{
  "schema_version": "1.1",
  "id": "peer-recommendations-10x-weight-of-salespeople",
  "slug": "peer-recommendations-10x-weight-of-salespeople",
  "url": "https://groundedkit.com/claims/peer-recommendations-10x-weight-of-salespeople/",
  "api_url": "https://groundedkit.com/api/claims/peer-recommendations-10x-weight-of-salespeople.json",
  "claim": "Peer recommendations carry ten times more weight than recommendations from salespeople",
  "commonly_cited_as": "\"Peer recommendations are 10x more trusted than salespeople\"",
  "verdict": "unsourced",
  "verdict_definition": "No primary data found; the trail ends in a roundup, a disowned quote or a circular citation.",
  "confidence": "medium",
  "rating": {
    "value": 1,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "McKinsey & Company",
    "title": "How retailers can keep up with consumers (Oct. 1, 2013)",
    "year": "2013"
  },
  "quote": "Our research shows that for the average consumer, peer recommendations carry ten times more weight than recommendations from salespeople.",
  "method": "Stated in a McKinsey article as 'our research' without a study, sample or method.",
  "drift": [
    "No published study behind the 10x figure",
    "Age: 2013"
  ],
  "interest": "McKinsey sells consulting services.",
  "safe_rephrasing": "A 2013 McKinsey article claimed peer recommendations weigh about ten times more than salespeople's, but published no study behind it; say peers are far more persuasive without the number.",
  "sources": [
    {
      "title": "McKinsey — How retailers can keep up with consumers (2013)",
      "url": "https://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "2013 article",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}