{"id":1255,"slug":"mckinsey-83pct-b2b-transparency-untraceable","title":"The \"McKinsey: 83% of B2B customers value transparency over brand reputation\" stat is not verifiable to any primary McKinsey publication","kind":"reference","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["editorial-discipline","citation-practices"],"reference_body":"**Claim:** The widely-repeated \"McKinsey: 83% of B2B customers value transparency over brand reputation\" figure is **not verifiable to any primary McKinsey publication**. It appears only in vendor blogs that re-cite each other.\n\n**Source:** Repeated by Togai / DealHub (pricing-software vendors) https://www.togai.com/blog/price-transparency-customer-loyalty/\n\n**Confidence:** Single-source / vendor-laundered — treat as unsourced.\n\n**Why this matters for Candid:** Do not cite it. When clients want to lean on it, the polite move is to substitute the *real* (narrower) Label Insight figure — see [[label-insight-94pct-transparency-loyalty]].","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"cmi-2x-interactive-content-misattribution","title":"The \"2× engagement / conversion\" interactive-content stat is widely (mis)attributed to \"Content Marketing Institute\" — no original CMI dataset producing it exists","kind":"reference","scope":"business","link_type":"relates-to"}],"incoming":[{"slug":"research-brief-customer-facing-calculators-smb-june-2026","title":"Research brief: customer-facing calculators & tools for SMBs — the honest case (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"label-insight-94pct-transparency-loyalty","title":"Label Insight 2016 Transparency ROI Study — 94% of consumers say they'd be loyal to a brand offering complete transparency (food-category specific, US, 2,000+ consumers)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"caveats-customer-facing-calculators-vendor-marketing-base","title":"Caveats for the customer-facing-calculators brief: every conversion-lift figure is unproven; nearly all are vendor-self-reported","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"mckinsey-open-data-1-1-5pct-gdp-2030-projection","title":"McKinsey — broad open-data ecosystems could add ~1-1.5% of GDP by 2030 in EU/UK/US (4-5% in India); forward-looking projection","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"42pct-portal-abandonment-misattribution-correction","title":"CORRECTION: the viral \"42% abandon portals out of frustration / 43% prefer email\" stat is misattributed — the 42% traces to Namogoo e-commerce cart-abandonment research, not portal logins","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"60-70pct-dashboards-untraceable-vendor-folklore","title":"CORRECTION: the viral \"60-70% (or 60-80%) of dashboards go unused (Gartner)\" stat cannot be traced to any named Gartner report — vendor folklore","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-06-20T16:50:09.652Z","updated_at":"2026-06-20T16:50:09.652Z"}