How to succeed in market research without really trying #MRX

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Best practices in Market Research/Consumer & Shopper Insights Kamal Sharma, Hershey Canada and Susan Innes, BMO Financial Group #MRIA15 #MRX

MRIA15,MRIA2015Live blogged from the 2015 MRIA National Conference in Toronto. Any errors or bad jokes are my own.

Best practices in Market Research/Consumer & Shopper Insights
Kamal Sharma, Hershey Canada and Susan Innes, BMO Financial Group

  • Have you ever felt that you could get better insights if…. :)
  • Client side researchers need to ask questions up front before reaching out to a supplier
  • KAMAL SHARMAQuestions to help with transparency – WHY are you doing the resaerch, HOW will the research be used, WHAT business decisions will be made, WHO do you want to speak to, WHERE do you want to do the research, WHEN do you need this information, HOW MUCH are you willing to spend
  • Budget sometimes dictates what research gets done
  • Is management using this or lower level employees? Is it strategy or tactics or product?
  • Put your specific requirements in the RFP – e.g., do you want daily updates on recruitment efforts
  • If you know someone hates pie charts or loves bar charts, then the client needs to tell the vendor. The vendor needs to know the hot buttons, the dreaded words, the current fads, or the project will fail.
  • If incremental costs occur, say so immediately. Have a conversation right away.
  • Decision makers value variety of sources. Only 1 in 5 marketers are familiar with data [that’s really sad]
  • When you lack synthesis skills, decisions can be disputed, performance measures are misleading, opportunities are overlooked. Marketing researchers can help with this.
  • Address conflicting information in research findings – changing sample sizes, different demographics, different questionnaires, timing
  • You need a lean and scaleable data management/integration tool. It should allow you to identify errors.
  • Topic shift…
  • Think about millennials – aged 16 to 34 – compulsive buyers, purchase snacks for instant consumption, choose items based on taste and accessibility and ease of rationing, brand loyal; they want to support causes – Toms 1 for 1 shoes

  • Prefer fresh organic food and prepared to pay a premium
  • Millennials like a variety of stores, enjoy specialty stores
  • marketing to millennials – word of mouth is important but social media makes it happen a lot more quickly, think of Lay’s chips create your own flavour, market your products from a good for you point of view, nostalgia requires you connect with people on an emotional level, use lots of vibrant colours
  • Topic shift….
  • Client side researchers are looking for answers to questions not 200 pages of descriptive statistics
  • When you go into a meeting, have a one page bullet point of meeting notes. You may not get answers but you ought to ask the questions.
  • Nail the business question up front so the data answers the question being asked.

Twitter Stories and Canadian Tire #MRIA15 #MRX

MRIA15,MRIA2015Live blogged from the 2015 MRIA National Conference in Toronto. Any errors or bad jokes are my own.

Tell Your Stories Here
Luke Stringer, Twitter

  • #DaveCalls – a fun trending twitter hashtag with Patrick Stewart where people started holding anything up to their ear with a serious face
  • Luke StringerDid a study with people around a sports game
    • People are bummed out when you take away their cell phones
    • People in the no cell phone room seemed less connected to others, people like to show each other things
    • greater emotional intensity in the moment for the same moment and the same demographic
  • Commander Hadfield knows how to use Twitter
  • 1 billion tweets every 2 days – more words written on twitter in the next two years than were ever printed in every book
  • 312000 about breakfast every day, 600 000 selfie tweets every day, 22 00 tweets about going drinking in the next 25 minutes
  • Content is predictable, peaks at the same moments every day
  • Four buckets of data in Canada [really? this is how the world works, not just canada]
    • to keep up to date, with stories around the world
    • connect with each other
    • discovery, live search
    • unwind
  • 43% of Canadians say they use twitter to procrastinate
  • Connecting with people – share moments of our lives
  • Partnered with NeuroInsight company, examine how different areas of the brain are firing. Looked at personal relevance and emotional relevance and long term memory encoding. This study showed twitter had the highest response in digital medium. The only thing that could beat twitter was personal mail with a stamp on it.
  • 63% of Canadians follow celebrities on twitter – music, tv, fashion. Numbers change by demographics. Huge opportunities for brands.
  • 55% of Canadians follow brands but half of people say they aren’t a current customer, want to hear about offers and promotions but they also just like the content
  • Got 6 times ROI for every dollar spent on movies on twitter

