Pretesting…a lost art?

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There was a time when collecting quantitative data, more often than not, involved a conversation. And the conversation was a game where the respondent seemed to hold all of the cards. A lengthy interview, a poorly worded question, a missing response option – all represented excuses for the respondent to dismiss you by hanging up or otherwise ending the interview.

Can you tell I was an interviewer?

At that time, phone pretests often involved a painful process of listening to hours of rejections and hang-ups…but the result was invariably worth the price – a survey that more accurately collected the intended data.
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From the Trenches: A Discussion on Customer Loyalty

Tom Connelly: Until recently, you could not turn on a TV or go online without seeing the buzz surrounding the release of the new iPhone 5. Along with the release came impassioned reviews and critiques – is the new design better?
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