Helping Scientists Take Their Research Global: 7 Lessons

In 2010, Joseph Henrich, Steven Heine, and Ara Norenzayan showed that 96 percent of the data that scientists had relied on to understand human psychology and behavior was from W.E.I.R.D. research participants—people living in Western, educated, industrialized, rich, and democratic countries. That biased sample, they argued, severely limited what we could say we really knew about ourselves. Their work was a wake-up call to many scientists to expand where and how they conduct their research. But r