Viewpoint - MR confidential: anonymity in market research

Anonymity of respondents, and their individual opinions, is usually considered sacrosanct within much of the research conducted by the market research industry.

Viewpoint – MR confidential: anonymity in market research

John GriffithsPlanning Above and Beyond

What is it with market research and anonymity? The new MRS code is peppered with references to protecting the anonymity of respondents at all costs. Clients also have the right to anonymity unless this conflicts with respondents' right to know how their information was sourced. Anonymity is embedded in the code like a stick of rock. We've forgotten why it is there.

I think it is time to challenge the reasons for anonymity head-on. Because anonymity is becoming a fiction. The question is whether...

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