Market research is a discipline in constant evolution. This is possible thanks to the contributions of individuals who make it possible to deepen our knowledge of consumers and brands. Obtaining key findings with the greatest possible objectivity requires a series of requirements and best practices that are well worth ensuring. One method for achieving optimal results is to develop blind market studies.
Humans are prone to taking shortcuts in our mental processes. If we add our emotions to the mix, the process of exploring our needs and pain points becomes a rather difficult task. By hiding certain data during the active phase of data and information gathering, we can alleviate this situation. Based on this scenario, this week we address the positive and negative implications of blind research in our environment.
Objective responses. We begin with two positive topics. Each person is a world. And in each world, there are a series of historical facts and values that shape the response to certain stimuli. Therefore, it is preferable not to mention the identity of the brand requesting a market study, even if it is within the scope of the evaluation. Otherwise, respondents may be tempted to withhold their honest opinions for fear of not meeting certain social standards.
Courtesy bias. This situation is very common in Latin America and is a major challenge for those working in the region to overcome. From childhood, people are taught to be in good standing with others at the expense of hiding their sincere thoughts about someone or something. This affects brands. If the company organizing a study is revealed, the intention of gathering honest opinions is undermined and praise based on custom is collected.
Response rate. Now we will mention the negative stereotypes. Productivity in a field protocol is crucial because it determines the budget and time required to complete a given goal. When a prestigious brand is present, people may be more persuaded to participate in a study. Otherwise, the clients being interviewed may show more suspicion and refuse to collaborate. Blind studies depend heavily on the interviewers’ expertise and persuasiveness.
Databases. Although a blind study can limit the evaluation to a certain number of options, it is preferable to allow the respondent to discuss the options they have a perception of. If your brand, regardless of whether it organizes the study, is not mentioned during the interview, this already reflects a relevant finding. It is recommended to consult with market analysts about the best option for your study: whether to opt for an organic or assisted mention.
Conducting a blind study makes the protocol more complex. However, it adds a filter that ensures the research results best reflect the market reality. Of course, it requires more resources for its proper implementation, but it is well worth it since the goal is to identify areas for improvement, not praise that, far from helping to elevate your company, can represent entering an unfavorable comfort zone.
At Acertiva, we can offer you research with the characteristics described in this post. Our team of analysts and strategic partners are ready to learn about your future plans. Thanks to our more than two decades in the sector, we can be a trusted supplier. With a presence in key LATAM countries, you can fulfill your plans in our part of the world. Contact us today and let’s start writing your next success story.
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