The Tortoise Wins Again. Faster Data Collection Is Not Always Better.


At the risk of sounding like my grandfather, I’ve seen a lot of change in my career in terms of the speed at which we can deliver insights. Back in the day, we used to send tabs and reports to clients via snail mail. No, we didn’t use the Pony Express, but compared to today’s technology standards, it seems as though we weren’t far from that. ☺

I know I’m stating the obvious when I say that the advent of online interviewing brought a dramatic change in the speed at which we can collect data and deliver insights. And with lightning-fast capabilities sometimes comes the perception that we should collect vast amounts of data as fast as we can, maybe in just a couple of days at most. I understand that perception. And I understand the need for speed to insight in today’s world. But is faster always better?
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Infographics: The Art of Visualizing Research

A few years back, I was invited to attend a webinar designed to help us think about how to express our study results in a more visually appealing manner than the usual bar, line and pie charts and endless tables filled with numbers that one typically sees in a market research report. It sounded like a great idea until I read the synopsis, which made some grand statement about visually displaying data without showing any numbers. At the time I thought ‘Are they crazy? No numbers? They do realize that we need to defend our insights with the actual numbers revealed by the study, don’t they?’
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Archetypal Analysis: Segmenting on the Extremes

So, I’m one to generally heed the sage advice to not talk about religion or politics with friends and family (though I sometimes cannot help myself :)).  But if you’re like me, you’ve likely been forced to at least think about or possibly even divulge your political affiliation during the current election season here in the U.S.

The simple question we’re asked is:  are you Conservative, Liberal, or Moderate?
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