In This Issue
We invite those of you are attending The Market Research Event on November 5–7 at The Mirage in Las Vegas, Nevada to attend our presentation about gathering compelling insights from brokers, distributors, and other intermediaries who support your business. On Tuesday, we will be sharing Funnel Cakes: Sweet insights from the entire sales funnel with our client Mutual of Omaha. Or, come see us at booth 709! Halloween will be over by then, but we’d be thrilled to scare up a cocktail or two with you.Questions? Click here to send us an email with your request.
- Vol. 14, Issue 7, October 2019
Hello!Happy Halloween to everyone. It’s the time of year when the ghosts and goblins come out, as do the delicious candies! In the true spirit of trick and treat, we hope that you enjoy this month’s installment of Research with a Twist, titled, Boo!
Halloween means time for horror. Yes, clowns with knives are scary. Of course. And zombies eating your brains. Terrifying. And who wants a baby with razor-sharp teeth gnawing at your neck? No one. For sure.
But, as market researchers, some things are even more frightening than monsters and painful death. Like, those quantitative research challenges that haunt us all. For example:
1. My survey is programmed… and it’s TWENTY-FIVE MINUTES LONG!
What happened? You tested it! You used the number-of-questions to number-of-minutes ratio that you’ve always used to estimate survey length! And yet, here you sit after slow launch, with an average survey length that is practically a lifetime.
You will have to either pay your target audience participants $500 each to complete this survey, or plan for it to be in field for a year. Or… make cuts, deep cuts, like, limb-amputating cuts, and no one will be happy with what’s left. Sigh.
2. Cheaters! Speeders! Bots!
Then, everything seems wonderful in your work world. You’ve closed your survey well within your expected timeframe, and have met all of your quotas. You download your data, eager to pour over the results. Then, you look closely at the open-ended responses, and at patterns in scale-question answers, and see — Gasp!
The screeners and “traps” you have in place to catch outlaw survey-takers have not caught everyone. Those malicious or non-human survey takers that will ruin your results have to be removed. Back to field for you. Sigh.
3. AAAAAAAAHHHHHHG! My results don’t give me a clear direction!
Even worse, after you’ve removed those troll and other inhuman survey responses, and have backfilled with legitimate research participants, you are a day or two behind schedule. Time to catch up! So now, data tables in hand, you review the results to find the answers that you’ve waited weeks, maybe months, to see.
Wait, what’s that? All of the message options have received the same rating? NONE of the product benefits or attributes is significantly superior to the rest? No demog or cohort offers information you can use to support a compelling story? Terror fills your heart. Life as you know it is bleak and undifferentiated. “Where did I go wrong?,” you ask, and wonder whether it would be better to end it all, and become a social worker.
Here’s the Twist: For these very reasons, and many, many, many more, dear reader… THIS is why we often recommend QUALITATIVE, not QUANTITATIVE research. Moooohooohooohahahahahahahahhah! ☺
Mixology (Putting Research into Practice)
Here are some tricks and treats to keep those beastly quantitative surveys out of “the dark side”:
- When planning surveys, add five minutes to your highest survey length estimate. Because face it, everyone is done with long surveys. You should be done with them, too.
- Use a survey programming “outlaw elimination” checklist when programming. Here is a good, thorough example.
- Add some qualitative questions, or a qualitative phase. Whether or not your quantitative results are “popping” as you expected, you should ask your research participants the reasons that motivate their answers. (Hint: bots find open-ended questions particularly challenging!)
We invite those of you are attending The Market Research Event on November 5–7 at The Mirage in Las Vegas, Nevada to attend our presentation about gathering compelling insights from brokers, distributors, and other intermediaries who support your business. On Tuesday, we will be sharing Funnel Cakes: Sweet insights from the entire sales funnel with our client Mutual of Omaha. Or, come see us at booth 709! Halloween will be over by then, but we’d be thrilled to scare up a cocktail or two with you.
The Center for Strategy Research, Inc. (CSR) is a research firm. The “Twist” to what we offer is this: We combine open-ended questioning with our proprietary technology to create quantifiable data. As a result our clients gain more actionable and valuable insights from their research efforts.