No Correcting
Also known as: Correction Impulse, Expert Bias
The rule prohibiting interviewers from correcting factually incorrect statements made by interviewees.
Full Definition
Incorrect beliefs are valuable data. They reveal how widespread a misconception is, what information is missing in the market, and how it affects purchasing or clinical decisions. Correcting an interviewee ends the inquiry, changes the power dynamic, and makes them more guarded in subsequent responses. Once corrected, people become more careful — which means less honest.
Example
An interviewee incorrectly believes a competitor's product lacks FDA clearance. Rather than correcting this, the interviewer asks 'What led you to that view? How does that affect how you think about the options available?' The misconception is now a finding.