Panel: Decide What Counts as Truth When Evidence Conflicts
Wed, Feb 3
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08:45 AM - 09:30 AM
Session details:
- Reconcile differences between primary Market Research, real-world evidence, claims data, behavioral analytics and AI-generated findings
- Determine which sources deserve greater weight for different research questions and commercial decisions
- Identify when conflicting results indicate a methodological problem, a changing market or a genuine difference in customer behavior
- Establish standards for communicating uncertainty and confidence without overstating what the evidence proves
