• Robert Walker

Why Attention Checks Are Essential

Updated: Apr 20, 2020

Tabulation of trap question

Typically, when we conduct research of any type, at least two "trap questions" are included.

Take the above example. The results are from a 2019 study on a consumer product in which we asked: "Which word best describes two people"? Pretty obvious

Did you know that more than 10% think that Walmart describes two people? These are "insights" that we can do without! Overall, 16% of the responses were (at worst) fraudulent, or (at best) inattentive.

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