People lie. That’s a
fact. Sometimes when they don’t even
mean to lie. The situation, the way you
ask the question, the surroundings… all contribute to folks’ responses. But you can optimize your chances for the
truth by manipulating external forces.
Here are some variables you can pay attention to for your
next Focus Group or Collaborative Collective Intelligence Challenge…
Bigger Is NOT Better
If you want to be sure your participants are operating in
an ethical manner, you might want to squeeze them into a tight space. You might not appear to be the most cordial
host, but if you give folks roomy chairs, they’re more likely to reasonably
consider a false response. Expansive
postures encourage people to relax the rules.
People in wide poses are more likely to overlook flaws in your product
or within others’ ideas. A large work area encourages and positions
people to be more likely to cheat. Those
in spacious seats are more likely to ignore instructions. In fact, in NYC, a study showed that cars
with larger passenger compartments were more likely to double park.
Sort of makes me think we should not be surprised in the
future if people bend the rules during a Passover Seder ("Why is it that
on all other nights we eat either sitting or reclining, but on this night we
eat in a reclining position?")
Conservatives Are More Liberal Than They Think
For those on your team or in a Focus Group who self
describe as “Conservative” or for that matter the older people on your team,
you can expect them to act even more conservative when you pose a question. It
turns out that people who reported being in the center and on the right
actually held views on the issues that were more liberal than their
partisanship would suggest. But people who are somewhat conservative identify
as even more conservative as an expression of loyalty when it comes time to
finally vote on a topic. It probably
stems from a desire to keep things status quo.
OK, Bigger IS Better
It all depends on how you ask the question. If you offer a product that is “double sized”,
“king sized”, people will think it is worth more whether it is truly bigger or
not. Studies show people are willing to
pay more for equivalent portions with larger sounding labels. In fact they ate less of a portion when it
had a larger sounding label.
Doubting Thomas Notes Details
If you want people to pay attention to details, the minor
differences in your new product…If you want people to give your offering a
fighting chance…Put them in a distrustful state. If your audience thinks they might be
hoodwinked, they’ll put a keen eye on the topic at hand. A distrustful frame of mind causes people to
pay attention to dissimilarity, including how things may be different from
stereotypes.
I Must Be Right…Everyone Agrees With Me
There is a famous notion that the winning project is the
one suggested by THPPITR (The Highest Paid Person In The Room). If you ever wondered why these CXO’s are
comfortable with this path, they’re not acting with guile…it’s likely because
they think everyone in the room agrees with them. Studies show senior executives will assume
everyone shares their values. They can
even project their moods on to others.
If these senior executives are part of your ideation team,
you might want to figure out a way to democratize the process so their opinions
and votes are of the same value as other team members.
Wrap Up
This reminds me of something I heard in a college course
entitled “How to lie with statistics”.
They pointed out that a company who sold toothpaste asked dentists what
toothpaste they preferred. The fact was
they kept asking more and more dentists until they finally got a sample where “9
out of 10” dentists agreed their toothpaste was the best. They might have had to ask a few thousand
groups of ten until they got there…but they were quite patient and required a
certain response.
The Truth? You can’t
handle the truth! Or maybe you can’t
necessarily trust what you’re hearing if the situational circumstances are
skewed against you, or in the favor of a choice you wouldn’t prefer.
Yap, A. et al., “The Erogonomics of Dishonesty: The Effet of Incidental Posture on Stealing,
Cheating, and Traffic Violations,” Pscyhlogical Science (forthcoming).
Zell, E. & Bernstein, M., “You May Think You’re Right…Young
Adults Are More Liberal than They Relize,”Social Psychological and Personality
Science (forthcoming).
Just, D. & Wansink, B., “One Man’s Tall is Another Man’s
Small: How the Framing of Portion Size
Influcences Food Choice, “ Health Economics (forthcoming).
Posten, A.-C. & Mussweiler, T., “When Distrust Frees
Your Mind”, Journal of Perosnialty and Social Psychology (forthcoming).
Overbeck, J. & Droutman, V., “One for All: Social Power
Incrases Self-Anchoring of Traits, Attitudes, and Emotions,” Psychological
Science (forthcoming).
Ron Shulkin blogs researches and writes about enterprise
technology focused on social media, innovation, voice of the customer,
marketing automation and enterprise feedback management. You can learn more about Ron at his biography
web site:www.shulkin.net.
You can follow him Twitter. You can
follow his blogs at this Facebook
group. You can connect with Ron on LinkedIn.
Ron Shulkin is Vice President of the Americas for CogniStreamer®, an innovation
ecosystem. CogniStreamer serves as a Knowledge Management System, Idea
Management System and Social Network for Innovation. You can learn more
about CogniStreamer here http://bit.ly/ac3x60 . Ron manages The Idea Management Group on
LinkedIn (JoinHere).
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