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Statistics are dead. Long live statistics!

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Presented by Annie Pettit, E2E Research

It’s time to stop letting statistics do the thinking for us.
Annie shares how it’s finally time to give up on statistics and learn how to interpret and action on research results in more impactful ways.

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Statistics are dead. Long live statistics!

  1. 1. Statistics are dead! Long live statistics! Annie Pettit, PhD CAIP FCRIC Chief Research Officer, North America E2E Research 10 November 2021
  2. 2. Sponsors Communication
  3. 3. Statistics are dead! Long live statistics! Annie Pettit, PhD CAIP FCRIC Chief Research Officer, North America E2E Research Annie.Pettit@E2Eresearch.com
  4. 4. How would you feel if you never had to run any t-tests or chi-square tests again? o Thrilled o Happy o Not sure o Sad o Miserable Drop your answer in the chat box!
  5. 5. Preferred, p=0.11 Current Package New Package
  6. 6. Preferred, p=0.11 Preferred p=0.07 Current Package New Package
  7. 7. Preferred, p=0.11 Preferred p=0.07 Preferred p=0.05 Current Package New Package
  8. 8. p-values pique attention.
  9. 9. Tested with n=25 New Package Current Package
  10. 10. Tested with n=25 Tested with n=150 New Package Current Package
  11. 11. Tested with n=25 Tested with n=150 Tested with n=300 New Package Current Package
  12. 12. Sample sizes give comfort.
  13. 13. 49% 51% 0% 10% 20% 30% 40% 50% 60% 70% Preferred by 51% of people New Package Current Package
  14. 14. Preferred by 51% of people Preferred by 55% of people 45% 55% 0% 10% 20% 30% 40% 50% 60% 70% New Package Current Package
  15. 15. Preferred by 51% of people Preferred by 55% of people Preferred by 65% of people 35% 65% 0% 10% 20% 30% 40% 50% 60% 70% New Package Current Package
  16. 16. Effect sizes create excitement.
  17. 17. 17 Scenario 1 n=300 p=0.01 Scenario 2 n=300 35% vs 55% Scenario 3 p=0.01 35% vs 55% Which scenario would you bet your money on?
  18. 18. 18 Scenario 1 n=300 p=0.01 Scenario 2 n=300 35% vs 55% Scenario 3 p=0.01 35% vs 55% Which scenario would you bet your money on?
  19. 19. Why are we so dependent on p-values?
  20. 20. Reason #1: We use p-values because we don’t understand our data.
  21. 21. 21 Reason #2: We use p-values to speed up searching through tabulations
  22. 22. 22 Reason #3: We use p-values because we didn’t plan ahead
  23. 23. We SHOULD use statistical tests as an AID to our personal judgement.
  24. 24. 1. Plan ahead 24
  25. 25. 1. Plan ahead 2. Understand the category from end to end 25
  26. 26. 1. Plan ahead 2. Understand the category from end to end 3. Know at which point it’s worth actioning on something 26
  27. 27. 1. Plan ahead 2. Understand the category from end to end 3. Know at which point it’s worth actioning on something 4. Choose your sample size and stick to it 27
  28. 28. 28
  29. 29. 29 If you need a p-value to decide whether an effect size is worth looking at…. it’s not worth looking at.
  30. 30. Thank you! Annie Pettit, PhD CAIP FCRIC Chief Research Officer, North America E2E Research Annie.Pettit@E2Eresearch.com https://twitter.com/LoveStats https://www.linkedin.com/in/anniepettit/ https://twitter.com/E2EResearch
  31. 31. About Us About E2E Research For more than ten years, E2E Research has specialized in converting enigmas into enlightenment for researchers and insights companies around the world. We offer a full range of primary and secondary market research, data analytics, and business intelligence solutions to help you extend your services, fill the gaps, and create more value for your clients. Services and solutions from End-to-End. About Annie Annie Pettit, PhD CAIP FCRIC Chief Research Officer, North America E2E Research • Over 20 years of research experience. • Specialist in research and survey data quality, research standards, and participant engagement strategies. • Chair of Canada’s ISO 20252 Standards committee • Awards from ESOMAR, AMA, and more
  32. 32. Q & A Ray Poynter Annie Pettit
  33. 33. Sponsors Communication

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