Research Topics:

Data Quality | One-on-One (Depth) Interviews

Content Type:

Glossary

Friendliness Effect Definition

The tendency of respondents to agree with whatever is presented to them. Sometimes called "yea-saying" or "acquiescence bias."

The friendliness effect in marketing research describes the tendency of some respondents to agree with whatever is presented to them. Sometimes called “yea-saying” or “acquiescence bias,” this phenomenon occurs when respondents are more likely to provide positive feedback or engage in a more open manner when they perceive the researcher or the research environment as friendly, approachable and non-threatening. This effect can lead to biased responses. The friendliness effect highlights the psychological aspect of data collection. If researchers understand how a respondent’s perception of friendliness can influence responses, they can design surveys, interviews and studies that mitigate response bias.

Who is affected by the friendliness effect?

Marketing professionals, market researchers and organizations conducting marketing research studies seek out strategies to handle the friendliness effect. By creating a friendly and welcoming atmosphere for study participants, marketing professionals can encourage more authentic and honest responses and enhance the reliability of data.

Why should I care about the friendliness effect?

The friendliness effect in marketing research directly impacts the accuracy and usefulness of the insights because the phenomenon can lead to biased responses. If respondents feel comfortable, they are more likely to share genuine opinions and experiences. Ignoring this effect could result in skewed or unreliable data.