Google has rejected DuckDuckGo's recent study that Google's personalized search results create a "filter bubble".
After we had treated the results of the DuckDuckGo study, a Google spokesperson expressed the following statement:
The methodology and conclusions of the study are flawed because they are based on the assumption that differences in search results occur Personalization based. That's just not true. In fact, there are a number of factors that can lead to minor differences, including time and place, for which this study did not appear to be effectively controlled. "
Danny Sullivan from Google makes available via the @ searchliason Twitter account Additional context without direct reference to the study.
I will rewrite Sullivan's Twitter thread below.
The idea that different people could get significantly different search results is a "myth," says Sullivan.  However, the search results may vary, but typically for non-personalized reasons such as location, language preference, platform, and the dynamic nature of the search.
Time is also a factor since the search can return even after a few minutes giving different results.
Google's search engine often adds new and updated material, especially in the Top Stories section, which can change significantly in a short time.
Google personalizes the search results, though Sullivan says that it only happens easily and does not change dramatically from one person to another.
Sullivan makes it clear that Google does not personalize search results based on demographic profiles.
Those who want to disable personalization Search results can do this through the web and app activity settings in their Google Account.
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