SIG Resource Center

Skeptical Knowledge Seeking


How accurate is the data in our market research? As more channels of information are available to more people, the potential for reporting errors continues to grow. In this episode, Cynthia Lesky, president of Threshold Information, shares her perspective on why we must become "skeptical" knowledge seekers. Cynthia discusses ways to detect errors, identify bias (intentional or not), and avoid using erroneous data in making our daily business decisions.

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