The power you might not realise you had
It seems like every other week there is a new poll giving us an approval rating for our PM, or a new piece of research providing insights into everything from the packaging of tuna to whether red wine is good for you or not.
There are thousands of research topics bubbling away around the country, yet they all have one thing in common – they all rely on ordinary people to give honest opinions on what they think.
Market research is a growing industry in Australia, thanks largely to the many ordinary Australians out there who pick up the phone, fill in an online survey or attend a focus group to have their say on a whole range or products and issues each week.
Whether it’s a corporation, a government department or a political party, social and market research is the link between power and the people.
Organisations undertake research not so they can tell us the results, but because they know that when they listen to people, they make better decisions.
They know that research is the basis of good decision-making.
If you are one of the many people who take part in research each year, you are effectively exercising your democratic right to have a say.
And many people exercise that right because they know there are stringent industry guidelines that ensure what you say is treated in an ethical and secure way.
Tonight the Australian Market and Social Research Society who oversees those guidelines will be holding its third Research Effectiveness Awards. These awards recognise the very best in market and social research.
These awards showcase research that is effective and makes a difference to business performance and social policy planning. Without research we wouldn’t know how best to tackle homelessness, help encourage more responsible drinking habits, or get people to be more water wise. Research can have a massive effect on how we live our lives.
Yet despite all this, it is an industry that is often hidden behind the scenes. And that’s why it is so important to recognise the efforts of not only the industry, but the many people who get involved in research each and every day.
Research is an immensely important industry that not only develops better products and services, but also helps us understand the world around us.
And without the input of millions of generous ordinary people everyday, market research would not be able to provide the insights that it does.
So next time you pick up the phone and are asked about your voting intentions, invited to join a new product’s focus group or simply asked to fill in an online survey, do it for Australia’s research industry and say yes to research.
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