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How Many False Discoveries Have You Made? Putting Rigor Into Stat Testing

How Many False Discoveries Have You Made? Putting Rigor Into Stat TestingIf you look hard enough, surveys are filled with “insights”. There are always differences that could be interesting.  Men may like your product more than women.  Older people may buy your product less frequently.  Awareness may lift when you rejig your website.

The challenge with analyzing surveys is that many things that look like insights are probably wrong.  Statistical testing has been developed for just this problem.  The purpose of a “stat test” is to work out if a result in a survey that seems to be interesting is likely to be a one-off fluke, or, is a true insight. [Read more…]

The Almost $64 Question: Road-testing Google Consumer Surveys and Toluna QuickSurveys

In the olden days – and by “olden” I mean the last century – it was expensive to conduct market research. Even if you only asked a single question you were generally looking at spending at least $1,500. Today, you can ask a single question, and get a heap of profiling data, for around $100.  And, you get your results much faster.

The almost $64 question Survey Analyzer: road-testing Google Consumer Surveys and Toluna QuickSurveysTo get a feeling for how this works in practice, I  road-tested a couple of the new super-cheap services: Toluna QuickSurveys and Google Consumer Surveys. I tested Google because it is the new kid on the black, doing things completely differently to everybody else. There was no particular science behind my choice of Toluna and I suspect I would have had broadly similar experiences if using any one of the other “traditional” DIY market research services. [Read more…]