German sociologist Elisabeth Noelle-Neumann

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Are you familiar with the "Spiral of Silence" theory? Back in the 1960s, came up with a concept that states that a person tries to hide his true opinion on a matter if his views are not shared by the majority. This behavior is caused by the fear of being ignored or isolated.

The "spiral of silence" is most pronounced when the majority cayman islands cell phone number list of society is ready to openly declare its views, while a minority prefers to remain silent about them or give socially approved answers. The only exceptions are individuals who have a high level of education, are highly wealthy or very charismatic. Such individuals are less dependent on social pressure and are ready to openly express their opinions.

BRIF Research Group takes this phenomenon into account in its practice. Let's consider the effect of the "spiral of silence" using the example of marketing research: what can influence a respondent's answers during a survey and how this bias can be avoided.

The "third party effect" - the presence of strangers in the room during an interview - is a clear example of possible distortion of the opinion of the survey participant. Outsiders can actively join the conversation, impose their personal opinion, create a humorous atmosphere that encourages the respondent to give frivolous answers. During a special study conducted by the Polish sociologist K. Lutynska, 56% of third parties interfered with the conversation during the interview. Therefore, one of the mandatory conditions for conducting a personal interview is the absence of outsiders during the survey.