The Ethics of Research Surveys: Where Does the Line Get Drawn? »
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Recent research studies featured in the April issue of the Harvard Business Review indicate that perhaps research surveys do more than gleam an understanding of your customer and identify your strengths and weaknesses. Research surveys may also affect attitudes and influence consumer behaviour.
The research conducted by Harvard Business Review indicates that surveys in some way could reinforce attitudes that have been forming in consumer minds, allowing them to consolidate judgements and become more aware of their commitment to the company. That’s off course if you are surveying the satisfied!
The study on which these preliminary conclusions were based included such satisfied customers and their behaviour was tracked subsequent to them being surveyed. Based on the study, this group of customers were more likely to repurchase and less likely to leave in comparison to those not surveyed after a period of time.
So, are surveys a sales tool that everyone should be using? Should everyone start surveying their customer base as long as you are certain the individuals are basically satisfied?
Well, besides the fact that this situation poses a catch 22 ie. you need to initially research your customer base to find out if they are satisfied, it is this researcher’s opinion that the primary motive for research should only be to develop clarity on which business decisions can be based. Research provides businesses with an outside in approach, where a better understanding of the customer can provide a better product or service to that customer. Customers with busy lifestyles who sacrifice their time on surveys want to see results in the form of benefit or change. Therefore, using research as purely a sales tool would only set higher customer expectations you have no intention of meeting.
Selling under the guise of market research is not only frowned upon, it is illegal and stated as inappropriate in the Market Research Code of Ethics in New Zealand. So, where do you draw the line? A key selling point of doing research, particularly customer satisfaction surveys is showing your customers you value their input. In this case, positive brand behaviour can result from research as a fruitful after effect and is that so wrong? It is my belief that as long as the primary motivation for research undertaken by any organisation is not to sell more but to understand more, the line can clearly be seen.
References - Dholakia & Morwitz, (2002, May). How Surveys Influence Customers. Harvard Business Review, p 18.
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VantagePoint is a leading marketing management consultancy that provides best practice strategic marketing advice for its clients and assists them to develop pathways for finding, building and keeping profitable customers. VantagePoint offers a complimentary monthly e-newsletter that challenges and probes local and global marketing issues and provides readers with customer driven strategic marketing insights and resources. The VantagePoint e-newsletter can be reached by clicking through their homepage and subscribing at: www.yourvantagepoint.com
Tracey Pacheco
Recent research studies featured in the April issue of the Harvard Business Review indicate that perhaps research surveys do more than gleam an understanding of your customer and identify your strengths and weaknesses. Research surveys may also affect attitudes and influence consumer behaviour.
The research conducted by Harvard Business Review indicates that surveys in some way could reinforce attitudes that have been forming in consumer minds, allowing them to consolidate judgements and become more aware of their commitment to the company. That’s off course if you are surveying the satisfied!
The study on which these preliminary conclusions were based included such satisfied customers and their behaviour was tracked subsequent to them being surveyed. Based on the study, this group of customers were more likely to repurchase and less likely to leave in comparison to those not surveyed after a period of time.
So, are surveys a sales tool that everyone should be using? Should everyone start surveying their customer base as long as you are certain the individuals are basically satisfied?
Well, besides the fact that this situation poses a catch 22 ie. you need to initially research your customer base to find out if they are satisfied, it is this researcher’s opinion that the primary motive for research should only be to develop clarity on which business decisions can be based. Research provides businesses with an outside in approach, where a better understanding of the customer can provide a better product or service to that customer. Customers with busy lifestyles who sacrifice their time on surveys want to see results in the form of benefit or change. Therefore, using research as purely a sales tool would only set higher customer expectations you have no intention of meeting.
Selling under the guise of market research is not only frowned upon, it is illegal and stated as inappropriate in the Market Research Code of Ethics in New Zealand. So, where do you draw the line? A key selling point of doing research, particularly customer satisfaction surveys is showing your customers you value their input. In this case, positive brand behaviour can result from research as a fruitful after effect and is that so wrong? It is my belief that as long as the primary motivation for research undertaken by any organisation is not to sell more but to understand more, the line can clearly be seen.
References - Dholakia & Morwitz, (2002, May). How Surveys Influence Customers. Harvard Business Review, p 18.
______________________
VantagePoint is a leading marketing management consultancy that provides best practice strategic marketing advice for its clients and assists them to develop pathways for finding, building and keeping profitable customers. VantagePoint offers a complimentary monthly e-newsletter that challenges and probes local and global marketing issues and provides readers with customer driven strategic marketing insights and resources. The VantagePoint e-newsletter can be reached by clicking through their homepage and subscribing at: www.yourvantagepoint.com