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No: One Simple Word for Your Best Research Results

No: One Simple Word for Your Best Research Results

Julia Eisenberg

Oct 11, 2017

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We’re all familiar with the common expression “kill two birds with one stone,” and in our society where more is always better, it sounds great in theory. We live in a ‘yes’ culture, fueled by the expectations set from our increasingly fast-paced environment where the go-getter who never says ‘no’ is expected to get ahead. However, are you really ever gaining the most out of your experiences  without delving deeper for clarity and stepping back to see the full picture?

With this in mind, Quirk’s recently conducted their annual survey of corporate researchers, which included a question about what defines poor-quality results in research projects. Using a combination of text analytics and human intelligence to analyze the 495 responses, our team identified three major themes, all caused by one key problem. Julia Eisenberg, Vice President of Insights, notes that saying yes too much tends to deliver bloated studies that fall short in these common categories: poorly defined objectives, obvious errors, and meaningless results.

In Quirk’s recent article, “No: One Simple Word for Your Best Research Results,” Julia goes on to emphasize that better research results stem from the power of saying ‘no.’ You can learn more about the pitfalls of poor-quality insights, how to avoid them, and how to plan your research project using clearly articulated objectives by reading the full article here.

Julia Eisenberg

Vice President, Insights

I love a great story – numbers are nice, but nothing is more compelling than hearing directly from your consumers.

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iModerate’s online qualitative interviews have been enormously helpful to us during the concept testing phase of research. iModerate provides us with invaluable feedback from a nationally representative group of Americans within a very short time frame. Not only do we get this data quickly, but it is also high quality. iModerate’s moderators are skilled at asking questions that yield useful responses. iModerate reports provide information that’s more than interesting, it’s actionable.

Sara Bamossy, Senior Strategic Planner, Saatchi & Saatchi LA