Andrea Appleton
The Best Way to Reduce Research Bias Is Hiding in Plain View
In the late 1970s, groups of soda marketers descended on the nation’s malls. They gave shoppers two unmarked cups, one filled with Coke and one with Pepsi. Tasters were asked which they preferred. The Pepsi Challenge was a marketing gimmick, but it was based on a classic scientific tool, the blind experiment. If a person […]
