We in the market research industry sometimes don’t understand how our work and its product are viewed by the public. Although we are proud of our work and the contributions it makes, when we meet people outside the industry and tell them what we do, many don’t share our view and don’t trust research as much.
So London-based online market research company, Research Now, joined forces with ESOMAR (originally the European Society for Opinion and Market Research) to find out what the public in the UK, the US and Germany understands about and thinks of, market research.
Questioning over 4,500 participants, the study was one of the biggest of its kind looking into the public perception of market research.
Although it was reassuring to find that there was a broad understanding of market research in general, only 43% of the public in all three markets trust researchers with the information they provide.
On the other hand, those respondents who said they take part in surveys regularly have a good understanding of research and are more trustful of the industry. Ultimately, what the study shows is that those with a better understanding of market research are more trustful of the industry, and more comfortable in sharing information.
Maybe we market research professionals need to do more to make the public aware of the high level of ethical conduct we follow and the way we apply it in our work.
Full details on the survey findings are available here.