When it comes to understanding consumers, we turn so much attention to the issue of accuracy. We compare research methodologies, over-analyze research questions, deconstruct consumer responses, and more.
Kegan Clark, Senior Researcher, Riot Games, shares the following experience regarding how best-worst scaling provides better linkage between survey responses and behavioral outcomes and delivers greater insights than standard 5-pt or 10-pt (Likert) scales.
At last week’s Insights Association NEXT conference in Chicago, Anne Beall of Beall Research shared her firm’s research into how emotions affect purchase interest, repeat purchase, and brand advocacy.