Opinion Leader found in breach of MRS Code of Conduct
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UK-- The Market Research Standards Board (MRSB) has found Opinion Leader in breach of the MRS Code of Conduct. In response, Opinion Leader has questioned whether the MRS is competent to assess new forms of deliberative engagement.
In December Greenpeace took a complaint to the MRS regarding Opinion Leader's deliberative work for the UK government's nuclear power consultation. The Talking Energy project was carried out in September 2007.
Greenpeace alleged that the stimulus materials used were “not of appropriate quality in that they were misleading, inaccurate or erroneous and were designed to achieve a desired outcome”.
In a statement published today, Opinion Leader was found, in one respect, to have breached rule B14 of the Code which requires that steps are taken “to ensure amongst other things that respondents would not be led towards a particular answer”.
The MRSB noted that “deliberative research is a relatively new technique and that there are no current MRS guidelines on preparation or review of research materials specific to deliberative research.” Nonetheless it concluded that “this was not a minor or trivial breach and it was appropriate therefore that Opinion Leader should be formally advised of the breach…with a requirement to take corrective action with regard to the process that resulted in the breach in this case”.
In a statement on the Opinion Leader website, chief executive Viki Cooke wrote, “We do not accept the MRS ruling, which we believe to be incorrect. We do not believe that the MRS – a market research trade body – is competent to assess these new forms of deliberative engagement. Instead we have been involved in developing new guidelines in collaboration with a team of experienced practitioners, commissioners and evaluators – the MRS has not been involved in this. We are completely satisfied that the project was sound and fair and are proud of the Opinion Leader team's work on this and more generally in developing these innovative methods.”
Author: Marc Brenner
Related links:
Scientists criticise OLR's nuclear role
Greenpeace issues legal threat over UK nuclear consultation
Greenpeace blasts Opinion Leader over nuclear polls
