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.

  • The Response Process, part 1: Encoding (or If I Don’t Know, I Can’t Answer)

    By jessicabroome on May 21, 2013 in Research Tips

    I’m trying to keep this blog as practical and non-academic as possible, but one thing I learned at school that I still apply in every questionnaire I write was the Response Process Model, developed by Tourangeau, Rips, and Rasinski:   Encode –> Comprehend –> Retrieve –> Map –> Report Each of these phases is critical to getting quality data, so today I’m kicking off a 5-part series

  • Test the Water Before you Jump: The Importance of Pre-testing

    I’m always surprised (and frankly, a little alarmed) when clients don’t want to pre-test a questionnaire. This strikes me as a little bit like launching an ad campaign without testing the content. Maybe scarier: you could make all kinds of decisions based on data that came from questions that your respondents didn’t understand or couldn’t answer. Pre-testing can take many forms, but

  • Storytelling with Data

    “There is always a story in the data—you just have to find it.” This simple advice from an old boss got me through last week, when I got a desperate call from a client I hadn’t worked with for awhile.  The problem: “We’re working on this report, but right now it reads like we’re just dropping a ton of numbers

  • Project Roundup

    Here is a sample of topics I’ve done surveys and focus groups on in the past few months: Challenges to immunizing children experienced by health workers in 14 developing countries “Pitjazzlement,” or the customization of one’s underarms Differences between nurses’ and physicians’ views on patient safety in hospitals How women are affected by bad hair days What it’s like to

  • Open Ended Questions: A Cautionary Tale

    When I teach Survey Design Boot Camp, I like to remind students that open ended questions are like a box of chocolates: you never know what you’re going to get. I once had a client who wanted to ask 1,000 Americans: “Where do flowers come from?” She wanted to prove that people didn’t know that the US was a major source

  • How Research Can Keep You from Missing the Mark

    By jessicabroome on March 11, 2013 in Research

    I meet a lot of people who tell me their company or organization can’t afford research. I almost always tell them,  “Actually, you can’t afford NOT to do research! What kind of decisions is your organization making on the fly, or based on your instincts alone? Do you ever make a decision after consulting a convenient but inappropriate group, like doing

  • Better Surveys through Coworking

    By jessicabroome on February 25, 2013 in Location Independent, Solopreneur

     When I ventured out to work on my own, I was really excited about working from home. I quickly learned, though, that working alone all the time is not for me. So, over the past year or two, I’ve gone to coworking spaces wherever I am: Paper Street in Detroit; Sandbox Suites in San Francisco; Uber Offices in DC; Office Squared in Burlington, Vermont; HUBBA in Bangkok; and LaunchPad in New Orleans.

  • Respondents are not Just Rows in a Dataset

    After qualitative research, my clients often ask questions like “What were the key take-aways from respondents in this market?” This is what they’re concerned about, and rightfully so; it’s their job. But I try to remember that, just like my clients are more than their jobs, our respondents are more than just respondents: they’re people with lives and families and

  • What Can Happen if You Have an Inappropriate Scale

    By jessicabroome on January 28, 2013 in Quantitative Research

    I recently did a week-long juice fast at a wellness center.  Upon arrival, I was handed a questionnaire asking about my eating habits and how often I suffered from each of a long list of ailments. “I’m really struggling here,” one of my fellow fasters confided one day. “It might be because I lied on my questionnaire,” she confessed.  “They asked

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