Put your trust in the right data

摘要

It seems that on a daily basis we are bombarded with research statistics. They are in adverts, public awareness campaigns and often in the workplace. There are also some weird and wonderful surveys. It would be interesting to know who funds some specific areas of market research. Ipsos MORI's Veracity Index, which measures the level of trust people have for different professions, found that 69% of people trust their hairdresser to tell the truth, compared with 21% who trust politicians and only 25% who trust journalists.