Yea saying (market research)

Also known as acquiescence bias, yea saying is a phenomenon which occurs from certain respondents tending to agree with whatever is said to them, regardless of their true opinion. Reducing the tendency towards yea saying is crucial in market research.

Yea saying often occurs when either the researchers, or other respondents, are too friendly towards one another during interviews or focus groups – resulting in inaccurate data as responses do not accurately reflect one or more respondents' actual thoughts, feelings or opinions. This bias can also be caused by participants' lack of motivation to engage with the survey. This could be the result of the survey being aimed at the wrong audience, it may be too long, or the questions may not be clear.

Mitigating yea saying is essential in market research in order to acquire reliable and accurate data from respondents. Yea saying often leads to highly inflated numbers of positive answers that do not reflect real consumer behaviour and preferences. This not only decreases the quality and effectiveness of the research, but it can also result in misguided business decisions. Reducing the likelihood can significantly improve the outcomes of the research.

Yea saying is avoidable to some degree with the right measures in place. These measures can include looking for patterns of high agreement/positivity in the data. Moderators can challenge respondents in their answers to uncover their true opinions which are more highly valued. Wording questions neutrally to avoid directing participants towards a preferred answer can also help.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.