But what will people think? Getting beyond social desirability bias by increasing cognitive load

Social desirability bias reduces data quality when respondents adjust how they answer questions, leading to responses that less accurately reflect reality.

But what will people think? Getting beyond social desirability bias by increasing cognitive load

Megan Stodel

TNS BMRB

Introduction

When was the last time you donated to a charity? You might not know the exact date but you probably have a rough idea of timescale. If a stranger asked you that question as part of a survey, some of you might be completely fine answering it, happy to divulge that you have a monthly direct debit going to an animal welfare charity or you sponsored a marathon-running friend last week. However, for some of you, that question might be a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands