Believability bias

Because research is perceived as a means of reducing the inherent risk in decision making, we want to believe the findings whether they’re true or not. It’s human nature.

In truth, market research is the cause of countless product failures, political blunders and misguided strategies that have wasted billions of dollars.

New Coke, Crystal Pepsi, Arch Deluxe, Sony Betamax, Zune, Gap’s new logo all researched well. All bombed.

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