Kimberly SandersonDesigning for Efficiency
Kimberly Sanderson, RBC

  • Team needs to be simple, central, and consistent
  • Avoid recreating solutions to problems, give yourself more time to work on ad hoc tasks
  • The efficient days of famous people look nothing like what the “perfect day ought to look like”

  • you should get to know your peak energy level, know if you’re a morning or night person
  • stop multi-tasking, write a to-do list, limit your distractions including emails, work in 60 minutes spurts, leverage technology
  • multi-tasking lowers your IQ by 10 points
  • try branding your team at work, even if you aren’t an external product that needs a brand
  • stop activities that don’t add value to your team.
  • don’t hire the same people on your team. hire people who complement, who don’t have the skills you already have. don’t look for duplication in your hires. use folders. archive old files. avoid keeping duplicates. Separate ongoing and completed work. Create backups. If all else fails, have a search function. Don’t save on your hard drive.
  • use a central hub for their reports, templates for everything, every employee has transferable research skills but also specializations

Tested for Life in Canada
Cedric Painvin, Canadian Tire

  • handed out a towel to everyone in the audience. it is designed to stay cold for a couple of hours once you get it wet
  • want to be known for innovation not being an old company, want to be known for quality, want to be known for life in canada better than any other retailer in canada
  • They have a group of people who test products and when these canadians approve of a product, the product gets a sticker on the package
  • Products are picked by the marketing group and the merchants. The analytics team looks for testers in their database. Product is shipped to the person. Sometimes they just say use it, other times they are told to use it the way they normally would. Give 2 to 3 weeks to use the product.
  • Cedric Painvin70 000 people wanted to be a part of their testing team. but all they knew was their name and email address. Started using just an excel sheet but then switched to their own online panel the next year in 2014. Added a gated community in 2015 – like facebook for the most engaged product testers they have – 4000 people here.
  • 15 000 testers, have collected 150 videos from testers, films created by professional media, 1000s of profile variables – every question answer is added to the profiling data, 190 products tested, 20 different product categories. Get feedback in 1 to 2 days. Response rate to screeners is around 60%.
  • Sent a window scraper to their testers who overwhelming found a glitch. The company fixed the glitch and now version 2.0 is in stores.

 

Related articles

Digital and Social Media impact on Research with Twitter, Google, Facebook, Rogers #MRIA15 #MRX

MRIA15,MRIA2015Live blogged from the 2015 MRIA National Conference in Toronto. Any errors or bad jokes are my own.

Panel – Digital and Social Media impact on Research
Twitter/Google/Facebook/Rogers – Sponsored by Ipsos
Gayle Lunn, Ipsos UU

