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Fake News and the Impact on Market Research
Fake news has been making headlines recently. Which got me to thinking; In a world where the latest hit of fake news is becoming part of our daily routine, are we researchers also sometimes guilty of misleading audiences in the way we deliver research data? After all, we are consumers as well as professionals and so are the clients and brand owners we are delivering to. Is there a temptation, subconsciously or not, that our reporting of the facts could be influenced by the motivation for a ‘wow’ factor? Furthermore, we are in an age of disruption; new market entrants, game changers and challenger brands are constantly bringing the shock element to the fore. Are we being primed to not only expect it but to seek out shock? With these questions in mind and being a marketer (a profession openly discussed for its dressing up of and manipulation of facts!) in market research, I decided to delve a little deeper and explore the impact of content delivery and both the risks and rewards involved. This presentation will share findings from a number of studies, specifically exploring;
• Are we primed to take more notice of “fake” pieces of research information?
• Storytelling- the power of facts or overpowering facts?
• How the use of imagery impacts how we process information
• Using visuals to highlight or exaggerate data differences
• Quirky, mind-sticking data vs valuable, relevant data: what do we remember?
