Validating insights that fall into social desirability bias

Consumer insights often present topics that deal with socially undesirable situations. These statements can tap into areas such as social preconceptions, the need to fit into a group or social image desires. In these cases, such insights may fail to validate, not necessarily because they don’t resonate with consumers or are not true, but rather because social desirability bias leads to low identification with the insight. In other words, low scores can be caused by the reluctance to admit embarrassing or socially unaccepted situations.
As this was the case in specific innovation platforms (e.g. consumption of alcohol for its ‘buzz’), we decided to collaborate on a taboo-focused research, to better understand how to counter this bias.
Together with Heineken, we set up an insight validation study aiming at testing different formulations of insights previously identified as ‘taboo insights’ which had failed validation. Three test cells were set-up:

  1. Original taboo insight (control cell)
    Example: ‘When in a disco, I want to fit in as one of the crowd…
  2. Positioning the insight in a positive emotional context
    Example: ‘When going out I enjoy that feeling of being part of a group…
  3. Presenting the insight in the third person, with even more context, through storytelling
    Example: ‘When going out we’re usually just sharing good times and catching up….

The results were quite clear. Taboo effect can be minimised: whilst performing equally on all other KPIs, the Consumer Relevance KPI increases when positive (test cell 2) or storytelling (test cell 3) formulations are used.
A second confirmed hypothesis was that asking the relevance question in the third-person perspective (‘Do you think others would personally identify with this insight?’) would lead to higher Relevance scores, specifically in these insights. Since then, this question has been integrated in our studies, allowing the identification of potential taboo insights, in the case where considerable differences are observed versus the first-person identification question results.
Taking everything into account, taboo insights can and should be tested. Having this in mind, it is important to minimise the social desirability bias impact, by re-formulating the insights in a positive manner or by providing a storytelling context – naturally remaining faithful to the core insight idea.
Want to find out more about how insight validation can help you unlock the insights with the greatest innovation, activation or branding potential?
Download our free paper on Digging for Gold: How to select those consumer insights that will change your business.

Or our From Validating to Understanding: Why measuring insight strength is not sufficient.

You might also be interested in

Black man with Rubik's cube

Keep your strategy in tune with consumers’ needs via Price Sentiment Trackers

Written by Yvonne Feucht

How tracking price sentiment helps you ensure that your price and product strategies stay in tune with consumer and retailer needs

InSites Consulting expands European footprint with the acquisition of Happy Thinking People

InSites Consulting expands European footprint with the acquisition of Happy Thinking People

Written by Anke Moerdyck

Strengthening our European footprint, we’re excited to announce our latest acquisition in the region with Happy Thinking People, headquartered in Munich and spanning Germany, Switzerland, and France. Happy Thinking People was founded in 1989 as a qualitative boutique, and today an international market research and innovation consultancy, ranking #1 on Innovation and Creativity in Germany (Marktforschung.de 2021).

Insight Activation - People on power box

The 4 C’s of Insight Activation

Written by Lisa McFarland / Tom De Ruyck

Discover how you can activate internal stakeholders, turning insights into action and business impact. Understand the activation spectrum.