Have to give a shout out to Jared Spool ​over at UIE for his recent blog post about the Net Promoter Score. 

Even though the NPS metric has been debunked there are many businesses still using it.

Jared's post is nicely detailed for anyone looking to educate themselves about the issues associated with using NPS. 

Trying to decide your qualitative sample size can be a tricky. In academic circles researchers say that you stop interviewing when you start hearing the same stories. Unfortunately commercial researchers don't have that luxury. They need to plan and cost for sample sizes ahead of fieldwork and given how costly qualitative fieldwork can be, getting the sampling right can mean the difference between a project being commissioned or being passed over. 

In the whitepaper below, Donna outlines how market researchers can judge ahead of time how many interviews they will need in order to get reliable and valid results.  

​Download your copy of the whitepaper - Qualitative Interviews: When enough is enough.

Social desirability bias isn't often discussed in depth in the context of market research, but it deserves more of our attention. By 'our' I mean those who design and conduct research and also those who examine and use it. Failing to consider and account for this type of bias places a huge question mark over the validity and reliability of market research and the decisions made from it.

What is social desirability bias?
Social desirability bias reflects people’s efforts to present themselves to others in a positive manner. 

Having a background in psychology I possess great respect for the tools and methods clinicians have developed to infer people’s underlying motives, attitudes and intentions. As a consumer researcher I use some of these tools to obtain valuable insights about brands, products and services. 

One popular group of tools spanning the clinical and consumer research worlds are known as projective techniques. The most well-known projective test in the clinical world would have to be the Rorschach Inkblot Test (pictured) where a series of