Market research attempts to generate an understanding of, and knowledge about a market place and the consumer opinions, attitudes and behaviours within it, by systematically collecting information from specific samples of individuals

Market research, whatever it is called, whoever commissions it and whatever approach is used, has four key characteristics:

1. Its purpose is to gain insight or support decision making by generating understanding and knowledge.
2. It involves the systematic collection, analysis, interpretation and use of information about individuals, organisations or market places using the information gathering and analytical methods and techniques of the applied social, behavioural and data sciences, statistical principles and theory. Information (data) is obtained from specific samples and the findings extrapolated to the population as a whole. MR is scientifically conducted.
3. MR has no interest in the individual identity of respondents; respondents’ have to be offered confidentiality and anonymity even if we then ask them to waive it e.g. so that we can view non-anonymised fieldwork.
4. It does not result in direct action relating to individuals or organisations participating in it (except following up adverse events when permitted).  MR is not a commercial communication or a selling opportunity.

A piece of work’s objective(s) and approach (not its title or those commissioning it) define whether it’s MR. So a series of interviews undertaken to obtain representative anonymised feedback is probably MR, whether e.g. Corporate Affairs, Market Access, PR Competitor Intelligence or branding professionals commissioned the work, and whatever the study is known as internally, (and work referred to by other terms such as business intelligence, customer insight, customer satisfaction, user experience or co-creation is also covered by the BHBIA Guidelines)

Market Research is often used to test promotional or educational materials, wording/phraseology, product profiles and devices. Respondents’ reactions to these provide valuable insight.

• Market research must never be promotional – all materials must make it clear that what the respondent sees is for market research purposes only
• Sample size and composition must be in proportion and relevant to the market research – not over sampling a population
• Testing of sales materials is permitted and representatives can be involved in sales aid testing (i.e. to conduct a mock detail), as long as certain conditions are met, as specified in the Guidelines (but we strongly advise that representatives are not used to gather MR information)
• You must not carry out any activities, under the guise of MR which aim to manipulate, mislead or coerce individuals.

Refer to the following sections of the Guidelines for further information:

Section H4: Disguised promotion

Section G7: Testing sales aids

Section E5.5 Testing products and devices

• Disguised promotion could include unnecessary repetition of key words or phrases, including brand names, hidden selling tactics such as over emphasis on product claims, or leading questions. Look for interviewer instructions or script regarding materials to be shared with respondents
• Testing of sales materials using representatives should be suitably structured
• When testing devices suitable precautions should be in place and full consultation with medical and legal/regulatory departments is advised