  • Industrial revolution, mass production/consumption which changed the quality of people’s lives, digital now lets us to do things differently and impacts the way we think
  • Luke Stringer from Twitter – startling change joining Twitter – speed of things changing is very fast, challenges the research method. Product is very different today from what it will be in one week or one month. Culture is very collaborative, work spaces are collaborative, completely open concept [booooooooooooooo!] There are tables around so people can meet and talk. Culture of failure is embraced, test and fail fast.  They test every minute change to the product.
  • Alexandra Cohn from Google – Came from ipsos, overwhelming amount of data and knowledge. Like drinking from a firehouse. Acronyms for everything.  What do you need to know and what can you ignore. Speed is overwhelming. Completely different mentally, not asking, the data is behavioural. Fully transparent and collaborative culture, always available to anyone. No one keeps data to themselves.
  • When you join twitter, you give your name and email. They don’t know who you are as an individual.  Why do you use twitter – they don’t know that. You can apply traditional techniques to understand that. You have to ask questions.
  • Not everything can be done in no time. There’s a lot of pressure to do research fast, get answers cheaply.
  • Will google surveys replace traditional surveys?
  • Collecting too much data is a bad things, especially from consumers.
  • Despite all the internal knowledge, they still need to pair internal data collection with elicited data. It’s enrichment of data.
  • Google surveys is only ten questions by design. Partnering with the full service companies is where they get their strength because google isn’t researchers. They provide the data, they are the platform. Still need researchers to interpret the data, researchers know how to ask the good questions. Not just anyone can ask a question.
  • Twitter is a mobile first company. Rich media is limited, on purpose. There is always a place for longer form surveys, rightly or wrongly.
  • Data scientist is a title that has to be earned.
  • A lot of collaboration is behind the scenes, not public, and you can’t talk about it. But there is a lot of collaboration among clients. Collaboration is driven from the outside. Clients can’t operate in silos anymore, they need data from a wide range of people.
  • Digital is held to a higher standard than other media. People expect you can link data but you can’t always do so. You can’t always use JUST data to complete a model. Big expectations that models will drive income.
  • Right now we pay for view but maybe we will eventually pay only if someone follows or only if someone makes a purchase – pay for desired behaviour.
  • Like to append their data to market data to see true ROI. Research explains why one campaign worked and another did not. Which specific type of content drove the result.
  • Just “knowing” something works is not enough. They want and can get precise numbers.
  • What is the value of a Twitter like versus a Facebook like? Need to be able to measure this. Models are wonderful but they don’t matter. Metrics matter.
  • TV ads existed for a long time and we had ways of measuring the outcome, same with print and radio. Twitter has to figure it out for themselves instantly, not over decades.
  • Industry is evolving but not fast enough. Privacy laws are very challenging. Internal struggles between product development and engineers, all have their own internal objectives.
  • Rely on industry to tell them what the cool things are, where the industry is going. Partnered with academics to understand impact of being exposed to twitter versus other media in terms of how brains are reacting. Have and are exploring neuroscience to understand their product.
  • Investing in machine learning and artificial intelligence. If you want to learn the direction of the company, look at who is on their board.
  • How do i read irony in a google search query? 2/3 of top AI people in the world work for google.
  • How can we collaborate more effectively. External partners come with ideas as opposed to we just want to work with you.
  • It doesn’t have to be unique data. We just need to properly marry the data.
  • It’s okay to fail in this safe space, with appropriate checks and balances
  • Sometimes, retweets and shares are the right measure for you. Other times, ROI is the right measure.
  • How do you attribute a click when someone saw six ads along the way and then finally clicked on one.
  • Collaboration can lead to indecision because no ones in charge. Must hold everyone accountable for specific objectives. Make it directly related to reviews.  Course correction is ok. Autonomy is important.
  • Collaboration is not leading my consensus. One person must be responsible for the outcome.

Storytelling: From Insights to Impact by Kristin Luck#MRIA15 #MRX

MRIA15,MRIA2015Live blogged from the 2015 MRIA National Conference in Toronto. Any errors or bad jokes are my own.

220px-Kristin_Luck.jpg (220×146)Keynote – Storytelling: From Insights to Impact
Kristin Luck

  • Two truths and a lie – Did she eat a one pound block of cheese for $20? Lie!
  • Her family surrounded her when she was diagnosed with breast cancer (and her husband left her in the same week). She found her brother furious at her after her surgery. Apparently, he’d just found out she ruined an album of his years ago when they were kids. :)
  • These very personal stories help the audience to establish a connection with her.
  • Selling research is the most painful thing you can do when you are a shy introvert, especially if your first meeting is with P&G.
  • Never ask a yes/no question because it doesn’t allow the conversation to keep going.
    • I heard you went on vacation last week – yes
    • Did you do anything fun – yes
    • What did you do – i went to guitar camp (she knows nothing about guitars)
    • She recalled an episode of the simpsons and suddenly had a great connection with the person

  • Nicknaming makes people more memorable [what’s your nickname for me?]
  • Tell a story that’s memorable
  • You’ve read research on alcoholism. You also know that James Bond drinks a lot. Is there a reason that James Bond likes his martini’s shaken not stirred.
  • Researchers did a CAGE analysis – if you answer yes to at least 2 items, your drinking pattern needs to be reviewed. – James Bond could probably only shake his drink because he was too inhibited to stir it.
    • Cut down on your drinking
    • Do people Annoy you by criticizing your drinking
    • Have you ever felt Guilty about your drinking
    • Have you ever needed an Eye opener drink in the morning
  • The James Bond story is so intriguing you likely won’t forget it
  • It can be hard to find meaning in what you’re doing everyday, it might seem really boring. Testing ten soup cans or 40 movie trailers, there’s just not a lot of meaning there. The same with business strategy.
  • When she joined Decipher, the company was all about WHAT they did. They needed to work towards an aspirational business strategy. Changed the tagline from Survey Reporting to Illuminating Opportunity, and told that story at every chance they got. Increased brand awareness 60% every year, increased social media reach 40%, email open rates 10% higher than industry averages.
  • Don’t discount storytelling for your own business strategy.
  • You need the hook and the link. The hook draws people in, she likes to use personal stories. The link is what connects the story to the purpose, holds the story together – present research results in a unique as in using the James Bond story.
  • Words are how we think, Stories are how we link.
  • 92% of consumers want brands to makes ads feel like a story. Brain processes images 60% faster than words – images are both pictures and stories that you turn into an image in your mind.
  • People only make fundamental changes to their behaviour when they think they are dying. Don’t apply this to marketing research. Don’t let MR die.  Get out of your traditional thinking and simplify your research process.
  • It’s harder to simplify than to make things more complicated. People don’t need fancy stuff – they needs stuff that lasts and works well.
  • Data visualization is way of distilling information down into easy to digest pieces. It’s easier than it looks. There is a lot of technology that enables it.
  • Tableau, Dapressy, Prezi, Infotools – all help with visualization
  • Look at alternative forms of reporting data – many people are already on the hot track to do this so don’t get left behind
  • “But i’m no creative” (said in a whiny voice) – Being an economist could be the most boring job. But freakonomics was written by an economist.

