 Social desirability bias isn't often discussed in depth in the context of market research, but it deserves more of our attention. By 'our' I mean those who design and conduct research and also those who examine and use it. Failing to consider and account for this type of bias places a huge question mark over the validity and reliability of market research and the decisions made from it.
What is social desirability bias? Social desirability bias reflects people’s efforts to present themselves to others in a positive manner.
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AuthorDonna Bonde is the Owner and Director of Rapture Consulting. She consults to agencies and brands who want to better understand the way consumers think and behave. She bases herself in Sydney, Australia. 
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