I'm not a scientist, I'm in digital media and ads, but I've been doing this for almost 20 years and feel confident in my level of technical and business knowledge of the space.

I never realized how wrong papers could be until I read some from my industry and dug into their methodology of which I'm sufficiently knowledgeable to spot issues. I don't recall specifics as it was a while ago but I do recall the district impression I was left with which amounted to "holy crap, I wouldn't let this person pull reports on my ad account let alone run campaigns" due to the buy side 101 mistakes they made.

Since then I read all scientific papers with a huge heaping of salt.