Defining Insight in a Post-Truth Era - Blog | FlexMR

In 2016, 'Post-Truth' was the Oxford Dictionaries' international word. The definition of post-truth is: “Relating to or denoting circumstances in which ... close Readytolevelupyourinsights? Getreadytostreamline,scaleandsuperchargeyourresearch.FilloutthisformtorequestademooftheInsightHubplatformanddiscoverthedifferenceinsightsempowermentcanmake.Amemberofourteamwillreachoutwithintwoworkingdays. close Costeffectiveinsightsthatscale Qualityinsightdoesn'tneedtocosttheearth.Ourflexibleapproachhelpsyoumakethemostofresearchbudgetsandbuildanagilesolutionthatworksforyou.Filloutthisformtorequestacallbackfromourteamtoexploreourpricingoptions. Booka Demo Request Pricing ContactUs Menu Home InsightHub WhatisInsightHub? 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Readmore 7MINREAD EmilyJames InsightsEmpowerment(19) PracticalApplication(116) ResearchMethods(271) StrategicThinking(145) Tech&Trends(378) Videos(1) In2016,‘Post-Truth’wastheOxfordDictionaries’internationalword.Thedefinitionof post-truth is:“Relatingtoordenotingcircumstancesinwhich objectivefactsarelessinfluential inshapingpublicopinion thanappealstoemotionandpersonalbelief.” Thisdefinitionimpliesthatpost-truthsarecreatedfrompeople’sperceptionsoftheworldandwhattheybelievetobetrueisderivedfrompersonalbeliefs(perhapsinfluencedbyothers)andemotionalinstinctsratherthanfacts.Drawingconclusionsthiswayandcreating‘alternativefacts’meansthatalmostanythingcanbecometrue–whetheritiscorrectornot. Alternativefactsarenotanewconcept,theyhavebeenpartofjournalismandpoliticsforcenturies.However,inthisageofdigitaladvanceandsocialmedia,theenhancementofreadilyavailableinformationandroundtheclockaccessibilityfuelstheblurredlinesbetweenwhat’strueandwhatisn’t,alsotheinfluxandvolumeofinformationavailablemakesithardertodistinguishbetween‘facts’and‘alternativefacts’.Inthepost-trutheraperceptionofinformationisjustasimportant,ifnotmoreimportantthaniftheinformationistrueorfalse(canbeprovedordis-proved).   TweetThis Inthepost-trutheraperceptionofinformationisjustasimportant.ifnotmoreimportantthanwhethertheinformationistrueorfalse WhatisInsight? Wheninvestinginresearch,allbusinessesexpecttoachieveinsightfromtheirfindings.Insightprovidesdirectiontoaction-inabusinesscontext;whatthebusinesscanimprove/revieworareastheyshouldlooktoinvestigatefurther. Therearemanywordsassociatedwith‘insight’butultimatelyit’sadeeperunderstanding,farbeyondthefacts.Whatdefinesinsightfromdataisthatitincorporatesthejourneyandempathyincludedintheoverallresearchprocess.Ittellsthestory objectively -essentialfordeterminingtheareasthatrequireattentionandcreatingrelevantaction. ThePost-TruthParticipant Asdiscussedabove,thepost-trutheraisonewherepeople’sopinionsaremoreimportantthanfactsandthatfactsareactuallybasedonopinionsandinterpretations(alternativefacts).Whengatheringfeedbackinaresearchsetting,weoftenrelyonparticipants’emotionalandperceptualresponsestoprovidethefindingswhichwethenusetoproveordisproveahypothesis.Thiswouldsuggestthattheconceptofpost-truthispartofdatacollectionandisincorporatedintoallparticipantresearch.Whenweconsidertheinsightderivedfromapieceofresearchinvolvingparticipantsthen,itishighlylikelytoincorporatealternativefacts.   TweetThis Theinsightderivedfromapieceofresearchinvolvingparticipantsishighlylikelytoincorporatealternativefacts ThePost-TruthResearcher Miss-interpretationofresultsmayalsobeaneffectofthepost-truthera.Ifaclient(betheyinternalorexternal)interpretsaninsightusingtheirbeliefsandemotionalresponse-perhapsnotthewaytheinsightwasintendedtobeunderstood-theactionsresultingbecometheresultof their post-truthoralternativefacts. Thiscomesbacktotheblurredlinespresentedbyalternativefacts.Iftheobjectiveinsightsarenotclearlyexplainedbytheresearcherdeliveringthem,thereisroomforsubjectiveclientre-interpretationandinthiscircumstance,apotentiallydetrimentalchangeinmeaning. Toprotect‘participantfacts’whenconductingresearch,researchersmustbemindfulofbiasandotheraspectsthatcouldleadorinfluencerespondents.Toproducestrongandmeaningfulinsightstheresearchermustbetransparentabouttheircreation(samplesize,researchmethodsused,etc.).Theymustensurethefeedbackacquiredisauthenticwhilstmaintainingafullunderstandingoftheclients’objectivestoensurerelevancy.Andtheymustreportand/orpresentwithunequivocalclarity. Conclusion Post-truthinamediacontextcanoftenbeseenasawaytoinfluenceorwrongfullyeducatepeoplewith‘fakenews’.WhilstIhavepresentedwaysinwhichpost-truthdoeshaveapresenceinmarketresearch,inthiscontextitdoesnotattempttopresentorusealternativefactsintentionallyorwrongfullybutinevitablytheyplayapartinbothparticipantfeedbackandinsightcreation. AboutFlexMR WeareTheInsightsEmpowermentCompany.Wehelpresearch,productandmarketingteamsdriveinformeddecisionswithefficient,scalable&impactfulinsight. AboutGraylingFerguson GraylingoverseestheFlexMRHelpDesk,ensuringthatourclientsreceivethetrainingandsupporttheyneedtosucceed. Stayuptodate Youmightalsolike... ExpertsExplainHowtoGettheMost... Qualitativeandquantitativeresearchtechniquesarethestaplesofmarketresearchmethodologies.Withoneconcentratingongleaninglogical,statisticalinsightsandtheotherspecialisingindiving... Readmore 8MINREAD Infographic:CommonPanelHealthIs... 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