Why so much research is misleading

A tip when you are reading posts citing 'research' stats on what business leaders or consumers are doing.

👉 Add "say they are" to most of the claims.

For example, "Nearly half of content marketers use AI to brainstorm new topics, and 46% use it to research headlines and keywords."

I'm guessing this stat is based on self-reported claims, so it should read: "Nearly half of content marketers SAY THEY use AI to brainstorm new topics, and 46% SAY THEY use it to research headlines and keywords."

Why is this important?

Because just because people SAY they do something doesn't mean they DO.

👉 👉👉 Don't build your business around self-reported behaviour. You'll waste money, time and brainpower.

Before believing a stat, look for (a) research method and (b) what product the 'research' is selling.

And after you've done that, learn from the reliable behavioural science I include in my course.