Letter - ...and we need to drive credibility
The truth surely is that neither side comes out of the 'sexiest walk survey' issue very well. The agency and its client for failing to use credible research and the media for publishing it. I have to say that in our experience journalists are rarely interested in the statistical basis of a survey, which is unfortunate for those of us who do things properly. Perhaps this will now change things. I hope so!
Mark Westaby, founder and director, Spectrum Consulting.
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