An unbiased sample is a foundational concept in research operations, referring to a participant group whose composition does not systematically favour any particular segment of the target population. When a sample is unbiased, the findings it generates can be treated as representative, giving researchers and stakeholders confidence that patterns observed in the study reflect real customer behaviour rather than sampling artefacts. Achieving an unbiased sample requires deliberate decisions at every stage: defining the population clearly, selecting a recruitment method that reaches all eligible segments, and screening participants on behavioural or attitudinal criteria rather than convenience. In qualitative research, sample size is smaller than in quantitative work, so each sampling decision carries proportionally more weight on the credibility of the final output.