Global market research is susceptible to many types of analysis bias, and three of the big ones are confirmation bias, inattentional blindness, and cultural bias. While many forms of bias can thwart the efforts of the most diligent researchers in any kind of project, these are three that are very common in global research. So, when planning such studies, we need to plan ahead to mitigate these known risks.
Awareness of these common types of bias, and how they may apply when analyzing global research results, is more than half the battle! This was the topic for a recent episode of Conversations for Research Rockstars.
In this episode, President and Lead Instructor Kathryn Korostoff shares practical advice on how to identify and reduce researcher biases that are very common in global research, with definitions and examples of confirmation bias, inattentional blindness, and cultural bias. As Market Research & Insights professionals, we always seek to analyze and report our research results in a way that is objective, thorough, and unbiased. This episode shows how we can optimize the integrity of our global research studies.
It’s important to note that the risk of analysis bias applies to all market research methods, including surveys, focus groups, and social media analysis. Please enjoy the episode, Avoiding Analysis Bias in Global Research Studies, on YouTube, Apple Podcasts, or Spotify.
