An observer-expectancy effect is a form of reactivity in which a researcher's cognitive bias causes them to subconsciously influence the participants of an experiment.

This is usually seen in classrooms or at experiments, where the actual person doing the experiment is already expecting something, and participants subconsciously confirm the bias of the researcher. ( Sometimes, participants confirm the researcher’s bias not wanting to look like a fool) This effect goes hand in hand with “herd affect” as well where people do what others are doing, the only difference on this is that there is an authoritative figure.

As a company, marketers, what you can do is tell everyone that you are an expert in “X” field and go on to make a comment about your bias, then conduct the study, webinar or whatever. This will cause participants to choose what you want.