Stephanie Vance, VP of Research's posts on AYTM Blog (/1)

How COVID-19 is Driving Change in Consumer Research

Clients are asking how to think about survey research during the COVID-19 global pandemic. Specific questions include:

Will data be biased? Will self-reported behaviors, preferences and attitudes be biased by the fact that many consumers are living outside of their normal routines right now?
Should we be running research right now? What types of research should we avoid and what types of research should we continue or even begin?
What steps should we be taking in survey design and fielding to mitigate bias?

Tipping the balance: the danger of mixing scales in market research

Scale-based questions are a hallmark of quantitative market research, from Net Promoter scoring (to determine willingness to recommend) to Purchase Likelihood to Customer Satisfaction. Indeed, scales are a preferred format when we ask consumers to predict future behavior as they allow respondents to assign a likelihood to said behavior, rather than indicate that they are “all in” (yes) or “all out” (no).