When trusting the data goes too far

I'm not going to get into all these election rigging theories because this isn't the time or medium for that but here is what I know: THE DATA WAS WRONG. Big time.

How did this happen? I have a few theories:

1) They saw the data they wanted to see

2) They polled the people they wanted to poll

3) They ignored proven data (primaries) that disagreed with their world view

What this comes down to is that they did not believe someone like Trump would win because it did not fit their historical political model and they themselves would not vote for Trump.

What does this mean for you as a marketer?

Your data is often collected and interpreted by your inherit/implicit biases that you have no idea exist.

How can you avoid this?

Diversity of ideas, gender, age, socioeconomic status, education and geography. But most importantly, we need to get out from behind our desks and talk to real people face to face. Saying you're data driven now kind of sounds like "I'm too lazy to do real work so I'm going to rely on other companies to collect information for me and I'll turn a blind eye to the accuracy of said data."

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