Engagement and market research both involve people and information. They just involve them differently.
Sometimes, market research will be part of an engagement process – perhaps as a report that feeds into the discussion, or as one discrete step where specific data collection is required. However, they aren’t the same thing.
Additionally, when we compare market research to high-influence engagement and deliberative processes, the differences become even more pronounced.
We’re sometimes asked if we provide market research services. We do design and deliver surveys and integrate research into larger engagement processes. Usually this is related to data that feeds into a deliberative phase of engagement. However, we don’t offer market research services specifically (although we do know, and have worked with, some skilled companies that specialise in this technical field).
We’ve also been asked whether deliberative engagement is a bit like market research, perhaps because they both involve recruitment (of citizens for a deliberative group, or a target audience for a focus group). They’re very different in terms of intent and application though and are built around different philosophies.
Today, we’re unpacking this myth and stepping through the key differences between the two concepts.
THE PROCESS DIFFERENCE
Quality engagement is about giving people adequate time to consider an issue and review some key information before providing input. Ideally, it involves some form of group discussion so different views and ideas can be shared.
Deliberative engagement involves a group exploring many facets of a topic, hearing from a broad range of perspectives and wrestling with the consequences and trade-offs of a range of options. Deliberative groups are given a ‘blank page’ – collectively they work together to develop and refine ideas and recommendations that can be accepted by the majority.
Market research is about testing predetermined ideas and concepts or gaining responses to a series of questions without offering many (or any) alternate viewpoints. It is based on reactive, individual responses, and doesn’t generally involve informed discussion with others. The participant is unlikely to have access to in-depth information or information from a range of sources and may not receive any information prior to providing a response at all.
THE PARTICIPANTS AND RECRUITMENT DIFFERENCE
Quality engagement seeks to invite all those interested in or impacted by an issue to take part and have a say. This can include targeting groups that may not usually have their voices amplified and encouraging them to take part.
Deliberative engagement builds on the above, however recruitment for these processes is very specific and specialised. Deliberative groups are usually selected through random, stratified selection processes that result in a group that’s descriptively representative of the broader community impacted by the issue or decision (based on key demographic targets). The organisation hosting the engagement process outsources the recruitment so that the process is completely independent. Additionally, the voices of stakeholders and the wider community flow into the deliberations, which helps to ensure the deliberative group considers broad views.
Market research tends to focus on a specific target audience or sample of that audience. Selection is not open to or generally representative of a whole community; and selection is not necessarily random.
THE PROMISE AND INFLUENCE DIFFERENCE
Quality engagement is about giving people some influence over the issue or decision at hand at some level on the IAP2 spectrum (above consult). The organisation hosting the engagement should inform the participants about how their input will be considered and used.
Deliberative engagement involves giving the deliberative group’s recommendations a high level of gravitas. The organisation promises participants direct influence over the decision, and the group directly presents their report to decision makers. The organisation will clearly state how each recommendation will be implemented and if any cannot be progressed, explain why.
Market research is about gathering information and doesn’t directly connect participants to outcomes or promise a level of influence. Market research tends to be a moment in time, not a broader process, so the participants aren’t part of a decision-making journey. The report at the end is more of a research report.
THEY’RE JUST DIFFERENT!
If in doubt, check out the name. Market research is about the ‘market'. This could include any portion of the community. Community engagement is about the whole community impacted.
One is very specific, the other more holistic. One is about meaningful participation and influence, the other about collecting data and information. Market research has value of its own and can require real expertise, however, it’s not the same as engagement and it’s not a core service we offer as community engagement facilitators.
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