Jon Puleston

Vice President of Innovation
Jon Puleston is Vice President of Innovation at Lightspeed GMI, a Kantar business, where he heads an international team called QuestionArts specialising in the design of surveys and the development of specialist tools and technology for conducting research in the online and mobile arena. He acts as a consultant on survey design to companies around the world.

Over the last few years he has published numerous papers and has won nine awards for his ground breaking work exploring survey design methodology and in particular for is work in the field of gamification of research. You can find out more on his blog http://question-science.blogspot.com/

Recent Posts

How to make a good prediction

Posted by Jon Puleston on Apr 4, 2016

This is some general advice on how to make a good prediction.

1. Have an intelligent conversation with your gut instinct! 

Gut instincts are incredibly valuable when it comes to making a prediction, the best predictors often heavily rely on their gut instincts, but remember that your gut can be flawed. Your instinct is exactly that, an instinct, so any cognitive or emotional biases you have could impede your predictive success.

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Topics: Marketing Research, Prediction

What Market Researchers Can Learn from Film Script Writers

Posted by Jon Puleston on Aug 25, 2015

If you study the art of film making, it will tell you that a good film script is based around one great question. This question captures your attention from the beginning; the story that naturally emerges slowly reveals the answer. The 'question' drives the entire story.

Question: What if every day was the same?  Movie:  Groundhog Day

Question:  What if a nun was made to be a nanny?  Movie: The Sound of Music

Question: What if a really smart, innocent person went to prison?  Movie: Shawshank Redemption

Question: What if dreams and reality were inter-changeable?  Movie: The Matrix

Question: What if there's more to life than being ridiculously good looking? Movie: Zoolander

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Topics: Survey Design

How I feel is how I choose: A Gedankenexperiment

Posted by Jon Puleston on Dec 17, 2014

As market researchers we like to classify people and in particular we like to classify how people make decisions, but we have a dreadful habit of thinking that there are different types of people who think and make decision in these different ways. We define segments like loyalist and switchers, impulse vs. considered shoppers.

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Topics: Market Research

The science of prediction

Posted by Jon Puleston on Sep 19, 2014

This blog post is a short introduction to the science of prediction which is a topic that I have been totally immersed in over the last new months and recently presented about at the 2014 ESOMAR Congress with Hubertus Hofkirchner. I thought I would share some of what I have learned.

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Topics: Science of Prediction

5 Reasons You May Need To Update Your Tracker

Posted by Jon Puleston on Jan 24, 2013

Was updating your tracking study on your list of New Year’s Resolutions, but you just haven’t been able to muster the courage to do it? We know that the mere thought of tackling this project can strike fear in the heart of even the bravest researcher. It may have taken you years to get your tracker right, and you have years of tracking data to deal with. Still, in many cases it is well worth the effort. If you find yourself in one of the situations discussed below, you should pluck up your valor and forge ahead.

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Topics: Blog Post

The Answer Lies in the Question

Posted by Jon Puleston on Dec 18, 2012

Part 5 in our series, So Many Variables, So Little Time: A practical guide to what to worry about when conducting multi-country studies.

When it comes to conducting multi-country research studies, our research has shown that the way questions are posed to respondents can greatly influence the results of surveys. In fact, question design factors are the single most important means of improving the overall quality of data.

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Topics: Blog Post

Getting Nowhere Fast: The Impact of Speeders in Multi-Country Studies

Posted by Jon Puleston on Dec 11, 2012

Part 4 in our series, So Many Variables, So Little Time: A practical guide to what to worry about when conducting multi-country studies

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Topics: Blog Post

Vive la Difference

Posted by Jon Puleston on Nov 28, 2012

Part 2 in our series, So Many Variables, So Little Time: A practical guide to what to worry about when conducting multi-country studies

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Topics: Blog Post

What It Is and What It Isn’t — 8 Things Everyone’s Asking about Gamification

Posted by Jon Puleston on Nov 13, 2012

We are approaching the end of a particularly busy year, in which I had the honor of speaking at events on four continents about a topic that now appears to have become part of my identity: Gamification of research. In those sessions and in the GMI booth, I and my colleagues had dozens of discussions with people interested in the topic. Thinking back over those chats, we noticed that some questions came up repeatedly. So, I thought it would be helpful to provide this brief Q&A.

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Topics: Blog Post

Can Survey Gaming Techniques Cross Continents?

Posted by Jon Puleston on Sep 21, 2012

Those who know GMI know that we have dedicated a significant amount of time to studying creative survey techniques. We have done a lot of research on research, and found, as other researchers have, that gamification techniques have been shown to increase data quality by reducing dropout rates and effectively engaging survey respondents.

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Topics: Blog Post

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