MRG Evening Meeting: Winning Over The Public
Yesterday’s MRG meeting concentrated on the public’s perception of market research. Richard Windle, director of RSL Media, unearthed the findings of a specially commissioned study into the public’s attitudes to research, and their likelihood of participating in it.
The study was commissioned by the Research Development Foundation, who exist to: “Aid the development of the survey research industry by identifying, investigating and reporting on issues of strategic importance, including recommendations of action and providing a forum for debate.”
This particular study was aimed at tackling the problem of response rates and developing an action plan for the industry. The nature of the study itself made it a particularly tricky area to investigate; it is very difficult to use market research to discover why non-respondents typically don’t respond to market research!
Nevertheless, this is what the RDF study set out to do. Using qualitative interview methods, the study found a correlation between age and education level and willingness to participate. It was discovered that younger and less educated people are the group most likely to participate in market research. Tracking studies will have to be done to find out whether the young will become alienated as they age, or if they will retain their positive attitudes to market research throughout their lives.
The market research industry was found to have a major image problem. The majority of the public have very little idea what market research is used for. 71% of people associated it with junk mail and selling. Few people recognised any direct benefit to themselves for taking-part in research. There was also a suspicion that the information given wouldn’t remain confidential. 50% of the sample thought that surveys were an invasion of privacy. In addition, those who had had a previous bad experience of research interviews were put-off taking part again.
The subject under investigation was also found to affect response rates; worthy subjects, like the health service, were found to have a higher response rate than more personal subjects, like income.
In order to improve the image of the market research industry, Richard Windle said that it is imperative that surveys are promoted as an enjoyable experience. He suggested, that market researchers adopted more customer care principles, i.e. carry out random checks on how the interview was perceived by respondents.
Other strategies for reducing non-response rates included, pre-notification, incentives, better training of interviewers and promoting benefits of the interview to respondents. Education for all those involved was also cited as an essential way forward. Research executives must see the research they design from both the interviewees’ and the interviewers’ point of view. Moves are also being made to promote the benefits of market research in schools in order to cultivate a positive attitude towards it amongst the public.
The general feeling of the evening was that there is no magic answer to this problem. By taking on board the finding of this report, however, it may be possible to persuade more traditional non-respondents to participate in market research.