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Fake News and the Impact on Market Research

Fake news has been making headlines recently. Which got me to thinking; In a world where the latest hit of fake news is becoming part of our daily routine, are we researchers also sometimes guilty of misleading audiences in the way we deliver research data? After all, we are consumers as well as professionals and so are the clients and brand owners we are delivering to. Is there a temptation, subconsciously or not, that our reporting of the facts could be influenced by the motivation for a ‘wow’ factor? Furthermore, we are in an age of disruption; new market entrants, game changers and challenger brands are constantly bringing the shock element to the fore. Are we being primed to not only expect it but to seek out shock?With these questions in mind and being a marketer (a profession openly discussed for its dressing up of and manipulation of facts!) in market research, I decided to delve a little deeper and explore the impact of content delivery and both the risks and rewards involved. This presentation will share findings from a number of studies, specifically exploring;
• Are we primed to take more notice of “fake” pieces of research information
• Storytelling- the power of facts or overpowering facts?
• How the use of imagery impacts how we process information
• Using visuals to highlight or exaggerate data differences
• Quirky, mind-sticking data vs valuable, relevant data what do we remember?

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Fake News and the Impact on Market Research

  1. 1. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 Fake News and the (poten0al) Impact on Market Research Becki Southern Marke0ng Director, Asia-Pacific
  2. 2. What are the emerging technologies in Market Research? Ray Poynter, The Future Place Festival of #NewMR 2018 NewMR 2018 Sponsors Pla0num Gold Silver Communica0on Your name here? S0ll 0me to be a 2018 NewMR Sponsor
  3. 3. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018
  4. 4. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 But Fake News often seems to punch above its weight Fake facts seem to get a lot more exposure than real facts
  5. 5. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 Is this true and if so what makes fake news successful? Is it the news itself or more to do with how its delivered?
  6. 6. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 We are the heroes of research facts!
  7. 7. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 Are we looking for the ‘wow’?
  8. 8. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 Experiment Part 1 Tes0ng recall of Fake v Real facts •  Respondents shown 8 facts about supermarket shopping: §  Half real & half fake •  To see which facts were beSer remembered the real or fake ones •  To see if we remember facts that are counter to our own opinions more than ones that confirm our opinions
  9. 9. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 28% love supermarket shopping 33% find it stressful 60% 0me their shopping trips to avoid the crowd 51% do a regular weekly shop 46% make a shopping list 35% always check the labels 60% try to buy the cheapest 58% chat to the person on the checkout 63% love supermarket shopping 59% find it stressful 27% 0me their shopping trips to avoid the crowd 23% do a regular weekly shop 75% make a shopping list 69% always check the labels 30% try to buy the cheapest 24% chat to the person on the checkout The fake The facts (and non-facts!) The real
  10. 10. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 0% 10% 20% 30% 40% Mention the real fact Mentioned the fake fact Fake Real Fake Fake Fake Fake Fake Real The results 6 out of 8 fake facts got better recall
  11. 11. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 Facts to predict ….% love supermarket shopping ….% find it stressful ….% 0me their shopping trips to avoid the crowd ….% do a regular weekly shop ….% make a shopping list ….% always check the labels ….% try to buy the cheapest ….% chat to the person on the checkout
  12. 12. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 28% love supermarket shopping 33% find it stressful 60% 0me their shopping trips to avoid the crowd 51% do a regular weekly shop 46% make a shopping list 35% always check the labels 60% try to buy the cheapest 58% chat to the person on the checkout 63% love supermarket shopping 59% find it stressful 27% 0me their shopping trips to avoid the crowd 23% do a regular weekly shop 75% make a shopping list 69% always check the labels 30% try to buy the cheapest 24% chat to the person on the checkout The fake More real facts were predicted accurately The real The results
  13. 13. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 The results Counter intui0ve Counter intui0ve Counter intui0ve Counter intui0ve Counter intui0ve Counter intui0ve Counter intui0ve Counter intui0ve 0% 5% 10% 15% 20% 25% 30% 35% 40% Love stress Time Regular list Labels Cheap Chat 8 out of 8 counter intuitive facts get better recall
  14. 14. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 Is this a sense check on real data being boring?
  15. 15. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 The results Only 3 out of the 8 fake facts are more accurately remembered 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Love stress Time Regular list Labels Cheap Chat Closely recalled the real figure (+/-5%) Closely recalled the fake figure (+/-5%) Fake Real Real Fake Real Tie Fake Real
