Why ‘reality approximation’ is key to accurate research

The article discusses the reasons why asking direct questions in market research surveys can give unreliable results.

Why 'reality approximation' is key to accurate research

Kyle Findlay

Market researchers typically ask respondents what they have done in a direct manner to measure past behaviour. They ask: 'Do you drink Coke at night?' or 'How many times have you seen a television ad for McDonald's in the past month?'

However, evidence suggests that such approaches often yield unreliable data. This is due to certain characteristics of the human mind.

The human brain is a marvellous tool that performs incredibly well on a day-to-day basis, considering its inherent limitations in terms of size and resources available to it. The...

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