Ipsos MORI meets South Park's Satan...
This is the fourth part of a series of blogs following the documentary "The E-Waste Tragedy". Emceed by Jim Puckett, premiered at the E-Scrap Conference 2014 in Orlando, the film by Cosima Dannonitzer purported to show junk electronics, dumped in Ghana. They "followed the trail" back to the electronics origins in England. I viewed the film with Emmanuel Eric Prempeh Nyaletey, who grew up a few blocks from Agbogbloshie, Accra's scrapyard. He was carrying a petition to #FreeJoeBenson, the Nigerian expat sitting in prison in the UK for "violating e-waste export guidelines", and no one at the conference wanted to sign it.
Ipsos MORI is one of the UK's leading research organizations. The website describes Ipsos MORI's 16,000 research staff in 84 countries. Like Q-method, the organization relies on face-to-face interviews. They get the real data for IMF, World Bank, and UN factbooks. Last Month, Ipsos MORI published research titled "Perceptions are Not Reality: Things the World Gets Wrong".
This is the fourth part of a series of blogs following the documentary "The E-Waste Tragedy". Emceed by Jim Puckett, premiered at the E-Scrap Conference 2014 in Orlando, the film by Cosima Dannonitzer purported to show junk electronics, dumped in Ghana. They "followed the trail" back to the electronics origins in England. I viewed the film with Emmanuel Eric Prempeh Nyaletey, who grew up a few blocks from Agbogbloshie, Accra's scrapyard. He was carrying a petition to #FreeJoeBenson, the Nigerian expat sitting in prison in the UK for "violating e-waste export guidelines", and no one at the conference wanted to sign it.
Ipsos MORI is one of the UK's leading research organizations. The website describes Ipsos MORI's 16,000 research staff in 84 countries. Like Q-method, the organization relies on face-to-face interviews. They get the real data for IMF, World Bank, and UN factbooks. Last Month, Ipsos MORI published research titled "Perceptions are Not Reality: Things the World Gets Wrong".
The Perceptions are Not Reality publication focuses on the "top ten" things which the majority of people in a society (14) perceive wrongly about themselves, about their own, local and national, civilization. The web page starts with statistics, perceived and real, about facts on the ground in Great Britain:
"In Great Britain we get a lot of things very wrong…"
- Teenage pregnancy: the British think one in six (16%) of all teenage girls aged 15-19 give birth each year, when the actual figure is only 3%.
- Muslims: we hugely over-estimate the proportion of Muslims in Britain – we think one in five British people are Muslims (21%) when the actual figure is 5% (one in twenty).
- Christians: in contrast, we underestimate the proportion of Christians - we think 39% of the country identify themselves as Christian compared with the actual figure of 59%.
- Immigration: we think 24% of the population are immigrants – which is nearly twice the real figure of 13%.
- Ageing population: we think the British population is much older than it actually is – the average estimate is that 37% of the population are 65+, when it is in fact only 17%.
- Voting: we underestimate the proportion of the electorate that voted in the last general election - the average guess is 49% when the official turnout was much higher at 66%.
- Unemployment: we think nearly 24% of the working age population are unemployed when the actual figure is much lower at 7%.
- Life expectancy: we overestimate our life expectancy by three years, thinking the average for a child born in 2014 will be 83 years, when the actual estimate is 80 years.
- Murder rates: we are however one of the best informed countries on the murder rate: 49% saying it is falling (which is correct), and only 25% think it is rising
Unfortunately if not surprisingly, the USA perceptions aren't even as accurate as the UKs.
The perceptions of risks, and how those (mis-)perceptions are monetized when they go viral, has long been a theme of this blog. But mis-perception and misconception, by itself, is not a tragedy.
Knowledge of the world around us is increasing, societies are becoming more aware of one another, and if Ipsos MORI continues to survey people over time, I hope they find that the trend in the perceptions will become more accurate. We are more frightened by ebola than we should be, but 50 years ago, would we have known about ebola at all?
The perceptions of risks, and how those (mis-)perceptions are monetized when they go viral, has long been a theme of this blog. But mis-perception and misconception, by itself, is not a tragedy.
Knowledge of the world around us is increasing, societies are becoming more aware of one another, and if Ipsos MORI continues to survey people over time, I hope they find that the trend in the perceptions will become more accurate. We are more frightened by ebola than we should be, but 50 years ago, would we have known about ebola at all?
Misperception of facts do not make a "tragedy" unless we gear up to act on those "faux facts". And what motivates society?
GREED and FEAR.
Got misperception? Use it to motivate and market to regulators.
Got misperception? Use it to motivate and market to regulators.
