Researchers should be concerned that their prior research is filtering out relevant information from their future research. Google’s recent announcement about Search plus Your World is the next step in their personalized search. You can tweak your search – using the pws=0& text inserted in the search results URL – to turn off personalization.
If you have a Google account, you can also toggle personalization on and off with the new search results. Compare the two pictures below. The one on the left is personalized, the one on the right isn’t. The results are slightly different, although it is mostly a matter of ranking. On the right hand side, at the top of the search results, are two grey icons. Click the globe to turn personalization OFF; click the body to turn it ON.