Conducting studies to understand people and brands is a formidable task that demands significant technical and qualitative expertise. If we look at research in the purely scientific field, we see an environment where values that fall outside the norm or average can indicate calibration errors in the instruments used to record measurements or, in extreme cases, suggest that pre-established theories do not adequately explain a phenomenon.
In Market Research, we also encounter outliers and atypical data. However, they don’t mean exactly the same thing as in other areas. Although we try to avoid them, when dealing with consumers, it becomes impossible to avoid obtaining responses that defy any attempt at pre-coding in the design of data collection instruments. For this reason, today we list four of the most common outliers in our field.
Not apply. In the field, we encounter countless realities that test our ability to anticipate as many scenarios as possible. In some records, we’ll find cases describing habits and experiences that are indeed within our field of knowledge, but which we didn’t consider when planning a questionnaire. It’s worthwhile to include an open-ended question in this section so the respondent can explain their perspective and encourage them to be as detailed as possible in their explanation.
Don’t know. There are many different profiles in the real world. We initially assume that everyone is capable of participating in our research as planned. However, nothing could be further from the truth. Without a pilot test or without considering the communication style of our target population, we can overestimate the expression and comprehension skills of the people we want to interview. It’s also possible that we don’t know how to phrase our questions clearly. In cases where responses with this keyword are recorded, it’s worth reconsidering whether our data collection instruments are appropriate.
None. In practice, we face an environment with finite resources. Based on this, we try to reduce operating expenses as much as possible. In this sense, pre-coding of responses is used in several projects. This aims to streamline the recording of responses given the very limited time available for data collection and analysis. The suggestion in this situation is to opt for semi-open questions that include one option with a code other with a text field.
Don’t want to answer. We live in very complex times. Faced with a world of many risks and differences, there are more cases of people who, when faced with certain questions, prefer to remain silent or ignore them. This is more frequent when we talk about topics of income or certain cultural practices. An alternative in these scenarios is to offer questions with answers expressed in ranges rather than discrete data points, or to ensure that each response is anonymous.
When we design a research protocol, we think of ideal environments. And real life surprises us with situations we could never have even dreamed of. Within Market Research, we must be open to adapting our work as much as conditions allow. Market analysts understand these situations thanks to their years of experience in the industry and are prepared to offer you alternatives and analyses that consider this data within the context of your needs.
At Acertiva, we’ve also faced this reality and are ready to be a strategic partner for your brand. Thanks to our more than two decades of experience in LATAM, we can offer you tailored solutions for your business plans in our region. We offer a free fifteen-minute consultation so you can share your ideas with us. We’ll help you make your next success story a reality.
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