Acts of Complete Lunacy - September 2011
Time and Money
A little over 20 years ago, as I was starting a career in market research (not at Doyle Research Associates), my former boss/trainer/soul sucking, task-master (not at Doyle Research Associates) told me that market research was about time and money. She explained that if companies had unlimited time and money, they would ask every single customer and potential customer what they thought of a product or service. Because resources are indeed limited, companies need to talk to a representative sample and that’s where market research becomes valuable. Looking back, I think what she meant to say was that working for her would occupy every second of my life and that she would never pay me squat. Regardless of the definition, market research is, at its core, about time and money.
I’ve now been in the research biz for quite awhile (when you hit the 20-year mark you can say ridiculous things like “research biz.”) These days I get a chuckle from the complaints that video access to research isn’t fast enough. Recently one of our researchers complained that it was taking over a minute to download a video clip. (First I explained that the research technically hadn’t yet occurred in her time zone but she was undeterred. ) Then I suggested she use her smart phone to place an order and pay for a locally grown, organic, low fat, no whip, chai tea latte and the video download would be complete. I was tempted to remind her of how excited we once were when facilities could videotape groups. The sound quality was abysmal and the video was fuzzy but darn it, we could prove to our clients that a real person suggested a microwavable roast. In fact the video quality was so poor that I’m not sure we totally understood what a respondent was saying. Come to think of it, perhaps they were really suggesting an inflatable ghost, which makes a bit more sense for a novelty company to produce.
These wildly creative respondents would pontificate for nearly two hours for about $10. A client told me that she once paid respondents with an apple and the chance to get out of a blizzard for a couple of hours. I explained that while Chicago weather was wildly unpredictable, I couldn’t count on a blizzard in August. If we offered someone an apple, they would assume it was a computer.
Market research continues to be all about time and money. Today, just like in 1986, we are constantly trying to figure out how to do research more quickly and for less money. I bet 25 years from now someone else will be writing about me as the soul-sucking, task-master and I will recount the good old days when we were able to pay someone an Apple computer for their opinions.

