В #instagram We are surrounded by successful people. They constantly go on vacation, sit in restaurants, and engage in creative activities.

Status is important to all of us. If you can't become one, you want to appear to be one. At least for people we barely know and are unlikely to meet in real life.

And this is a reminder to keep in mind when conducting market research. People lie.

For example, a global survey of periodical readers was once conducted in the United States. And a huge number of Americans said they adored Harper. It was a monthly magazine about literature, politics, culture, economics, and art. But for some reason, it was sold in extremely modest circulation. Very few people remembered True Story, a tabloid with "real" stories of people (like modern reality shows, only on paper). Its sales were measured in millions.

The survey only helped to measure the level of snobbery among the population. To obtain objective data, it would be more correct to go door-to-door and simply buy/ask people to hand over old magazines for recycling.

In general, according to the results of sociological surveys, we are surrounded by people who are more educated, sensible, knowledgeable and health-conscious than we actually are. Therefore, the less we ask people, the better. It is better to observe and conduct experiments. #cmm