In the popular War Stories column, which has run sporadically in Quirk's since 1994, Art Shulman, president of Shulman Research in Van Nuys, Calif., presents humorous tales of life in the research trenches, based on his own experiences and those of researcher friends and colleagues. Each month in our e-newsletter we feature a few anecdotes from past War Stories columns.
Becky Fangman reports a mall study her company conducted where it was hard to determine if one specific child was male or female. When the interviewer asked, “What is your sex?” the child answered, “Oh, I’m too young to have sex.”
Moderator Saul Cohen reports that just prior to a focus group session with a new client not versed in market research he was going over the screener when she exclaimed, “I can’t wait to see this focus group.” When Cohen asked why, she pointed to the bottom of the screener and said, “Record sex,” except she pronounced it “Reh-cord sex.”