If I had $1 for every time a company wanted to treat a small number of survey responses as being statistically representative of their customer base, I’d be a very rich woman! Many of us learned in stats class that n=30 is the absolute minimum for statistical significance. But small sample sizes come with a lot of caveats and issues, including...

In 2016, I was so intrigued by the novelty of ratings buttons in a restroom in the Frankfurt airport that I snapped this photo. Just eight years later, the constant barrage of feedback requests has become overwhelming, even for this market research enthusiast. Eric Taub explores this trend in his New York Times piece about ratings review burnout,...

An early-stage investor in Chickety Split, a healthy ready-to-eat food product that you can buy in grocery stores, recently asked me to take a look at a survey that the founder, Fred, is preparing to send out. The investor, Harry, explained that he was seeking my advice because he expected that the survey would result in a disappointing outcome...