The purpose of surveys and unmoderated research is to gain knowledge off the back of insights. To get insights, you need is accurate data. This isn’t always easy to come by. There is always the potential for bias to creep in and disrupt any meaningful results. By the time you have got your fingernails dirty by digging through reams of excel spreadsheets, it’s sometimes too late to spot bias, and this leads to invalid results and questions. This article takes a look at the common pitfalls associated with survey design, data collection, and analysis.