Market Research
Fostering Trust , Advocacy And Motivation In Market Research
By Brian Awuor
It ’ s been four years since the Kenya Data Protection Act 2019 came into force , transforming how organizations handle personal data . The law has had profound effect on businesses by promoting innovation , while at the same time recognizing the fundamental right placed on protecting personal data .
The purpose of the Act , which came into force on 25th November 2019 , is to give effect to Article 31 ( c ) and ( d ) of the Kenya Constitution that contains the right to privacy which is a fundamental human right .
Among other provisions , the law requires that consent to the processing of personal data by the data subject must be express , unequivocal , free , specific , and informed indication of the data subject ’ s wishes by a statement or by a clear affirmative action . What this implies is that data controllers and data processors will no longer be able to rely on implied consent to process personal data . The law , therefore , ensures individuals have increased control over their personal information . The regulation has also brought to the fore the importance of transparency in how businesses collect , use , and store user data .
Heavy fines and penalties have been imposed on organizations found violating the law . This has made many businesses to review their current data processing activities and processes to ensure that their systems comply with the new data protection regime .
The social marketing research is one of the key industries where the Act has had a profound effect . The industry uses or collects personal information about identifiable , living people and must comply with the data protection law , to ensure that the rights of ‘ data subjects ’ are protected .
In market research , trust is integral to the successful running of market research activities , as is the case with any industry . On one hand , it is critical to secure clients ’ trust . On the other , research agencies need to build respondent trust so that the individuals who complete research activities are willing to share their personal information , opinions , and behaviors .
The industry has now evolved beyond gathering data through simple surveys , focus groups and in-depth interviews . Research activities not only gather opinion but can also capture personal behaviors and data through various advanced techniques such as passive measurement of digital behaviors , facial coding , and eye tracking .
In market research , trust is integral to the successful running of market research activities , as is the case with any industry . On one hand , it is critical to secure clients ’ trust . On the other , research agencies need to build respondent trust so that the individuals who complete research activities are willing to share their personal information , opinions , and behaviors .
This continued evolution , along with the ongoing shift to online research , requires respondents to not only hold trust in the organization they are working with but also be engaged and motivated to participate . Otherwise , severe limits are placed on the project ’ s success .
Ipsos ’ 2019 study on trust , interrogates the idea that trust is in terminal decline in society today and didn ’ t find evidence to this effect . The report instead suggests that there is a more nuanced conversation to be had - one that is less about trust per se , and more about what organizations and individuals can do to be trustworthy in a particular context .
A survey conducted with the World Economic Forum on online trust and data
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