The Case for 5-Point Unipolar Scales

The Case for 5-Point Unipolar Scales

As teams assemble questionnaires for us to review, these draft survey instruments often end up with a mishmash of scales, with different questions having scales with three, four, five, seven, eleven, or more items, as everyone incorporates their favorite scale. One of...
Conducting C-Suite Surveys Today

Conducting C-Suite Surveys Today

When I first started out in research, we would conduct executive interviews face-to-face. I would often both cold-call the executives in advance and then travel and do the interviews. Two of my favorite CTO interviews occurred when I was transferred to England for a...
Data Quality and the Tragedy of Mistrust

Data Quality and the Tragedy of Mistrust

At the ESOMAR Insights Festival last week, Pete Cape of Dynata provided a wide-ranging “State of the Panel Industry” address, focusing on the theme of trust. He said, “I ­get to take a more helicopter view of issues affecting our industry. I get to see significant...
Asking Too Much

Asking Too Much

Respondents will answer the questions you ask, but they may not spend the effort to be accurate. For some questionnaires, it’s simply not possible.

The Questions that Leaders Should Ask About Data

The Questions that Leaders Should Ask About Data

At the Insights Association NEXT conference yesterday, Andrea Jones-Rooy of New York University shared some perspectives for the questions that leaders should ask when working with data scientists. As Andrea showed in her Venn diagram, where traditional researchers...