  • Legalized abortion decreased crime rates. The story about boring economics is not boring.
  • Great stories happen to those who tell them. Great things will happen to you if you tell great stories.

 

Best Vue Paper 2014 Winner: John Willis #MRIA15 #MRX

John Willis Vue Best Paper Winner 2014On behalf of the associate editors of vue magazine, Jeff Hecker and Paul Long, I’d like to thank everyone who submitted papers to Vue magazine over the last year. A lot of people feel like they have no voice or no expertise, but I can assure you that you do. And this is evidenced by the contributions of more than fifty authors from around the world, including Canada, USA, UK, Portugal and more, who wrote about face to face research, eye tracking, big data, gamification, storytelling, polling, and more. I encourage each of you to think about the things that make you passionate about market research and to share your personal expertise in our wonderful magazine.

Choosing a winner of the 2014 Best Vue Paper award was difficult but among the three Vue editors, we narrowed fifty articles to ten and then down to just five. Our three final judges included Shane Skillen, Carolyn O’Keefe, and Frank Graves who so kindly volunteered their time to choose the winner. I’m quite happy that this year’s winner is a Canadian and a CMRP, who wrote about how companies like Google and IBM are looking at innovation and market opportunities by paying attention to people who are rarely considered in the marketing research process – people who are disabled. The winning paper, which is available in the December issue of Vue, was awarded to John Willis, CMRP, Founder of John Willis & Associates.

Do read his paper. I’m sure you will agree it offers much to think about.

Congratulations John :)

Scotiabank – Big Data, Small Brains: Making Effective Decisions in a World of Data Overload by Lisa Ritchie, Scotiabank#MRIA15 #MRX

MRIA15,MRIA2015Live blogged from the 2015 MRIA National Conference in Toronto. Any errors or bad jokes are my own.

Scotiabank – Big Data, Small Brains: Making Effective Decisions in a World of Data Overload
Lisa Ritchie, Scotiabank

  • Started department with 2 people many years ago and now there are about 180 people – data warehouse, data support, campaign execution, analytics and insights, brand and communication research
  • Major changes in big data – market research was the core, the catalyst. Companies started getting repositories, more information became relevant. It morphed and became bigger. Reliance on information became bigger.
  • Quant is rational, concise, part of the why; Qual is exploratory of the why, more emotive
  • Big data – is there such a thing as little data, little information? Vendors made this thing sound so much bigger. Technology gives us information at a faster pace.  The notion of big data came from technology vendors.
  • The information was always there, we’re just getting it faster. It is blinding. The big brain comes into play here.
  • Big data is now at your fingertips. You know how many times people have walked into your branch or made a savings deposit or what channel they use to deposit.
  • Were able to understand that their bank wasn’t doing well with young customers.  Had to figure that out – how to attract young customers to a bank, any bank. This information at their fingertips helped. Needed to see that people open an account because their parents opened it, and then they go off to college. Now, it is the best at attracting young people.
  • Canadians are the highest users of loyalty programs.
  • Biggest key to success is going back to basics and creating a structure. Data can give you any answer so research needs discipline.
  • Can you tell a powerful story with big data? It’s different for structured and unstructured data. Piecemeal doesn’t work. Some analytics people are brilliant at the data but can’t tell a story. And vice versa.
  • Secret to integration – need to hypothesis, synthesize, know what you’re looking for. It’s not about looking for one thing
  • Most data has 8 to 10 years of history. You can go back.
  • Don’t lose sight that a project from ten years ago might reveal new insights.
  • The problem is knowing what to do with the big data. Need to learn how to ask questions to use that big data. “Yeah, yeah, yeah, but what I meant was…”
  • Researchers need to be integrators, be proactive. Need to be real consultants. This is where we’re losing business – to people who ARE consultants.
  • Journey will be fast and furious. The googles of the world are using data, and we need to be intuitive as well.
  • She just got an email “Welcome to Metcan” but she’s been a customer for 10 years. They just sent a generic email even though their big data could tell them very different.
  • Learn the skill of synthesizing. Think forward.
  • Suppliers need to work with clients in a tighter relationship. Bring learning from elsewhere. This is what consultants do.
  • It’s not just presentations. It’s communicating and interpreting and suppliers can help do this.
  • She says her success has been luck [You make your own luck!]
  • 330 terabytes of data [wish my laptop had that!]
  • There is a push for everyone to have access to data. Need to make sure data is anonymous. [READ ONLY! READ ONLY!]
  • When everyone has access to data, interpretation becomes really key.
  • Don’t archive things so fast – what’s old is new again. Don’t underestimate the usefulness of old research.
  • Does technology mean faster and cheaper – no. It’s a myth. Asking questions takes time.

