Market Research Ignorance

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Market Research Ignorance

By Veronica Dubak
2006-08-19

So, what is the point of me telling you this story?

This story is simply a classic example of how a little bit of ignorance can turn a well-intentioned assignment into a needless disagreement. Had the women who were kicked out realized the purpose behind the focus group, and appreciated that the point of a focus group is to literally "focus" on something, they likely would not have caused such a disturbance. Focus groups are not about manipulating panelists - it's about asking questions at the right time, in the correct sequence, sometimes by use of "lead ins". Market researchers companies are professionals at this, as they know when and how to ask questions to receive the type of response they are looking for. As this is their expertise, major corporations hire them to conduct exactly this type of research.

Remember that with survey taking and focus group participation, you are getting paid for your opinions; your opinions on a specified topic that is. It's great that we all have thoughts about products, services, people, places, and things, but the company who has hired the market research firm to conduct the survey is only interested in having panelists answer the questions they need answered - this is why they are willing to pay for this type of valuable information.

Focus group participation and survey taking can be fun and interesting. You quickly discover what your likes and dislikes are, and it's neat to have somebody not only listen, but also pay you for what you have to say. If there is a survey or focus group you feel you would not enjoy participating in - don't! This is why surveys and focus groups are voluntary to participate in. Keep in mind (literally) that you can always save your opinions for topics you would be more interested in answering questions about.

You may also wonder about the sequence of questions in a survey or focus group. Just consider that question sequence serves a purpose, one that may not always be obvious to you as the participant. If you answer questions truthfully and with effort, you will realize you are taking part in a larger system that directly allows you to influence the goods and services of the future.

Make a difference, and have fun while you're at it. Happy survey taking!

Article Pages:
» Market Research Ignorance
» So, what is the point of me telling you this story?

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