How Focus Groups and misleading KPIs make us look shallow

In a famous experiment, American psychologists Timothy D. Wilson and Jonathan W. Schooler invited grad students into a room to look at different posters. Participants were told that the purpose of the experiment was to examine the different kinds of visual effects that people like in pictures and drawings. The posters consisted in pictures from two expressionists painters, Nympheas by Monet and Les Iris Saint Remy by Van Gogh, and two pictures with humorous cats, captioned "Gimme a Break" and “One Step at a Time”. They were individually invited to examine the posters in a room and to answer a questionnaire that they were to hand in at the end of the experiment. Participants were randomly cho


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