By Thomas R. Schori, Ph.D., and Michael L. Garee, Principals, Millennium Marketing Research, 808 E. Ironwood, Normal, IL 61761-5239. -
One of the many things we’ve learned over the years as marketing researchers is not to expect to be met with "open arms" when our research results don’t necessarily support a client’s expectations, wishes or desires. In other words, when the research results don’t tell a client what he or she wants to hear, or would like to hear, nine times out of ten it is the research professional who is in trouble. Sad, but nonetheless true.
Let us relate a recent example of this phenomenon, which, of course, virtually all researchers have undoubtedly experienced at one time or another during their careers.
Several months ago, a company with which we had not previously done business, but which was well aware of our experience and expertise, asked us to conduct an "awareness" study for them. At the behest of their advertising agency, the company had launched an "image" campaign consisting of a multi-week flight of "feel good" TV commercials. The company wanted "pre-campaign" (baseline) and "post-campaign" measurements made, in order to assess the effect, if any, the TV commercials had on overall (aided and unaided) awareness of the company. Reluctantly, we agreed to conduct the research.
Why do we say "reluctantly"? Because the entire "campaign," which really was more an element of a traditional advertising campaign than a genuine campaign itself, was obviously flawed from the start. Why? The company primarily does business through a multi-state network of independent distributors. That means these distributors, not the company itself, are the main focal point for the company’s products and services. The company’s name, reputation, etc., are very much secondary¾one might even argue "invisible"¾to the ultimate consumer. Still, the TV commercials were aimed directly at the ultimate consumer.
Was there any way the TV commercials could be called off? we asked, since they clearly were aimed at the wrong target audience. No, we were told, the commitment had already been made and it was just too late to turn back now.
OK!
Even though our instincts (and a number of years of experience) told us that we’d probably find that the company had wasted considerable money, we nonetheless agreed, although somewhat reluctantly, to conduct the research. Maybe, this time we would be proven wrong! Maybe, this time it would be shown that we simply didn’t know what we’re talking about, notwithstanding the nagging, persistent doubts we continued to feel.
Unfortunately, our "gut feelings" proved to be all too correct. We say "unfortunately" because, ultimately, as we had feared all along, we found ourselves in the unenviable position of having to deliver the "bad news"¾actually, in this case, the very bad news¾to the client. The multi-week flight of TV commercials produced nothing in the way of increased awareness. Absolutely nothing.
The client’s reaction? Anything but appreciation, but then again, we certainly didn’t expect any, either. With considerable assistance from the advertising agency that had recommended the approach, our methodology and research design were roundly assailed as being "flawed." Our sample size was too small. We didn’t ask the right questions in the right way. We didn’t include the "right" demographics in the sample, etc. (All complaints, of course, that anyone who has ever spent more than 15 minutes as a market researcher has heard when they, too, have had to deliver research results that didn't exactly vindicate a decision client’s position or expectations.)
Had we been a research company that panders to clients we undoubtedly would have handled this situation differently from the way we handled it. Understanding how very important it was for the client to have found something "positive" out of the research results, we would have found something positive in the numbers! We, however, couldn’t and wouldn’t do that. The truth is the truth is the truth. And we felt¾and continue to feel, of course!¾that we certainly owe our clients that.
Are we "popular" with this client? Hardly. Will we ever do any more business with them? Probably not. Would we do anything any differently? Definitely not. Sometimes, one simply has to live with being "the messenger who brings the bad news."