| Well, "abuse" may be a little strong…but market | | | | endorse the research does two powerful things. First, it |
| research results certainly do get misused. Sometime | | | | sends a message that the research has value. After |
| intentionally; twisting results to confirm existing opinions, | | | | all, if an executive is taking the time to digest the |
| or ignoring results perceived to be inconvenient. In | | | | results and be vocal about how they plan to use it, it |
| other cases, the misuse is accidental—issues such | | | | must be important. Second, if the executive is |
| as poorly labeled charts or unclear methodology | | | | associated with key conclusions from the research, it |
| documentation can easily lead to erroneous | | | | becomes harder for others to manipulate the results. |
| conclusions. | | | | It doesn't prohibit the possibility of a constructive |
| Unintentional misuse of market research is best | | | | debate about how to interpret key findings—which is |
| avoided through effective quality assurance processes | | | | always to be encouraged. It just minimizes the risk that |
| and well-documented (and communicated) | | | | someone will hijack the project and make |
| methodologies. Making sure report readers | | | | inappropriately self-serving conclusions from the data. |
| understand what types of conclusions are appropriate | | | | 2. Include others in the analysis process. If you know |
| to draw from a research effort, and making sure | | | | the research is at risk of being abused, make a |
| results are reported in a precise fashion, are both key | | | | preemptive move by inviting a team of people to |
| parts of managing any market research project. | | | | participate in the analysis process. If it's a quantitative |
| The harder challenge is preventing intentional misuse. | | | | research project, host a meeting where you share a |
| This is truly one of the biggest challenges for market | | | | selection of key charts and facilitate an open |
| research managers—preventing clients (internal or | | | | discussion about their implications. If it's a qualitative |
| external ones) from purposefully manipulating results | | | | study, you can invite a group to view some video |
| for self-serving purposes. But wait, is it the market | | | | highlights or to receive a preview of selected verbatim |
| research manager's job to keep clients honest? Yes, | | | | quotes; again, to facilitate a group discussion. Including 4 |
| at minimum, to point out inappropriate use. | | | | to 8 people in an open discussion about research |
| Here are 2 tips to prevent market research abuse: | | | | results and what they mean for the organization is a |
| 1. Find an executive advocate for the research. | | | | great way to keep everyone honest—and has the |
| Having someone from outside the research function | | | | added benefit of promoting the research. |