Including demographic questions in research studies is pretty common practice -with these questions usually placed at the end of a survey but sometimes used as screeners in the beginning. The resulting data is sliced and diced into subgroups which can be examined for comparison and used to extract helpful insights. But what happens when these demographic questions are not entirely inclusive, or even considered offensive? You may end up with inaccurate data, missed findings, or worse, leave your customers with a negative impression of your brand.
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Today’s post will be the first in an ongoing series about biases and other traps that can affect the results of your market research. These can come into play at any point in the process, from writing your survey or interview guide, selecting participants, or when conducting your analysis. Being aware of them is necessary not only for those conducting the research, but also client-side employees who are tasked with evaluating the work of a research supplier.