Lyndall founded Fifth Dimension Research in 2006 and has over 20 years’ experience in management consulting, market research and marketing consulting.
Lyndall specialises in driving behavioural change strategies, the development of new products and services, improving communication and brand strategies and identify future needs and trends across a wide range of industries.
You might have come across recent articles in social media reporting that people who use profanity are more intelligent, honest, and funnier – and if you have a potty mouth yourself you probably think they are right! But are they? Historical beliefs tell us that the use of profanity is an indicator of someone who exhibits norm-violating behaviours such as being dishonest, criminal activity and general anti-social behaviour.
As market researchers, we have also tended to remove respondents from studies when they have used foul language believing these respondents are more likely to have given dishonest feedback.
We will present our analysis on the use of profanity in market research and provide insights around: