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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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Our relationship with iModerate has enabled us to quickly and efficiently seek the voice of the consumer or customer, and incorporate it into our business decisions, allowing us to become smarter and faster to market. The team iModerate is, in essence, a virtual extension of the Abbott research team – from them, I know that when I pick up the phone and call, on the other end will be someone who understands my business, knows my target consumer, and will always deliver high quality results.

Kristen McLane, Manager, Shopper Insights & Category Development, Abbott Nutrition