How to tackle cultural response bias to gain more accurate insights

How to tackle cultural response bias to gain more accurate insights
3 minute read
Jaimie Smits

Have you ever been asked, “Do you like this shirt?” and even if you didn’t, you responded with something like, “Hmm not for me, but it could look nice on you”? This hesitation might reveal your cultural response bias.

While not a new challenge, cultural response bias is still a big challenge in market research, especially when comparing data across different markets. We often observe overstated or understated results, and we point our finger at respondents, rather than critically examining our own questionnaires. We expect respondents to share their honest thoughts and opinions, but do we speak our respondents’ language? How can we leverage our knowledge and cultural sensitivity to overcome this bias?

In this article, we’ll explore how the way we ask questions influences the answers we receive. Discover two practical tips to enhance your questionnaires for cross-market studies.

What is cultural response bias?

Cultural response bias is the tendency of individuals to respond to surveys in a way that aligns with their cultural norms and values, rather than sharing their true opinions. This is particularly apparent when we ask for negative feedback. Cultures with a more indirect communication style often soften or avoid criticism altogether, leading respondents to give more positive feedback than they genuinely feel.

For researchers, who rely on authentic feedback, this cultural nuance can significantly impact findings. Respondents not telling us what they REALLY think can complicate cross-cultural data comparison and increases the risk of misinterpreting consumer feedback and making ill-informed business decisions.

The impact of different question phrasings and scales

Experts like Lara Boroditsky suggest that language shapes our thinking. Therefore, how we currently structure our survey questions might unintentionally reflect a Western-centric approach, potentially clashing with cultural norms and communication styles in other regions.

To explore the impact of different question phrasings and scales, we conducted a survey across six countries with 3,000 respondents. We compared data from three countries that are typically known for giving more direct feedback (France, Germany, Spain), with those typically known for giving less direct feedback (Brazil, Japan, Philippines). We tested two hypotheses.

Study setup - Cultural response bias

Hypothesis #1: Cultural response bias is more prevalent when asking for a judgment rather than a behavior

To test this hypothesis, we compared the answers to two questions:

  • “Do you find this product appealing?” (judgement-focused)
  • “Is this product what you’re looking for right now?” (behavior-focused)

When asking, “Do you find this product appealing?”, less direct countries showed a higher percentage of “yes” responses (85.5%) compared to direct countries (77.1%). This indicates a reluctance to provide negative feedback.

However, when focusing on behavior with the question, “Is this product what you’re looking for right now?”, then the “yes” responses decreased in indirect countries while remaining consistent in others. This decrease suggests that shifting from judgement to personal behavior encourages more candid feedback, including negative opinions.

Hypothesis 1: Do you find this appealing - cultural response bias
Hypothesis 2: Is this what you're looking for right now - cultural response bias

Hypothesis #2: Cultural response bias is reinforced when response options clearly indicate right or wrong

A numeric scale, e.g. a scale ranging from 1 to 10, suggests that higher values are ‘better’. Another type of scale is a neutral scale, where the two opposing labels do not have a negative connotation, e.g. ‘Similar to other toothpaste’ vs. ‘New and different from other toothpaste’. To test our second hypothesis, we compared the answers while using a numeric scale versus using a neutral scale. The results showed that when using a numeric scale, less direct countries had higher scores, than in the direct countries. This confirmed the tendency of respondents in less direct countries to provide more positive responses when presented with a scale that has clear positive and negative ends.

However, using the neutral scale (‘Similar to other toothpaste’ vs. ‘New and different from other toothpaste’), scores in less direct countries decreased by almost 10%, approaching the average of more direct countries. This demonstrates their sensitivity to scale design and their response is more authentic when presented with neutral options.

Hypothesis 2: Numeric scale - cultural response bias
Hypothesis 2: Neutral scale - cultural response bias

How to unlock authentic global feedback

Reduce cultural response bias by adapting your surveys in a culturally sensitive way:

  1. Focus on behavior instead of judgment: Frame questions around respondents’ behavior rather than opinions or judgments.
  2. Use neutral scales: Choose neutral labels (instead of numeric scales with positive/negative connotations). This reduces the pressure for respondents to choose a ‘right’ answer, especially in less direct cultures.

Understanding cultural response bias isn’t about changing the way we conduct all research, but about recognizing the importance of cultural nuances. By making subtle adjustments to question phrasing, we can gain more accurate insights and truly understand the diverse perspectives of our global respondents.

Want to dive deeper into how to set up your next project for success? Schedule a consultation with a SKIM expert. 

Jaimie Smits

Written by

Jaimie Smits

Jaimie Smits is an insights consultant at SKIM's Rotterdam office. With a Master’s degree in psychology, Jaimie is dedicated to bridging the gap between data and the underlying consumer motivations. Her passion for consumer psychology drives her to ask the “why” behind consumer behaviors, leading to actionable insights. Jaimie is renowned for her critical approach to both data and research methodologies. She constantly seeks ways to refine and enhance the research process, delivering impactful and innovative solutions

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