When you design surveys for a living, it's hard to take one without evaluating it. Every question, instruction, and response option gets a little extra scrutiny. At Vernon Research Group, we spend our days helping organizations ask better questions. We carefully consider wording, question order, potential bias, survey length, and all the other details that […]
Why confirming what you suspected is still valuable market research Imagine you’ve just received the final report from your market research study. The findings are interesting, useful, and credible. But surprising? Not really. Your customers are satisfied with the things you thought they valued. Your brand awareness is about where you expected it to be. […]
Completing a market research study is a major milestone. The survey is finished. The focus groups have concluded. The presentation has been delivered. The final report is sitting in your inbox. Now what? For many organizations, this is where the process unintentionally stalls. The report gets shared with a few stakeholders, discussed for a week […]
CEDAR FALLS, Iowa—Ellen Ouellette has joined Vernon Research Group (VRG) as a qualitative research analyst, bringing expertise in human-centered research, interviewing and evidence-based decision-making to clients across a variety of industries. In her role, Ouellette designs and conducts qualitative studies such as in-depth interviews and focus groups, helping organizations uncover deeper insights into the experiences, […]
If you've ever considered hiring a market research firm, you've probably asked the same question nearly every organization asks: "How much does market research cost?" The honest answer? It depends. While that may sound frustrating, it's actually good news. Unlike off-the-shelf software or standardized consulting packages, market research is built around your unique business questions. […]
CEDAR FALLS, Iowa — Vernon Research Group (VRG) announced the acquisition of assets of the Horizon Group, respected Des Moines-based research and consulting firm, marking a significant step in VRG’s continued growth and expansion across Iowa. The transition will begin July 1, with Horizon Group’s clients and research panel members invited to join Vernon Research Group and […]
If it feels like every conversation about market research eventually turns to artificial intelligence, you're in good company. AI has become one of the most talked-about topics in the industry. From survey design and data analysis to reporting and predictive modeling, new tools seem to emerge every week, each promising faster insights and better decision-making. […]
The success of a research project rarely depends on the data alone. More often, it comes down to what happens before the research even begins. Organizations that take time to prepare — clarifying goals, defining audiences, and aligning internal teams — consistently get more value from their research. Those that skip these steps often end […]
Most research projects provide a snapshot, a clear picture of what your audience thinks at a single moment in time. But what about six months from now? Or next year? For many organizations, the real value of research emerges not from a single study, but from repeating that study over time. Known as repeat research […]
You’ve completed the surveys. The interviews are finished. The analysis is nearly done. Then comes the realization: The data doesn’t fully answer leadership’s core question. The findings are accurate but not actionable. In most cases, the issue isn’t execution. It’s method selection. Choosing the right research method at the start often determines whether a project […]