[tweetmeme source=”lovestats” only_single=false]Why do people share their opinions with market researchers?
Market researchers are Guardians. We look out for the rights of our research participants. Whether participants know they are part of the research (e.g., observational research), whether participants know what their rights are, and whether participants have misunderstood what their rights are, market researchers are expected to know those rights and uphold them.
Market researchers are Advocates. We speak out when we fear that rights are being infringed. We work towards creating and building rights so that all research participants are treated fairly and respectfully.
Market researchers provide Sanctuary. Research participants know they can share their true feelings, whether hateful, loving or disinterested, and know there will be no backlash, negative consequences, loss of privacy, lack of respect or any other inappropriate interactions. They are safe to speak freely within our space.
Market researchers do not Sell and do not Market. There is no sanctuary if participants feel they will be targeted based on their opinions. Sugging (selling under the guise of research) and mugging (marketing under the guise of research) tear down the walls of the sanctuary. And once torn down, building them back up is a monstrous task.
These safeguards of guardianship, advocacy, and sanctuary have resulted in market researchers being given special legal rights to interact with consumers in ways no other professions can.
I don’t doubt that some market researchers could be excellent marketers. If that’s the path that brings you joy, then by all means seek it out. But to bring the worlds of marketing and market research closer together, for admittedly they are already very close, is very scary.
Thanks to a non-twitter user for unknowingly inspiring this post.