How to Spot Bad Research
The ARF’s focus on research quality is echoed by Andrew Tenzer, Director of Market Insight and Brand Strategy at Reach.
The ARF’s focus on research quality is echoed by Andrew Tenzer, Director of Market Insight and Brand Strategy at Reach.
An analysis in The New York Times reminds us that surveys and polls often do not predict behavior. A report by the ARF examines the reasons why and pollsters are reevaluating their methods. Read more »
New research indicates a crisis of confidence in one of America’s most basic values: freedom of speech.
Many consumers don’t want advertisers to collect their personal information and shopping data. Are there also privacy concerns when streaming services collect and analyze viewing data to make recommendations? Read more »
Data from a recent Gallup survey remind us that responses from survey participants need to be interpreted carefully, as they are impacted by culture and respondents’ willingness to talk about certain topics. Case in point: Reported identification as LGBT appears less related to actual sexual orientation than to age.
Surveys are a necessary tool for exploring consumer behavior, attitudes and intentions. They provide valuable data to help make informed business decisions. However, quality matters and ignoring best practices impacts the validity and reliability of findings, which might make the data unusable.
Member Only AccessDuring the last year, Americans have felt stressed out and worried about the coronavirus — but now more say they're hopeful as the vaccines become available, according to the latest installment of the Axios/Ipsos Coronavirus Index. Here are key findings from the survey conducted the end of February: