According to an article from the Washington Post http://www.washingtonpost.com/wp-dyn/content/article/2010/05/14/AR2010051405390.html?hpid=topnews, Toyota recently conducted opinion polls designed to test messages that would discredit researchers who criticized the company’s actions following the sticky accelerator problems of recent months. At the heart of the story, are the actions of a polling firm (and its associated PR agency) that were designed to debunk the credibility of experts who testified before Congress about Toyota’s failure to respond adequately to this safety issue. And there you have what seems to be a straightforward story: influencing public opinion using research practices designed to directly attack “unfair or false assertions.” However, the story seems even more misleading, or confusing the more you read: the individuals involved appear to already be biased against the automaker! One is an auto industry safety consultant who authors a blog critical of Toyota. The other man is an auto technology professor in Illinois who conducted a study that supposedly revealed Toyota engine design flaws. (Toyota officials claim the same test would generate the same results for all automobiles.)  Oh, and by the way, the safety consultant works with victims’ attorneys. Is the headline of this story misleading? The idea of intimidating witnesses is wrong and likely illegal, but what of the credibility of the witnesses themselves? If your business was threatened by nasty bloggers (allied with lawyers intent on destroying your company or suing you for millions) or a “test” conducted by a vocal critic, wouldn’t you deem it fair to present the facts and tell your side of the story? It goes on every single day in American politics with candidates and elected officials fighting each other through research, opinion polls, pseudo-science, etc. Case in point: When was the last time you had a rational conversation with someone about the Theory of Global Warming (now called “Climate Change” by proponents) without getting into a heated discussion–pun intended–with someone who has plenty of evidence and science that appears to be politically motivated? Ugh.

Apparently more details of this particular Toyota poll will be made public next week. Then we’ll likely hear more about how egregious the actions were by Toyota…but perhaps what will be lost in the message is whether or not the critics themselves are legitimate. Ask yourself this, do they have a personal investment or professional credibility at stake? What is their motivation? What do they have to lose or gain? Of course Al Gore will promote his environmental world view. He stands to make a lot of money by promoting hysteria. Perhaps this post didn’t go where you thought it would, but let me leave you with one more thought: follow the money trail and it will always reveal much more. Your thoughts?

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