How reliable is public research? Can you trust those government or media covered surveys?
In the same week as we shared some examples of public segmentations, the BBC drove plenty of media coverage on the results of its latest “Happiness Test” research. Beautifully presented within its iWonder section, it captured the public imagination, especially in terms of evidence for traditional stereotypes in some areas of the country.
On the surface there was much to praise here. At a time when research is suffering being neglected by those interested in Big Data + Predictive Analytics, it is great to have such high-profile coverage for a large survey.
Sharing their data, and visualising it in a way that’s accessible for the general public, is the kind of data reciprocity and PR that public research really needs. It also captures the media & public interest, because it’s fun; a “where should I live?” game. (more…)