Sampling and reach
Incidence, feasibility and the arithmetic behind a field estimate. Most disputes between a buyer and a supplier are really disagreements about one of these three numbers.
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01
Healthcare sample and the cost of verification
Self-reported clinical roles are wrong often enough that the whole category is priced around finding out.
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02
Writing a screener people cannot game
Most screeners announce what they are looking for in the first two questions, and then the researcher is surprised that everyone qualifies.
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03
Your B2B incidence rate is probably wrong
Two people can compute incidence from the same fieldwork and disagree by a factor of two, both correctly. The disagreement is almost never about arithmetic.
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04
Why B2B panels decay faster than consumer panels
People change jobs. Companies get acquired. The segments worth the most are the ones whose profile data goes stale first.
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05
Quota cells and the one that never fills
Every study has a cell that stalls at sixty percent. Which cell it is was decided before the study went live.
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06
Incidence rate: the formula, and how it gets misread
The arithmetic takes one line. The disagreements come from what people put in the denominator, and nobody writes that part down.