Uncategorized

  • Going a Little Deeper on What Consumers Want

    By jessicabroome on April 10, 2017
    0
    0
    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
    0
    0
    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
    0
    0
    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
    0
    0
    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
    0
    1
    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
    0
    0
    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
    0
    0
    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
    0
    1
    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 […]
  • A Day in My Life: Hikealongs

    By jessicabroome on July 27, 2015
    0
    0
    A former client and friend called me this spring and invited me to collaborate on a super fun and dynamic project: experiential “hike-alongs” with Millennials. I’ve done “shop-alongs,” where we go to a store with a respondent and talk to them about their experience, decision making, and what they’re seeing and doing in the moment– but hike-alongs were something new. […]
  • Words of Wisdom for Questionnaire Designers

    By jessicabroome on July 10, 2015
    0
    0
    I’m teaching Questionnaire Design again this summer at the University of Michigan’s Summer Institute in Survey Research Techniques. I have a really diverse group of students: three of them work at the Census Bureau, one is the Chief of Obstetrics at a major hospital, one is a Public Health PhD student doing research on with transgender youth…I could go on. I LOVE […]

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