Do 9 out of 10 dentists really recommend that toothpaste? | Am I Normal? with Mona Chalabi

Transcriber:

When it comes to toothpaste commercials,

Translator: neysa nasywa Reviewer: Reno Kanti Riananda

Saat melihat iklan pasta gigi,

Anda mungkin mendengar klaim:

you've probably heard claims like,

nine out of 10 dentists recommend "Brighter, Whiter."

9 dari 10 dokter gigi merekomendasikan suatu merek.

Or maybe it's four out of five or 80 percent.

Atau mungkin 4 dari 5, atau 80 persen.

But either way, these companies expect you to see a wall of white coats,

Intinya, perusahaan-perusahaan ini ingin Anda melihat sederet dokter gigi,

trust their authority and think no further.

dan memercayai mereka tanpa berpikir lebih jauh.

Now that approach is basically BS, and you probably know it's BS,

Pada dasarnya pendekatan itu hanya bualan, dan Anda mungkin menyadarinya.

but the question is: How can you trust your BS radar?

Namun, bagaimana cara meyakini bahwa itu sekedar bualan?

[Am I Normal? with Mona Chalabi]

[Apakah Aku Normal? dengan Mona Chalabi]

Well, when I'm faced with suspicious statistics,

Saat menghadapi statistik mencurigakan,

I tend to ask myself three questions.

biasanya saya mempertanyakan tiga hal.

First, what were people actually asked?

Pertama, apa yang sebenarnya ditanyakan pada orang-orang?

Sometimes the question that is put to survey respondents

Terkadang pertanyaan yang diajukan pada responden survei

is wildly different than the one that ends up on posters and billboards.

jauh berbeda dari yang akhirnya ada di poster dan papan iklan.

For instance, in 2007, one toothpaste ad in the UK

Contohnya, pada tahun 2007, sebuah iklan pasta gigi di Inggris

claimed that more than 80 percent of dentists recommended their products.

mengeklaim lebih dari 80 persen dokter gigi merekomendasikan produknya.

What that sounds like

Itu terdengar seolah

is that a majority of dentists prefer their product over all others,

mayoritas dokter gigi lebih memilih produk mereka dibandingkan produk lain,

that those dentists were asked if this was the best product.

bahwa para dokter gigi itu ditanya apakah ini produk terbaik.

But when the Advertising Standards Authority looked into it,

Namun, ketika Badan Standar Periklanan memeriksanya,

they discovered that the dentists were asked to recommend several toothpastes,

ternyata para dokter gigi diminta merekomendasikan beberapa pasta gigi,

not one single choice.

bukan satu pilihan saja.

In fact, another brand was found to be almost as popular.

Faktanya, merek lain ternyata hampir sama populernya.

To no one's surprise, the ad was deemed misleading.

Tak mengejutkan, iklan tersebut dianggap menyesatkan.

Now, the second question to ask is: What aren’t you telling me?

Pertanyaan kedua adalah: Apa yang tak diceritakan?

In the 1970s, a sugarless gum company claimed that four out five dentists

Pada 1970-an, perusahaan permen karet bebas gula mengeklaim

bahwa 4 dari 5 dokter gigi merekomendasikan produk mereka.

recommended their product.

Now, their slogan was pretty upfront

Slogan mereka cukup lugas,

tentang fakta bahwa para dokter gigi hanya merekomendasikan produknya

about the fact that these dentists were only recommending the product

to people who already chewed gum,

pada mereka yang sudah mengunyah permen karet.

but they weren't so forthcoming about the fifth dentist.

Namun, mereka tak menjelaskan tentang dokter gigi kelima.

Decades later, the manufacturer made fun of it in a new ad campaign

Puluhan tahun kemudian, produsennya membuat lelucon tentang itu di iklan baru

where they blamed the fifth dentist's different thinking

saat menyalahkan pemikiran berbeda dokter gigi kelima

on a freak accident, like a sudden squirrel bite.

pada kecelakaan aneh, seperti mendadak digigit tupai.

Now, since I'm all about the deviations in the data,

Karena saya fokus pada penyimpangan dalam data,

I decided to look into this a little bit further.

saya memutuskan untuk memeriksanya lebih jauh.

In fact, it's not that the fifth dentist recommended chewing sugary gum.

Ternyata, dokter gigi kelima bukan merekomendasikan permen karet bergula.

What they don't say is that most of them recommended

Yang tak disebutkan adalah mayoritas dokter gigi

menyarankan agar pasien tak makan permen karet sama sekali.

that their patients don't chew gum at all.

The last thing to ask is: What was the survey context?

Pertanyaan terakhir: Apa konteks survei itu?

Because there's a really big difference

Karena ada perbedaan yang sangat besar

between saying "nine out of 10 dentists agree,"

antara mengatakan “9 dari 10 dokter gigi setuju,”

and "nine out of these 10 dentists agree."

dan “9 dari 10 dokter gigi ini setuju.”

Size matters and so does methodology.

Ukuran dan metodologi itu penting.

According to the American Dental Association,

Menurut Asosiasi Dokter Gigi Amerika,

there are about 200,000 registered dentists in the US.

ada sekitar 200.000 dokter gigi terdaftar di AS.

I’m not going to bore you with the maths here,

Saya tak akan membahas matematika,

but to get a statistically significant sample of 200,000 people,

tetapi untuk mendapat sampel signifikan dari 200.000 orang,

you need about 400.

dibutuhkan 400 orang.

So if you're reading in the fine print that only 50 dentists were surveyed,

Jika Anda membaca tulisan kecil hanya 50 dokter gigi yang disurvei,

you know that's not statistically significant.

Anda tahu secara statistik itu tidak signifikan.

It's just a marketing ploy.

Itu hanya taktik pemasaran.

So the next time you see one of these ads,

Jadi, saat Anda melihat iklan seperti ini,

ask yourself:

tanyalah diri Anda:

What were people actually asked?

Apa yang ditanyakan dalam survei?

What's gone unsaid?

Apa yang tak disebutkan?

And what was the survey context?

Dan apa konteks survei itu?

Hopefully, with those three questions and a little bit of skepticism,

Semoga dengan tiga pertanyaan itu dan sedikit keraguan,

you will be able to understand when the data is legit

Anda bisa memahami kapan data itu nyata

and when it's irrelevant.

dan kapan dia tak relevan.

Nine out of 10 Monas agree.

9 dari 10 Mona setuju.

[*No such survey took place]

[*Tidak dilakukan survei]