The Role of the Industry in Stopping the Normalization of Bad Research

The research industry is effectively part of the same homogenous community as the agency and brand marketers that it's serving. And so there's a motivated cognition thinking on here that we want to put research out that signals to our community that we are in the right place on issues. That overrides the need for dealing with the messy reality of the diverse and contradictory world that's actually out there. We're imposing on it that fits our belief system frankly. How do you without telling people, as as Andrew has mentioned, the detail of the methodology and stuff that just is not the jobs?