Behavioural Economics, Superbowl Ads, and the Entertainment Industry #MRIA15 #MRX

MRIA15,MRIA2015Live blogged from the 2015 MRIA National Conference in Toronto. Any errors or bad jokes are my own.

Behavioural Economics in the Real World
Kelly Peters, BEWorks

  • We have to divide our attention – bounded attention
  • People say they will do specific things but they often don’t end up doing it
  • In one study, 100% of people said they would increase their retirement savings but only 14% of people had done something with one  year. And a financial incentive doesn’t necessarily help regardless of the amount. Fear incentives can often backfire.
  • Social proof DOES help (your friends are doing it) but story telling worked the best.
  • We don’t have unlimited time to pay full attention to every excel sheet to make decisions. We have to use heuristics. We use shortcuts as a guide to help us act predicable irrational. Shortcuts are sub-optimal.
  • Awareness is bounded, errors in perceptions, evaluation errors, failures to act.
  • Organ donation participation rates increased more than five times when agreement changed from opt-in to opt-out.  Picking up a pen is a tiny gesture. An employer used this tiny gesture to get people to enroll in a retirement program. Enrollment changed from about 4% to 80%.
  • “Tomorrow self” – the person who will exercise tomorrow and eat apples tomorrow.
  • Wifi donation clock – if you hit the snooze button, a donation is automatically made to a charity [THAT IS AWESOME!!!!]

Launching into New Entertainment Territory
Tara Murphy, Cineplex and Carla Flamer, Ipsos Reid

  • Cineplex needed to respond to the dying movie theatre problem
  • Ran surveys with imagery and word descriptions
  • Tested many concepts – great food and drinks, get your game on, etc
  • Needed to measure intent to seek information, likelihood to visit, liking, unique, believability; market success potential; diagnostics like like/dislike, reason to visit, heat maps, buzz power (build through word of mouth)
  • What were the emotions from the people most likely to visit
  • Conducted discrete choice scenario testing – Clients can rarely offer all the top choices at the prices consumers want. Tested more realistic combinations. Examined percentage of people who would actually like each option. Found 3 or 4 more realistic scenarios.
  • The rec room” will now be built in Canada, starting in Edmonton, and then Toronto.

Superbowl Ads: Are they worth it?
Steve Mossop, President of Insights West

  • Asking the right question is critical. New coke was the biggest disaster in the history of research. He worked on this project as a newbie. But they were asking the wrong questions. They were asking about taste and they didn’t measure branding or what “coke” does for you as a brand. He had a full closet of pop after this project was done. :)
  • 115 ads take up 1.15 hours of game time. 521 million dollars of ad spend. Most people only bought 1 single spot. 61 brands across 31 categories.
  • Measured canada vs usa.  7 minute survey, online, 650 US, 1200 Western Canada.
  • Top rated spot was the dog following the horse onto the truck, and then gets lost. Budweiser commercial.

