There Are No Right Answers In Research
Don’t create research to tell you “That”. Create research to tell you “If”.
Many marketers don’t really think about the difference between data, insight and HELPFUL insight when strategizing research work. And it’s absolutely CRUCIAL when it comes to getting the ROI out of market research. Data are just numbers or text. How many clicks? How many views? What’s an individual’s gender or age? What’s an organization’s revenue…
There are four things I’d like you to think about when you’re organizing your questions for a survey.
Likert scales are a very common tool in survey research. But there are specific things you need to consider when setting them up. The first is BALANCE. Likert scales need to have the same number of options on either side of the neutral point. The second is LENGTH. While scales with more response options…
I bet you can identify 12 topics for thought leadership content from research you’ve done. If you can’t, plan better in your next research project.
In this video I share one of my favorite resources for people who are building, reviewing or interpreting survey research – a little book by Amy Pettit called “People Aren’t Robots”.