A Glimpse Behind the Scenes

I write semi-regularly about the human side of my life as an independent researcher — both the highs and the lows.

  • Going a Little Deeper on What Consumers Want

    By jessicabroome on April 10, 2017 in Uncategorized

    My clients often want to ask people questions like, “Do you like this product?” “Is this ad credible?” “Would you take this off the shelf or take some action if you saw this?” These lines of questioning are all well and good, but I try to push my clients to go beyond the obvious and understand people’s deeper needs. I

  • Dispatch from the Road: In-home Ethnographies in Kansas City

    By jessicabroome on March 8, 2017 in Uncategorized

    It’s been a busy few weeks, including a mid-winter trip to America’s heartland! I had never been to Kansas City before, so when I was approached by a food company who wanted to get to know their core consumer (midwest moms aged 25-39) better, I jumped at the chance. I spent two days going into people’s homes all over the

  • Dispatch from the road: Groningen, Holland

    By jessicabroome on February 15, 2017 in Uncategorized

    I’m finally recovering from jet lag after presenting last month at the Groningen Symposium on Language and Social Interaction in the Netherlands! The crux of my presentation is this: Telephone interviewers who sound and act like people rather than robots will do better at convincing people to take their surveys. (If you’re really interested in the details, you can read my

  • A Heartbreaking Reminder that Respondents are Real People

    By jessicabroome on January 17, 2017 in Uncategorized

    Ever since our presentation on the Respondent Experience at CASRO last year, one response has really stayed with me. We asked people what makes a survey experience BAD, and while a lot of people complained about design issues like long grids, repetitive questions, and spelling/grammar mistakes, one woman wrote a gut-wrenching response about the survey recruitment process: “It would be

  • Happy Holiday’s?

    By jessicabroome on December 19, 2016 in Uncategorized

    It’s that time of year again. My inbox is full of holiday greetings from every research vendor who has me on their mailing list. I know it’s the thought that counts, but really these greetings are pretty easy to ignore. In fact, the only one that really stood out was one I got last week, with the subject line “Happy

  • The “Motivation Trajectory” of Survey Respondents

    By jessicabroome on December 5, 2016 in Uncategorized

    It’s been a few weeks since my talk at CASRO, and I’ve been too busy with client work (that’s a good thing!) and current events to really focus on delving deeper into some of the areas we touched on in the presentation. But the REX project is moving full steam ahead, with data just in from 11 countries, and I’m

  • Election 2016 and Total Survey Error

    By jessicabroome on November 27, 2016 in Uncategorized

    You may have seen the famous 1948 picture where a jubilant Harry S Truman holds up the Chicago Tribune whose front page headline was written based on faulty poll data. I don’t do much political work, but in the survey world, this “oops” moment is often cited as a classic case of coverage error: Pollsters had sampling frames (basically a

  • So excited about REX!!!

    By jessicabroome on October 24, 2016 in Uncategorized

    The Respondent Experience (REX to its friends) research on research that my friend and colleague Kerry Hecht of Recollective and I presented at IIEX last summer has exploded! We’ve joined forces with Andrew Cannon of the Global Research Business Network, who is coming at this from a perspective of building consumer trust in research—a great tie-in and fascinating for me

  • More on the Respondent Experience: 3 Pillars of Respondent-Researcher Relationships

    Last month I presented at IIeX for the first time along with my friend and colleague Kerry Hecht Labsuirs of Recollective. She gives a great overview of our research on the respondent experience here, and I want to drill down into what we see as three pillars of the respondent-researcher relationship. Kerry points out, “Ultimately, it comes down to respect,

All material copyright 2014-2016 | Jessica Broome Research | Portrait photo by Sarah Hodzic, Blink Photography