The process of capturing marketing data should strive to minimize hypothesis and confirmation bias. This has proven to be a significant challenge for many marketers. Data that guides marketing toward success should remain agnostic and independent. If the goal is to confirm preconceived notions rather than genuinely understand opinions, there's little value in collecting such data. Therefore, marketers must objectively answer whether their aim is to influence opinions or gain insight before designing and implementing any data capture processes.
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