Wednesday, April 23, 2008

Biased? Who me?

I’m blogging about the compromises we make when we conduct focus groups (no, I haven't forgotten the magic silver bullet. Just a few more blogs to go...).

Today, it’s all about biases.

How someone looks, the way they speak, the number of mini-pizzas they eat during the group…all these factors influence the way we ‘hear’ them.

At a superficial level, most researchers are trained to acknowledge and try to minimise these biases. But it’s a tall order, and quite unrealistic, to expect that we can put these biases aside completely.

Without shadow of a doubt, personal biases impact on how we perceive, and deal with respondents within the group environment. Not to mention how biases impact on the way respondents perceive, and deal with each other and the group dynamic. 

2 comments:

joana lui said...

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