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.

1. Statistics are dead!
Long live statistics!
Annie Pettit, PhD CAIP FCRIC
Chief Research Officer, North America
E2E Research
10 November 2021

2. Sponsors
Communication

3. Statistics are dead! Long live statistics!
Annie Pettit, PhD CAIP FCRIC
Chief Research Officer, North America
E2E Research
Annie.Pettit@E2Eresearch.com

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. Preferred,
p=0.11
Current Package
New Package

6. Preferred,
p=0.11
Preferred
p=0.07
Current Package
New Package

7. Preferred,
p=0.11
Preferred
p=0.07
Preferred
p=0.05
Current Package
New Package

8. p-values pique attention.

9. Tested
with n=25
New Package
Current Package

10. Tested
with n=25
Tested
with
n=150
New Package
Current Package

11. Tested
with n=25
Tested
with
n=150
Tested
with
n=300
New Package
Current Package

12. Sample sizes give comfort.

13. 49%
51%
0%
10%
20%
30%
40%
50%
60%
70%
Preferred
by 51% of
people
New Package
Current Package

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. 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. Effect sizes create excitement.

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
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. Why are we so dependent on p-values?

20. Reason #1:
We use p-values because
we don’t understand our data.

21. 21
Reason #2:
We use p-values
to speed up searching through tabulations

22. 22
Reason #3:
We use p-values because we didn’t plan ahead

23. We SHOULD use
statistical tests as an AID to our
personal judgement.

24. 1. Plan ahead
24

25. 1. Plan ahead
2. Understand the category from end to end
25

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. 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

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. 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. 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. Q & A
Ray Poynter Annie Pettit

33. Sponsors
Communication