[tweetmeme source=”lovestats” only_single=false]I came across a tweet today that made me take a second pass. What? Are you serious? Yes, it was a tweet about how to generate leads using market research surveys.
As a researcher, I have agreed to abide by a number of rules. One of these rules is that I will not use the market research process to engage in marketing or selling. The strength of these ethics rules has even meant that researchers are allowed to call people during the precious dinner hour to survey their opinions.
I do think that a well designed, well thought out, and respectful market research survey will generate more positive perceptions of the brands in the survey. But the purpose of those surveys cannot be to generate leads. Tricking consumers into answering surveys that subsequently turn into a sales lead is exactly how consumers will learn to distrust MR. This is a sure-fire way to cause the MR industry to lose the privileges we have worked so hard to attain.
Please, let’s reread the ethics code of our various MR organizations. Let’s do our best to make sure we adhere to them and encourage others to appreciate them as well.
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