As humans, we are, for better or worse, limited by biases and mental heuristics that impact the way we process information and make decisions. In certain situations, these cognitive shortcuts save us from likely pain and destruction. In other settings, they prevent us from tapping into the truth. For marketing leaders, research biases have the latter impact — introducing inaccuracies and confusion into consumer research.
3 Consumer Research Biases That Impact Your Findings
As any experienced marketing executive knows, biases are ever-present in consumer research.