I’ve been in many different situations recently wherein market research ethics became the topic of discussion. In my efforts to convince people that there are alternative behaviours which might be better, I heard many arguments trying to convince me otherwise. As you consider the excuses, think about these two questions.
Does this response make our Market Research industry look good?
Will this response have legislators saying, “you can excuse market researchers from this legislation because they are doing a great job self-governing.”
What I’m doing is fine because:
1. Hardly anyone was hurt
2. No one was hurt
3. Other people are doing it too
4. The other party involved has ulterior motives
5. It’s not illegal
6. The person I did it to won’t find out
7. No one complained about it
8. They can leave if they don’t like it
9. Everyone knows this is what’s happening
Have I missed any of the important responses? I need to know so that I’ll have them ready when I need a lame excuse.
What a nice, genuine speaker! Edward Chao was so sweet and genuinely happy to teach us how emotion mining is a great technique for understanding both the conscious and unconscious. Here are some of the tidbits I thought were interesting.
- We are all experts in emotions but novices working with emotions
- Emotions are always on yet they are mostly subconscious.
- There is no such thing as a pure rational decision.
- Increasing emotions of an advertising campaign does not mean adding more puppy dogs, babies, and ladies in bikinis
- Emotions comes first, behaviour decisions comes next, rationalization comes later. It’s interesting to think about because we always assume we know exactly why we make the decisions we make.
- Why do moms buy name brand treats for themselves but private label treats for their kids? Focus groups tell us that moms think kids can’t tell the difference. But, emotion mining tells us there is a lower emotional reward for the mom who is serving a snack brand to their child compared to having the snack herself. He learned that the personal choice was emotional, whereas the choice for the child was economical. Surveys make this really difficult to discover.
- You just need to find the top emotion and solve that problem.
Conversition Strategies Social Media Research: By researchers, For researchers