Comments on: Volunteer Army or Rogue Militia? Coping with Unsanctioned Market Research

By: Can You Tell if Your Customers Are Happy? | peaChic

Can You Tell if Your Customers Are Happy? | peaChic — Mon, 04 Jul 2011 12:11:38 +0000

[...] set of policies is more critical today than ever before, with so many people conducting ad hoc or ‘DIY’ research. Well-intentioned individuals often make mistakes that could be avoided through awareness of a [...]

By: Market Research Policies | Survey Building

Market Research Policies | Survey Building — Sat, 23 Apr 2011 23:07:50 +0000

[...] set of policies is more critical today than ever before, with so many people conducting ad hoc or “DIY” research. Well-intentioned individuals often make mistakes that could be avoided through awareness of a [...]

By: Market Research Policies | Marketing Online

Market Research Policies | Marketing Online — Wed, 30 Mar 2011 04:58:29 +0000

By: Marketing » Blog Archive » Market Research Policies

Marketing » Blog Archive » Market Research Policies — Sat, 12 Mar 2011 05:48:53 +0000

By: Kathryn

Kathryn — Thu, 13 Aug 2009 15:57:34 +0000

Hi Felix,

Apologies–for some reason your comment was intercepted by the spam filter! I looked at the link you sent–I am not familiar with this firm or its management team. It is a member of CASRO, which is always a good sign!

If I can be of further help, please call or email 508 691 6004 ext 705, or KKorostoff@ResearchRockstar.com

Kathryn

By: Brandon Watts

Brandon Watts — Thu, 02 Jul 2009 14:09:41 +0000

Excellent post. I think we as market research practitioners must find a way to “bridge the gap”. The economic landscape has changed, and many of the DIY Tools have developed to the point of enabling relatively rigorous research initiatives. Obviously, the key is having the knowledge and experience to utilize the tools properly and execute the research in a way that yields reliable, actionable insights.

The proliferation of Social Media has created a mandate for openly sharing information to create value in all categories. Market Research has existed in an “information hording” mode since…..forever. I feel it is time for us to openly embrace the reality “DIY Research” and provide the necessary guidance to prevent/minimize poorly executed DIY efforts. This will demonstrate the value of properly conducted research and ultimately, the value of our expertise.

By: Kathryn

Kathryn — Tue, 30 Jun 2009 18:51:38 +0000

Great comment Cathy! In my experience, the renegades are very well-intentioned. So I believe that the issue is not so much them being less-than-cooperative—it’s them knowing their options, getting support, and the org having some sensible (and not ridiculously restrictive) policies.

I also do recommend that companies take the time to assess the degree of unsanctioned research going on, whether surveys, customer interviews or social media monitoring (ad hoc even). It’s critical to know how much is going on, and why, before a sensible course of action can be taken.

By: Cathy Harrison

Cathy Harrison — Tue, 30 Jun 2009 00:14:27 +0000

This is a good idea for those with a cooperative ‘volunteer army’. In reality, renegade research is often conducted without the knowledge of the research department. We should not abandon educating upper management about best practices and the need for reining in these unauthorized users. Bottom line is that bad research generates bad data. It is not a matter of being a purist, it is a real concern that decisions are being made with inaccurate information.

By: Kathryn

Kathryn — Mon, 29 Jun 2009 21:52:07 +0000

Jeffrey, don’t tell my husband: I think I love you. I have been feeling the same way–I have been talking about this for over a year, and the agency folks I have spoken to just don’t seem interested. I have even told a few people they really need to read “The Innovator’s Dilemma” (the book was written for tech, but I think the same lessons apply here).

Also, I couldn’t agree more with your blog post (thanks for sharing it). Maybe you and I should team on a webinar on the topic??

By: Jeffrey Henning

Jeffrey Henning — Mon, 29 Jun 2009 17:35:52 +0000

Wow, Kathryn! Developing a course about this is great. I was disappointed last year at the MRA annual convention that no one I talked to saw this as a problem. I think it represents a huge opportunity for the MR department, if they are willing to rethink their role in the organization:
http://blog.vovici.com/blog/bid/18087/Rethinking-the-Role-of-the-Market-Research-Department

- Jeffrey