Originally published 20 December 2005. This article is retained from the tCI archive. Law, policy or practice may have changed since publication.
One of the most frequently asked questions is "What's the difference between market research (or social research) and consultation?"
Sometimes the question comes from experienced researchers who, for years have worked in public bodies and supplied Chief Officers and Committees with important background material, and who have, in recent years been busy with Government-inspired satisfaction surveys and other initiatives. Sometimes the question comes from Councillors or Board members still struggling to understand the dynamics of consultation.
What causes the confusion is that consultation often uses the techniques of market research, but differs from market research in the use that is made of the data. In other words much depends on what happens next? In a good consultation exercise, an organisation presents stakeholders with a considered proposition. A new programme, policy or decision is explained, maybe options are outlined, and views are sought and an informed dialogue is encouraged. It is perfectly proper to use market research techniques for this data-gathering phase.
But once that phase is over, there are important obligations which a consultor must normally fulfil. Firstly, the output might need to be published and analysed scrupulously fairly - using a third party if necessary so that protagonists in a controversial issue can have confidence in the impartiality of the exercise. Secondly this analysis has to be published so that all those who contributed and all other stakeholders have visibility of the conclusions and the recommendations made to decision-makers. Thirdly, there must be a visible attempt to clarify or resolve important disputes of fact or opinion where these have a significant bearing upon the decisions that have to be taken. Finally, there has to be a clear audit trail that shows how the consultation output was submitted and considered by decision-makers, and the decision communicated to those who took part in the dialogue.
Usually, very few of these tasks are required in a market research exercise. For the difference is that in the case of consultation, a much more meaningful …and continuing…. relationship is created between consultors and consultees. The latter contribute their time and effort to helping an organisation improve its decisions, or make better choices. They are not fools; they don't expect to win every argument. But they do expect to be listened to. And in a sceptical age, they naturally want reassurance that the processes of consultation are robust enough to ensure that their views are fully taken into account. Proper consultation creates expectations that rarely arise in market research.
These back-end activities are still poorly implemented in many public bodies. Feedback is universally regarded as poor by disgruntled stakeholders, and too few organisations can trace the progress of a consultation through to the hands of a real decision-making body. This is why so much consultation still looks and feels suspiciously like market research!
But times are changing. The Freedom of Information Act 2000 is now in force and committed stakeholders will rightly demand access to the data compiled in consultation exercises, and the policy papers prepared as a result. The question about consultation being the same as market research may be asked less frequently…! Trigger points
- Take an objective look at your post-dialogue processes for consultation?
- How much visibility do you give to the output of consultations? Is feedback adequate?
- Study the implications of the Freedom of Information Act. Note the Institute's forthcoming Seminar on this subject
This is the 32nd Tuesday Topic; a full list of subjects covered is available for Institute members and is a valuable resource covering so many aspects of consultation and engagement