Derek Brown, SSI Country Manager ANZ, Australia, has more than 20 years of experience in the market research industry across operational and consulting backgrounds. Prior to joining SSI, Derek was a research director at ORC International, responsible for managing global accounts.
Derek has also worked as an operations manager at ORC International, West Coast Field Services, Hides Consulting and AC Nielsen. Derek often speaks at international conferences and events.
Dr. Shaw, England, 1799, is examining a strange creature: duck-billed, beaver-tailed, otter-footed, egg-laying Australian mammal, says it cannot be anything but an “elaborate hoax”. And why not?
For humans believe what they choose to believe – all else is fraud, an alt-fact. But we are researchers, we think we are above this. We are seekers after truth. Except when it comes to participants. Every day a client wants to axe 10%, 30% even 50% of their sample – because the participants failed their attention check. How can they trust any participants after that? Distrust comes from the unfamiliar. And perhaps we don’t know participants any more.
We present original research from a sample of researchers to understand trust levels and experience dealing with participants one-on-one. We test the extent to which commonly used attention traps are considered valid measures of attention. We show why these traps are not what they seem. We step out of our paradigm and into the world of Cognitive Psychology. We show what others know to be real, just like 1799 Australians knew the platypus was real. Then we can judge what data quality attention checks ought to look like, not what we wish them to look like.