If you've been on Instagram or Facebook recently, you've probably seen the hashtag #nofilter. This means that no special effects or filters have been applied to enhance or modify the picture. In other words, what you see is what you get—it’s an authentic portrayal.
As marketers or researchers, our job is to discover consumer truths. We accomplish this through qualitative or quantitative primary research, understanding market trends, and good ol’ first hand observation. But sometimes along the way, the truth can get shifted, altered, polished—or in some other way—filtered, which can ultimately lead to faulty decision making or sub-par execution in market.
Here are some common “filters” to watch out for and a few quick tips to help:
So, the next time you participate in qualitative research or analyze consumer survey results, make sure you use #nofilter to get the most authentic and insightful view of your consumers or customers.
Sarah Faulkner, Principal, Faulkner Strategic Consulting