The end of anonymity as we know it. Purism against the need for decision making

Rob Does

This paper initiates a discussion about respondent anonymity. Both from the side of the consumer as well as from the client, there are reasons to give the removal of anonymity from respondents some second thoughts.

The End of Anonymity as We Know It

Purism Against the Need for Decision Making

Rob J.F. DoesITHAKA Marktanalisten, Netherlands

BACKGROUND

In today's business, we identify three major revolutions that are affecting the way we work.

  1. Our society is becoming increasingly more of an open society where customers are accustomed to share personal information with companies, service organisations and even government bodies. Even stronger, more and more consumers are actually displaying their behaviour and attitudes and appreciate companies that adapt their communications to consumers. The client cards at the Tesco's and Carrefours of this world, the databases with sales...

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