Anecdotal evidence is evidence, but….
Anecdotal evidence is not always “evidence” of something. While it may be true that our own anecdotal evidence can confirm or deny a belief, it’s important to recognize that anecdotal evidence can also be incorrect.
First, let’s define anecdotal evidence.
Anecdotal evidence is a form of “evidence” in the form of a story.
What does this mean? It could be a story about an event that happened to you or it could be a story told by someone else. Either way, this “form of evidence” isn’t actually admissible in court because it can be incorrect. This is also referred to in legal terms as hearsay.
Anecdotal evidence is a great way to illustrate a point or make a personal connection, but it isn’t necessarily true. For instance, your story of how your friend was not affected by some new technology while you were may be true…but this doesn’t mean that everyone will experience the same results! In science and in marketing, we can’t just rely on anecdotal evidence to prove something.
Specifically, in Marketing and Communication we need scientific data and confirmation.
This is because Marketing and Communication deals with many intangible things, such as beliefs and impressions. Anecdotal evidence may not always be accurate when we’re trying to determine if there’s a causal relationship or not.
A great example of this is the idea that exposure to violent media will cause individuals to behave more violently in real life. While it is true that individuals exposed to violent media are more likely to have aggressive thoughts and emotions, there is insufficient evidence to show a causal relationship between the two.
The bottom line: Marketing and advertising requires scientific confirmation of their claims. Anecdotal evidence can be helpful but it’s not enough — we need data!
The a/b testing of copy and ads is a great way to move beyond just anecdotal evidence. It is not enough to simply like a tag-line yourself, or say that “everyone” seems to like a piece of creative in your organization. It must be tested against at least another one other version to a large sample of your target audience, and results measured. Marketing must be data driven if it is to continue to be of value over time and actually produce the results you desire. Anecdotal evidence can never replace proper, scientific testing methods for the determination of what is the best marketing to put in front of your target market.
It is a mistake to ever rely on just anecdotal evidence, even if it’s positive. Marketing and communication professionals must always be conducting proper testing methods in order to insure the best return on investment for their clients or employers based off of informed decisions. Marketing is an INFORMATION business, and as such it demands the use of proper research tools for its own survival. Marketing, like science, must prove itself with measurable data in order to remain relevant and accurate over time.
Anecdotal evidence is good to start a conversation but it cannot prove anything on its own — and as I often say, ‘Marketing is nothing more than psychology and math’. In other words, figure out what moves people, measure it, and then repeat it. Anecdotal evidence make get us started, but it takes the scientific method and solid testing data to get it right!
