As a marketer I like to participate in market research if I’m asked, and if I’m allowed – people from a marketing background can sometimes be excluded from participating in surveys. I know how hard it is get intelligence on a market.

Generally it’s a very short call, which is fine. Sometimes, I get called by a big research house in Dublin to help with a state of the market survey they do periodically. How’s my business doing, how do I think it will do, and so on. I avoid their calls these days.

Here’s why: it’s an unfair exchange. Firstly, the call is always about 15 minutes long, which is far too long and contains loads of repetitive questions. 15 minutes is a really long time to tie someone up on the phone. Secondly, I get nothing back. Not a copy of the research, nothing. In fact, it’s not just an unfair exchange, there’s no exchange at all. It’s all one way, coming from me.

Many companies doing research will offer a voucher, or a copy of the research, or entry into a draw for a device, in return for your time and attention. These guys don’t. They just persist with the phone calls.

If it’s not a fair deal for both parties, it will never last. It will simply cause resentment and close doors for good.

 

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