BREAKING NEWS: Researchers caught 'conducting research'

Here’s a good example of all that can sometimes be bad in journalism. Picking up on the recent controversy in the UK over the use of young people to promote junk food via word-of-mouth marketing campaigns, the Australian Daily Telegraph has this shocking report, revealing that “children as young as eight are being paid to test new snacks, fast food, lollies and fizzy drinks”.

The story goes:

“Food makers are among those recruiting guinea pigs for feedback on products, flavours, advertising, packaging and portion sizes. The youngest are paid about $30 to $40 by market research firms for chats lasting up to 90 minutes.”

Despite the implications and the use of perjorative terms like “guinea pigs”, the Telegraph’s story is grasping at straws.

The piece features extensive quotes from Australian Market and Social Research Society vice president Matt Balogh who explains that, yes, businesses who make products targeted at children do carry out surveys and taste tests before product launches, but that researchers are banned from quizzing children under 14 without the blessing of parents or guardians and that most agencies seek consent for anyone under 18.

Balogh makes a robust defence of the research industry, its role and the importance of parental choice in whether children can take part in such projects – which, from my perspective, undermines the Telegraph’s attempt to generate outrage in its readers. That may prove little comfort to researchers in the long run, however.

Consumer groups have long railed against the ‘damaging’ influence marketing has on what children eat, drink and play with, and it would be a cause for much concern were research to start being seen as part of the problem.

Perhaps the industry needs to start developing the argument that research can help to stem the proliferation of unhealthy food and drink products. It’s not really research per se, but initatives like the McDonald’s Mums Panel have led to healthier options appearing on fast-food menus.