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Five Research Lessons from the Pandemic Years

Last week we published the Spring 2023 Versta Research Newsletter which offers our feature article on Five Research Lessons from the Pandemic Years. It documents the dramatic shifts that COVID-19 has...

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Don’t Be Fooled by the Mean (or How to Avoid Absurd Statistical Claims in...

Even smart people get tripped up by simple statistics, as this statement from a recent New Yorker article demonstrates: A hundred years ago, most Americans died in their mid-fifties. This was written...

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Translating Surveys Perfectly Will Make Them Perfect – But It Doesn’t...

When translating consumer or business surveys into other languages, there are several approaches you might take. All have varying degrees of cost and complexity. For example, you can have a machine do...

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I Wrote a Poem about Market Research using ChatGPT. Clever, Amazing, and...

This is my first foray into testing the powers of AI and wondering how we might use it in market research. I was inspired by a LinkedIn post from an actuary who was deeply impressed by a poem that...

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Personas Are Fake Customers. Here’s Where They Come From and Why They Are So...

Versta Research has received a lot of inquiries and projects over the last few years around building personas. It represents an interesting shift among our clients from a previous focus on...

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Here’s One Jargony Business Consultant Word We Actually Like

It’s the word “material” as in these examples: “The goal of this research was to identify and understand material differences in consumer preferences and behaviors.” “Men chose the blue design by 3...

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Get Smart This Summer: Our Top 5 Picks for Professional Development and Training

I was the kid who skipped recess to help grade quizzes; the graduate student who delayed getting a degree because it meant the end of school; the professor who told students that he was now in the 33rd...

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Dealing with Lazy Survey Respondents — Drop Them or Keep Them?

It might seem obvious that if your survey respondents are inattentive and not reading your survey questions, then you ought to delete them from your data. “Get rid of them!” we often say. “Give me...

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Exploring Different Types of Survey Attention Checks

Last week we highlighted new research showing that removing poor-quality respondents from data can actually make things worse. The reason? Poor-quality respondents may represent a unique segment with...

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Your Data Secured: Versta Research Is ISO-27001 Certified

It was a long, arduous process (and still is), but it was worth it: Versta Research has been awarded certification for compliance to ISO 27001! This is one of the most widely recognized and...

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