VoxPop News

Survey researchers aim to make the link between opinion research and Canada’s economic and social success

The Marketing Research and Intelligence Association (MRIA), which represents Canada’s survey research industry, has introduced a national, multi-faceted information campaign to give voice to Canadians and encourage participation in opinion research.

Called VoxPop, or Voice of the People, the campaign will educate Canadians about the value of opinion research – and its power to influence corporate and government decision-makers on everything from public policy advances to new products and services that more truly satisfy people’s needs.

The VoxPop campaign will provide a forum for the opinions of Canadians and showcase the societal value of survey research through an on-going series of national surveys on issues that resonate with Canadians. The results of these studies will be released nationally to media starting October 22, 2007.

Other facets of VoxPop include a series of articles, media interviews and speaking engagements that will place particular emphasis on the rigorous privacy protections afforded survey respondents by MRIA members and what people can do to ensure that the surveys they have been invited to participate in are legitimate.

“Marketing and survey research plays an essential role in our democratic society by enabling people to influence decision-makers who rely on accurate research data to make the right decisions,” says Barry Watson, President of MRIA. “VoxPop will tell that story and help people to understand that, when they participate in a survey, they tangibly influence decisions that will impact their lives.”

For example, opinion research has given Canadians a strong voice in:

• enhancing the effectiveness of anti-smoking campaigns aimed at children and teenagers
• improving road safety programs that motivate citizens to change their behaviour on issues ranging from drinking and driving to seat belt usage, speeding and proper tire inflation
• developing environmental initiatives aimed at improving waste management and energy usage practices among Canadians, and
• improving the effectiveness of a broad array of education and health care initiatives

“Participation in opinion research is the single most effective way for individual Canadians to voice their opinions,” says Watson. “No other vehicle even comes close to offering such direct influence.”

VoxPop builds on a high level of public support for opinion research. An MRIA survey conducted in August of 2007 found a strong majority believes surveys and polls create economic and social value as a means for individuals to influence corporations and governments. The study found 81% of respondents believe surveys and polls serve a useful purpose. Nearly three quarters (74%) believe participation in surveys gives people the opportunity to influence public policy issues, and 88 percent felt surveys enable people to voice their opinions to companies about the quality of their products and services.

Despite this level of support, however, survey researchers have found it challenging to maintain respondent rates for telephone surveys in recent years. Busy lifestyles, heightened privacy concerns, constant telemarketer calls and widespread use of “gatekeeper” technologies, such as Caller ID and voice messaging, have made it increasingly difficult for opinion researchers to be heard.

VoxPop is part of a broader, long-term effort within the marketing and survey research industry to counter this trend through public education and transparency. In the fall of 2006, for example, MRIA introduced the world’s first Charter of Respondent Rights. The Charter, which is endorsed by all MRIA members, enshrines the privacy rights of survey respondents in clear, concise language. MRIA members are obligated to explain these rights when inviting respondents to participate in surveys.

The MRIA also protects respondents through its Canadian Research Registration System, which tracks MRIA member surveys being conducted in Canada.

MRIA members must register their surveys on the system and, upon request, provide respondents with the survey’s registration code and the system’s toll-free telephone number (1-800-554-9996). With a simple phone call, respondents can quickly confirm the legitimacy of the survey and make an informed decision about whether they wish to participate. People can also use the MRIA’s registration system to file complaints.

Beyond showcasing societal value and educating consumers about their privacy rights, VoxPop will also work to inform Canadians on the purpose and workings of the federal government’s Do-Not-Call Registry which is expected to launch in the fall of 2008. Survey researchers – who never solicit money or sell products – are exempt from the Registry and there is a need to make clear that the Registry is aimed solely at blocking the calls of telemarketers.

“Respect for the contributions of survey respondents and their privacy and consumer rights is at the core of our industry,” says Watson. “VoxPop is a reflection of that respect and the need to maintain and enhance the value that survey research creates for society.”