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Loading ...Of studies, surveys and [self-serving] statistics…
By Joaquim P. Menezes -
“There are three kinds of lies,” asserted Benjamin Disraeli, “lies, damned lies, and statistics.”
Perhaps Disraeli was a bit harsh.
There are those statistics that aren’t exactly lies, but are cherry-picked to reinforce or support a particular position.
Vendor-sponsored surveys almost always belong to this cateogory.
They self serving – no question about it – and understandably so.
After all if a vendor puts down a whack of money to commission an independent research firm (say) to do a survey, it’s usually because they believe the findings will come in handy for their marketing or promo initiatives.
I remember several years ago, reading about a study that found the urge to kick their constantly malfunctioning photocopiers is growing among Canadians.
No prizes for guessing who commissioned that study – a leading printer manufacturer, of course.
That’s not to say the results were flawed. (Though I’d say here at the office, if I had my way my kicks would be divided, about equally, between the photocopier and printer – they take it by turns to konk out at the most inopportune times).
Anyway, these were my cheerful thoughts when I read a release in my Inbox today about a national survey conducted by Xerox Research Centre of Canada and Leger Marketing.
The focus of the survey was Canadians’ views on diversity in the workplace.
“The majority of working Canadians,” the release asserted, “believe that Canada’s diversity leads to greater innovation and business success.”
It went on to say that:
• “More than three-quarters of Canadian workers (77 per cent) polled feel diversity in culture and background contributes to innovation and creates a stronger Canadian business landscape;
• Nearly four-fifths (79 per cent) feel Canada’s cultural diversity gives us a distinct advantage when it comes to fostering innovation.”
• Working Canadians feel individual talent and experience have the greatest impact on innovation (38 and 35 per cent), which was nearly unanimously seen by respondents as a necessity for business success (96 per cent)
So what’s so self-serving about that, you say.
Read on.
The release then goes on to tell you how Xerox Canada has intuitively adopted an approach that’s in sync with the views and weltanschauung of most Canadians – on the issue of diversity, innovation and business.
“The findings from this survey,” it says, “validate an approach that’s been the linchpin of Xerox Canada’s innovation success for decades: finding the most talented and innovative research professionals from around the world and bringing them together under one roof.”
Following this, we’re presented with a bunch of other general “survey highlights.”
Not a bad piece of marketing that.
Incidentally re. the quote at the start of this blog. There are serious doubts being expressed whether Disraeli uttered it at all.
Posted on September 25th, 2007 by Joaquim Menezes and filed under Best Practices |
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October 1st, 2007 at 1:01 pm
I think that’s called good business and well thought out marketing - would you prefer vendors come up with positioning that is void of insight into the markets’ priorities?
Sure I work with a major research organization and we are direct beneficiaries of said research investments - what you neglect to mention is there are equal numbers of studies commmissioned that don’t supply the insights or points to reinforce a vendors position, very often the results of these studies never make the light of day yet save the ICT providers a great deal of time and investment and provide insights to refine and build products and services that the market actually demands.