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It’s common for many of us to feel as if we have no biases. To make that assumption, however, would be woefully incorrect and naive.

The hard truth is that we are human, and our cultural biases make their way into every aspect of our lives, including our work.

If you’re doing market research, that’s a bitter pill to swallow. We like to think of ourselves as some of the least biased people in business. We are more aware of consumer behaviors and the psychological implications of marketing messages. Nonetheless, unconscious bias often creeps into our research design.

It’s not all doom and gloom, though. Numerous studies pinpoint the most pervasive cultural biases present when conducting market research. Being aware will help you filter them out and deliver a more unbiased research report. …

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