Defending the Defensible: Protecting the Status of Survey Research

Peter Mouncey FMRS FIDM
Visiting Fellow, Cranfield University School of Management

The survey research industry, whether meeting the needs of commercial organisations (market research) or of those responsible for developing and implementing policies and services within the public sector (social research), retains a status worldwide that leaves the industry self-regulated and relatively free from external regulation, unlike other sectors of the economy. This is against a global climate of increasing concern about the privacy of personal information and growing distrust in how organizations store and use this data – fuelled, for example, by the development of the internet and e commerce.

The key current and future challenge facing the global research industry is to ensure the minimum level of external interference. This requires a strong and well-argued case for maintaining this privileged position, and, the willingness to embrace change where this is in the short and long term interest of the industry.

The paper will:

• Discuss why the industry has been so successful to date in maintaining its special status – especially how market research has kept a measured distance from mainstream marketing.
• Describe the key issues facing the industry that could threaten the current self-regulation status.
• Identify why it is vital to have a co-ordinated worldwide response to the challenges.
• Present some thoughts on the future.

In addressing these overall issues, the paper will look in particular at:

• The changing nature of the research industry.
• The impact of data privacy legislation – nationally and internationally.
• Respondent co-operation.
• The impact of a growing litigious attitude within society – increasingly knowledgeable in the ways of the research industry and a growing preparedness to question the process and the outputs.
• The strategy of the research industry in responding nationally (the UK) and globally to the challenges faced.