  • 68% of people said they saw the ad after two airings. Awareness numbers were often in 50% even though some ads were only seen once.
  • Why did the top ad do so well? Enjoyable, keeping attention, like the music, clear branding, different ad, understand the ad
  • Still frame assessment evaluates pieces of ads driving success or failure of the ads
  • Sad puppies in the rain, horse rescuers, man/dog kiss drive emotional responses
  • Top ads to drive ROI, awareness and diagnostics are through the roof with only one or two showings. Perhaps not effective for all ads but it is for the top ads.
  • Growing trend on social sharability.
  • Top ads are enjoyable, relevant, convincing, believable, and understandable. But they make people interested, curious, happy, excited, and surprised.

Lead with a story by Paul Smith #MRIA15 #MRX

MRIA15,MRIA2015Live blogged from the 2015 MRIA National Conference in Toronto. Any errors or bad jokes are my own.

Lead with a Story, by Paul Smith

  • Paul Andrew SmithHe doesn’t mean just tell a story to start your presentation
  • They asked jurys how to improve the deliberation process. It had nothing to do with the food. It was all about the shape of the table. Rectangle tables led to quicker but less fair deliberation because whoever was at the end of the table ended up speaking the most. It was a very easy thing to fix and cheap. They asked to change all rectangle tables to round tables. However, the judge asked for all round tables to be changed for rectangle tables because that made the deliberation faster. He didn’t care that round tables led to better deliberation. Researchers regretted being part of this because it didn’t make the world a better place.
  • Why tell stories?
  • Simple – everyone can do it, timeless, demographic proof – no one is immune to a good story, contagious – if you tell a great story it will travel all around the world on its own without being pushed, easy to remember though you won’t remember this list of six things are tomorrow morning, inspirational stories but slides aren’t so inspirational
  • Make fewer powerpoint slides and tell more stories
  • Storytelling isn’t a great management tool for financial analysis or business plans, but it is great for leadership. If you feel like you are leading people, then you need to be telling stories.
  • In 1983, market saturation of diapers occurred. Completely changed the high relationship between sales and profit – sell more diapers and profits will happen. But that all stopped in 1983. He used two slides to show this relationship and he never need recommendations or conclusions slides. He let the audience figure out the reason and then the audience decided on their recommendations. Those recommendations were implemented almost immediately because they discovered the recommendations themselves. He stopped right before the big aha and gave the gift of the visceral moment to them.
  • What does a story look like? Beginning, middle, end is what a kid would say. A filmmaker would say six stages – set up, catalyst, turning point, climax, final confrontation, resolution. Cognitive psychiatrist would add more stages.
  • In business world, you have three minutes to deliver your story. You need the shortest structure that works for you. The ten year old kid was right.
  • Context, action, result are the beginning, middle, end.
  • We usually skip or butcher the where, when, who is the hero, what does hero want, who is in the way. We miss credibility, relatable, worthy, relevant.
  • Audience needs to see themselves in the hero. It shouldn’t be a story about superman or a football hero because people can’t relate to him. It’s entertaining but I can’t fly and I can’t throw a football like that. You need a villain your audience can relate to, a worthy objective, a relevant change.
  • Appeal to emotion – humans make subconscious. A story is fact plus emotion.
  • Most stories go untold because people don’t realize the value in them. When you feel something happening, a great story is about to be born or last forever.
  • Element of surprise – at the beginning, it gets the audience to pay attention. At the end, it seals the lesson in your memory.
  • People always remember the facts differently. You need to take facts with a grain of salt.
  • Example of a relevant surprise

  • Example of a not relevant surprise – what does releasing wolves on a marching band have to do with computer parts?

  • you can create relevant surprises. without one vital piece of information from the beginning of the story and move it to the end.

If math is hard, you can always do qualitative research #MRX 

Yup, I heard that from a speaker on stage at the recent AAPOR conference. You see, because if you’re smart, then you’re probably doing quantitative research. Because quant is for smart people and qual is for dumb people. Because qual requires no skills, or at least the skills are basic enough for non-mathematical people to muddle through. Because qual isn’t really a valid type of research. Because nonprobability research is worthless (yup, I heard that too).

Perhaps I’ve taken the statement out of context or misrepresented the speaker. Perhaps. But that’s no excuse. Qual and quant both require smart people to be carefully trained in their respective methods. Each research method is appropriate and essential given the right research objective. 

The marketing research industry has improved greatly in this pointless debate of whose method is better and right. (Neither) Now it’s time for the polling industry to do the same. 

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