of research lingo. And recently, I notice this misuse is getting even worse. This is not a trivial issue; I think we would all agree that as a profession, we should
As a Market Research & Insights professional, you likely have clients. They may be internal, or external—but if you design and execute projects, your work is likely funded by some kind of client. For many researchers, the client’s job role may be in insights—say, the Insights Manager at a footwear
A fundamental skill for all market research & insights professionals is the ability to develop and document hypotheses. We are in a field that seeks to help clients objectively understand customer attitudes and behaviors. This type of exploration requires precise thinking in order to select the right methods. And the
Question: With all the investment in big data and analytics, what is happening with qualitative research demand? Answer: An interest in deep-dive qual. Data-centric organizations are still embracing qual, but when they do it, they want it to be rigorous, to really go past the surface. And that often means