How Should We Be Segmenting Our Audiences in Research?

 Often my clients are worried that a few “rogue actors” who are unhappy with the company’s service or simply racing through the survey to get to the incentive are going to torpedo the reliability of the research results. Can this actually happen? You bet! Can you avoid that happening to your data? You bet!…

Your goal with research shouldn’t be to confirm you’re right — it should be to prove yourself wrong. Thanks to Edison Research VP Tom Webster for inspiring this one.

There are four things I’d like you to think about when you’re organizing your questions for a survey.

 Even if you’re not very familiar with research, you’ve heard the terms “quantitative” and “qualitative”. What’s the real difference? These terms refer to types of data — not necessarily to research approaches. Quantitative results are those you can count, that you can tabulate. These are either numbers you can work with mathematically or text…