After an introduction to the MRA/IMRO guidelines by Patrick Glaser and Jim Longo, I presented a few of my thoughts regarding the MRA guidelines. I started by asking the audience a few short questions:
- Who is glad the elections are over?
- Who received at least one annoying telephone survey during their dinner hour?
- Who knows why researchers are allowed to telephone us during the dinner hour?
- Who is on the Do Not Call list?
After these questions, it became clear that market researchers have put sufficient work into self-regulation that they have been rewarded special privileges to perform telephone surveys regardless of the Do Not Call list.
- 95% of people are concerned about their privacy
- 45% of people are aware that market research companies monitor online conversations
- 15% of people want to engage with market research companies
- 59% of people are willing to talk to a brand after mentioning their name online
Finally, I noted to the audience that no matter what code of ethics you look at, whether it’s the general MRA code or the IMRO internet research code or the brand new MRA/IMRO SMR guide, all codes insist on respect for the individual and the right to be free from unsolicited contact.
It’s all food for thought. Think about it the next time your personal space is invaded.
Below are two short videos from the session, though only the audio is available. Listen while you check your email. 🙂
Conversition Strategies Social Media Research: By researchers, For researchers
- Vovici Calls on Industry to Develop Social Media Research Guidelines (eon.businesswire.com)