Getting back to business

Editor’s note: This article was submitted by the Professionalism Committee of the Qualitative Research Consultants Association (QRCA). The committee consists of J. Robert Harris (chair), Robert W. Kahle (vice-chair), Diane M. Harris (secretary), George Balch, Jean Craciun, Christopher Herbert, Linda LaScola, Barbara Rosenthal, and George Silverman.

The terrorist attacks of September 11 have left us all stunned, saddened, shocked, angry, and uncertain as to what the future may bring. President Bush, as well as a number of eminent social psychologists, has emphasized the importance of getting back to work and carrying on business as usual in order to initiate a healing process and help get beyond the impact of these tragic events. But what will “business as usual” mean? How will the healing process evolve? When will society recover a sense of normalcy?

As we come to terms with recent events, we realize that as market researchers we are in a unique position to provide both information and insight during these unsettling times. Because our finger is on the pulse of the people, we can discern prevailing attitudes, assess the impact of new developments, evaluate changes in motivation and lifestyle, and ideally, help restore the stabilization and routine that is needed. In short, we have the potential to help others while we are helping ourselves…but how?

The Professionalism Committee of the QRCA has addressed this issue. We recognize that as we get back to conducting research, our respondents will probably react somewhat differently; as future events unfold, some topics may be too difficult to discuss, while others may be regarded as too trivial to take seriously.

In addition, our clients will probably be uncertain as to how to advertise and market their products and services, or how to evaluate feedback they get from consumers and potential consumers. This phenomenon will be evident in varying degrees throughout all the countries in the world. With this in mind, the committee, on behalf of QRCA, would like to offer researchers, marketers, and advertisers everywhere a series of guidelines designed to help you focus on the job ahead and perhaps make some small contribution to getting back to business as usual.

1. Get back to work.

Write proposals, call your clients or suppliers, make new sales calls, and proceed with every project possible unless there are clear security concerns to prevent it. The only way to get back to normal is to go back to normal. Whether or not you agree with the notion that reestablishing your old routine is a positive response to terrorism, you will undoubtedly recognize the benefit in your personal readjustment. Encourage family members, friends and colleagues to do this as well.

2. Acknowledge the tragedy.

In the effort to get back to normal working behavior, do not ignore or dismiss what has happened. When writing a screener or questionnaire, for example, consider including a statement that encourages respondents to attend or respond despite what has happened or how they are feeling. In the introduction of your interviews, emphasize the importance of focusing on what may now seem mundane given recent events. Thank them for participating in research and indicate that their participation is evidence of their commitment to continuing with their regular activities.

3. Provide a cathartic outlet.

In the weeks and months ahead, if further terrorist attacks occur; consider asking clients to allow a brief section of any qualitative research to be used to discuss the attacks, the fear, and the emotional and behavioral responses. This can serve not only to clear respondents’ heads but it may add to the group dynamic and sense of group cohesion. In the aggregate, it may also add to our understanding of human behavior during these difficult times.

4. Seek to understand the change in context.

As a result of recent events, it is likely that many consumers will undergo substantial attitudinal and behavioral changes. Qualitative consultants are in a unique position; it is important that qualitative researchers continue to do what they do best: interpret human behavior and the social processes now at work. They need to help clients understand that they face a whole new set of research issues and problems. Qualitative researchers are in the business of helping clients reduce uncertainty and act in the face of uncertainty. Uncertainty has just multiplied.

5. Recognize that changes in project planning may be called for.

Be sensitive to the effects of using certain techniques, discussing certain topics or issues, and to conducting research with certain respondent segments or in certain regions. Clients and suppliers should meet to help find a comfort level regarding the type and content of research being considered. Researchers need to assure clients they will be advised of any issues that might be insensitive or inappropriate.

6. Analyze your findings carefully.

Carefully consider and discuss with clients the nature of results within the context of the current respondent psyche. This is an area where qualitative researchers can make a real contribution. Respondents may say one thing but be betrayed by their tone of voice or body language. Others may be reluctant to disagree because they subconsciously want to promote harmony and affinity, not discord. Qualitative researchers can help clients by being aware of, and dealing with, below-the-surface attitudes and reactions.

7. Collaborate with other re-searchers.

During the coming weeks and months, travel may be restricted or disrupted, schedules may change, and last-minute logistical problems may occur. Consider collaborating with other researchers both in the U.S. and internationally in order to keep projects moving and on schedule.

8. Hang tough.

Resolve to be strong during these challenging times. Business may be sporadic and family members or close friends may have adjustment problems that distract you from your work. Try to keep a good attitude and a positive outlook. Remember that we can help others. Pledge to continue to share information as the weeks unfold to collectively determine the method and manner in which we can best serve our clients, respondents, and fellow citizens.