Research Topics:

Data Quality | Psychological/Emotion Research

Content Type:

Glossary

Demand Characteristics Definition

A threat to the external validity of a research study that occurs when research subjects temporary change behavior or performance as a result of their assumption about the purpose of the study or as a result of their awareness of being studied. Also known as the Hawthorne effect.

Demand characteristics are cues or clues within research that could encourage participants to perceive what is expected of them, then alter their behavior accordingly. This phenomenon is a threat to the validity of research because a respondent temporarily changes their opinions or beliefs as a result of an assumption about the purpose of the study. This potentially compromises the authenticity, reliability and credibility of the collected data. This situation also is known as the Hawthorne Effect. If researchers address this variable in a study, they can limit bias and enhance the accuracy of their findings.

Who relies on demand characteristics?

Researchers, marketing professionals and businesses conducting marketing research are advised to consider demand characteristics in their research. That’s because participants' altered behavior might lead to inaccurate insights and decisions based on skewed data.

Why should I care about demand characteristics?

Professionals involved in marketing research care about demand characteristics because the opinions of respondents can be altered during research. Recognizing and mitigating this behavior can make certain data collected truly reflect participants' genuine attitudes and behaviors, which enables more accurate analysis and informed marketing strategies.