Perception vs. Reality is a study which investigates how over-controlling influencer selection can cost 300% of campaign performance. Aimed at educating marketers on adopting the right mind frame when it comes to influencer selection, this study dissected the efficiencies behind choosing influencers perceived be a match versus choosing influencers who were a fit according to demographic and performance data. The study’s purpose was to prove the best approach for activating a campaign while also subtly underscoring Speakr’s data capabilities to help marketers achieve their goals.