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Monday, 30 November 2015

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Unilever chasing improved qual quality with accreditation programme


Unilever refers to 'the researcher' and intends to award accreditation to an agency based on the qualities displayed by an individual researcher. So what happens when that individual leaves the agency? Qual agencies (and individual researchers) usually have selective areas of expertise, eg ad development, branding, customer motivation, segmentation, kids research, etc. Some agencies/researchers are good at everything, but an agency/researcher who did a blinding bit of work on one subject may not be the best for another. So will the accreditation process have a whole range of mock briefs tailored to different specialisms, or will every agency be assessed on the same mock brief, regardless of whether that's their area of expertise? Apart from the fact that not every piece of research leads to stunning insights, and aside from the fact that a key part of the analysis of group data is the consistency across/differences between groups, no conscientious researcher with any integrity is going to offer strategic recommendations based on only one group. The only sensible thing the candidate can say about analysis is 'you need more groups'. I'm not a qualitative researcher, so I have no axe to grind here. But I'm a very experienced buyer. If there's a problem with the quality of work being commissioned, it either points to a lack of training among the buyers or a lack of good suppliers in the region. How is an accreditation procedure going to address either of those problems?

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11:16 am