  16. 16. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 Warning! This was one simple experiment testing small number of facts and should be treated as anecdotal evidence To quote it you may be disseminating fake news!!!
  17. 17. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 Experiment Part 2 Does delivery have an impact? The facts were delivered in four ways: •  To see if a narrative enhances fact recall •  To see if imagery increases fact recall •  To see what type of imagery best improves fact recall •  To see if using a pre-quiz where respondents had to predict the answers improves recall 1. Text only 2. Story form 3. Visualised with icons and images 4. Primed with a pre-quiz
  18. 18. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 Story form Do you enjoy supermarket shopping? We have recently conducted some research which revealed that only 28% of people enjoy supermarket shopping. 33% found it stressful. What was it that they disliked most about supermarket shopping? ..crowds of other shoppers! 60% try to time their shopping trips to avoid the crowd. We learnt that there are 2 types of supermarket shopper. "the planners" who do a regular weekly shop and "On demand" shopper who just shop when they need to, which type do you think you are? …Planners are in a very slight majority, 51% of people say they do a regular weekly shop. And do you use a shopping list?….If you do, you are in a slight minority, only 46% of people use a shopping list when they go supermarket shopping. What about checking prices and looking at the labels are these things you do? …Whilst 60% of people check prices and try to buy the cheapest, only 35% read the ingredient labels. Finally, when you get to the check out are you one of the 55% of people who chat to the person on the check out til, or one of the 45% who don't?
  19. 19. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 The results Recall improves by 25% with simple storytelling 1.9 2.4 0.0 0.5 1.0 1.5 2.0 2.5 3.0 Text facts Facts told as story Average number of facts recalled (prompted)
  20. 20. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 Visuals
  21. 21. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 1.9 3.3 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 Text facts Visualised facts The results 70% more facts remember ed overall Average number of facts recalled
  22. 22. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 The results We found some types of visuals stood out more and in some cases the text alone was actually more memorable
  23. 23. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 The results Visuals that worked were the ones that simply re-enforced the facts 22% recall 35% recall
  24. 24. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 The results Visuals that worked were the ones that simply re-enforced the facts 34% recall 30% recall
  25. 25. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 The results Emotive and more ‘human’ images have a greater impact 15% recall 18% recall
  26. 26. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 The results But visuals need to effectively communicate facts, not distract from the information 35% recall 26% recall
  27. 27. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 The results Representative image choice can be complicated Time Crowd
  28. 28. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 Pre-quiz motivation
  29. 29. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 The results Average number of facts recalled 1.9 3.0 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 Text only Pre-quiz Challenging boosts spontaneous recall by over 50%
  30. 30. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 The results ‘Pre- motivation’ is the strongest method of recall 39% 39% 45% 51% 0% 10% 20% 30% 40% 50% 60% Text Story Visualised Pre-quiz % of facts precisely recalled (prompted)
  31. 31. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 •  We are naturally drawn to any facts that are counter intuitive – so we naturally notice and remember fake facts more readily •  The way we deliver information matters •  Searching for the ‘interesting’ might be less significant than it appears •  Overfit- no harm in double checking otherwise could be in danger of delivering fake news to your client •  Inflate or deflate- delivery can override the fact itself •  Visuals magnify our curiosity but use them wisely- emotive, resonating images get more accurate recall than hard-hitting images •  Consider a pre-quiz or pre-engagement with your audience to focus their mind for data retention Key Takeaways
  32. 32. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 Fake news spreads like wildfire Don’t let it be in your presenta0on!
  33. 33. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 Thank You! Becki Southern Marke0ng Director, Asia-Pacific rebecca.southern@lightspeedresearch.com LinkedIn: Becki Southern Your Photo
  34. 34. Fake News and the (poten0al) Impact on Market Research Becki Southern, Lightspeed Festival of #NewMR 2018 Q & A Becki Southern Lightspeed Sue York NewMR
  35. 35. What are the emerging technologies in Market Research? Ray Poynter, The Future Place Festival of #NewMR 2018 NewMR 2018 Sponsors Pla0num Gold Silver Communica0on Your name here? S0ll 0me to be a 2018 NewMR Sponsor

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