Many of the study's categories, he pointed out, are based on surveys of executives rather than statistical data, and so are influenced by their respondents' biases.

FORBES: Magazine Article

Also, as social media usage increased (primarily Facebook) over time by respondents, there was a measurable decline in specific product brand preferences in a majority of the product brand categories covered in the study.

FORBES: Can Social Media Be Killing Brands?

Instead, to judge by the most comprehensive study on the reliability of forensic evidence to date, the error rate is more than 10% in five categories of analysis, including fiber, paint and body fluids. (Meaning: When the expert says specimen X matches source Y, there's a 10% probability he's wrong.) DNA and fingerprints are more reliable but still not foolproof.

FORBES: Forensic evidence doesn't always tell the truth.