Earlier this month Adobe published a study that claimed to be a “global benchmark study on attitudes and beliefs about creativity at work, school and home”. It makes interesting and accessible reading – including nice pie charts and bar charts and attractively presented text. You can see it here. The problem is that it’s not global. Only five countries were included – US, UK, Germany, France and Japan. The study’s five countries have a total population of well under one billion, indeed closer to half a billion. So that represents less than 10% of the world’s population. They also exclude the BRIC emergent economies (Brazil, Russia, India & China) which together account for over three billion people. Actually South America is entirely missing. As is Australia. The lesson? Beware of over-selling the results of your research. Your research may have produced helpful insights and interpretations of skilfully analysed data. Don’t lessen the report’s impact by over-selling it! What do you think? Get in touch if you want to discuss how I can help you with report writing.
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