It pays to look at your data, to dig deeper than percentages based on total respondents. It’s critically important to know where your data come from.
Here’s a longer article about a pollster, Ann Selzer from Iowa, and how cross tabs were crucial early on in her career. (This comes up in the 3rd section of the article.)
And we love that FiveThirtyEight gives us lots to think about regarding data.
Founder at Storypoint
Cara Kelly has more than 20 years of experience in the marketing research and consumer insights field. Prior to founding Storypoint, Cara served as Vice President of Knowledge and Insights at Dairy Management Inc. (DMI) and helped companies such as Sara Lee (Tyson Foods), MarketVision Research, Promotion Decisions (GfK) and Arbor Research (GfK).
Latest posts by Cara Kelly (see all)
- Research World and the New Manifesto for the Insights Industry - March 28, 2019
- How big are the ripples your knowledge creates? - January 18, 2018
- Of course you’ll do DIY Research - June 21, 2017
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