AMCIS CEO stresses need for objectivity in consumer research - AMCIS

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AMCIS CEO stresses need for objectivity in consumer research

AMCIS CEO has stressed the need for objectivity in consumer research. Writing for School Management Plus magazine (p41), Tory Gillingham says: “Research is one area of marketing where it really pays to bring in outside help, with your resident marketing specialist as project manager.”

She also warns that:
“If you’re tempted to minimise costs by running your own [focus groups], be aware that moderators from within your school community are susceptible to misinterpreting the meaning or importance of what participants say simply because it’s hard to prevent personal experience from colouring our individual interpretations. Parents may also find it hard to speak freely in their presence.”

The magazine also carries an article on how to use stakeholder research to inform brand definition (pp35-37), written by AMCIS corporate member Carolyn Reed.

Image of article - Consumer Research Matters! - in School Management Plus magazine

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