All research is a little wrong

But it is insightful.

A sample size will never represent all audience members with 100% accuracy.

Participants in focus groups might fib to be nice, to not look foolish, due to fear of judgement, or to conform with other group members. We put trust into our findings, but it’s never the full picture.

We can never fully empathize with another person. But that doesn’t mean that research which is a little wrong isn’t important. It has to be in order to keep everyone on the same page for a project.