Research by Marcela

Why clients sometimes don’t want to hear the truth – and how to work with it as a researcher “Research is not marketing. It doesn’t always say what we want to hear.” Sometimes it’s like telling a king that he’s naked. Research will show that the campaign isn’t working. That employees don’t trust management. Or […]

How to do research with heart? And why it’s not just about Excel? At Data Servis, we’ve been doing research for many years. But it’s never just work. For me personally – and I believe for the whole team – it’s something more. It’s about people. About their opinions, stories and emotions, which are often

Has Covid changed the research world? And if so, how? I can agree with the statement: “The pandemic has given us a mirror – not only about society, but also about how research works.” During Covid, research shifted from one day to the online space. Where we used to sit in person with respondents, there

Research as a mirror of society – what are the respondents not telling us? Someone often asks me: “And are these people telling you the truth?” The answer is not simple. Yes, they say what they think – but sometimes also what they think they should say. Socially desirable answers, fear of condemnation, or just

Qualitative vs. quantitative research: What they (don’t) say and why we need both “Quantitative research tells you HOW MUCH. Qualitative research tells you WHY.” When someone wants to “quickly find out what people think,” they reach for quantity – numbers, graphs, tables. But numbers alone are often not enough. What does it mean that 68%

Myths about research: No, 500 respondents are not “little” when… A recurring question when presenting survey results is whether the sample size was sufficient and whether the sample was representative. Of course, the sample size is sufficient and the sample is representative, it cannot be otherwise for a research company! However, I add that “sample

When data is not enough: Why even well-designed research sometimes fails in practice For years I have been saying that “properly designed research does not mean that it will bring the right decision.” I had research in my hands that was methodologically flawless. Clear goals, a representative sample, perfect outputs. But – clients took only

Can research be done fairly when we are all a little biased? For me, objectivity is the goal and self-reflection is the tool. Even a researcher is only human When we collect and interpret data, we are expected to be impartial. We want to believe that the research is “pure”. But the truth is more

Research as a tool for change – but only if someone listens to it “Research can be a powerful engine for change. But only if it is also acted upon.” When research is not enough In practice, I often come across a situation where research brings clear conclusions, supported by data, analyses and sometimes a