The bigger problem in this situation in my opinion are the obsever-expectancy effect and the confirmation bias: http://en.wikipedia.org/wiki/Observer-expectancy

The bigger problem in this situation in my opinion are the obsever-expectancy effect and the confirmation bias: http://en.wikipedia.org/wiki/Observer-expectancy_effect http://en.wikipedia.org/wiki/Observer-expectancy_effect http://en.wikipedia.org/wiki/Confirmation_bias http://en.wikipedia.org/wiki/Confirmation_bias If you expect or are looking for specific results you are likely to unconsciously manipulate the experiment in order to find them. And when big corporations are involved uncounscious manipulation is often the smaller problem..