Market research
Insight and evidence in a time of uncertainty In a post Covid-19 world, research will be vital in developing policy, planning services and governing effectively, writes Jane Frost CBE, CEO of MRS Evidence matters. It is critical for decision multiplying exponentially. In a Covidmaking at every level of public life – 19 society, government and business building strategy, underpinning judgements need a range of evidence and insight and reducing risk. The market and social to help unpick the complex and wideresearch sector is the primary source ranging impact the pandemic is having for that evidence, providing all public on every aspect of society. It will be organisations and branches of government equally important once the crisis is over with valuable insight into its citizens, to determine how society, government their behaviour and motivations. and business has changed Detailed data and strong and evolved as a result evidence, coupled with real of Covid-19 – what insight, have traditionally public behaviours In the identified where hospitals, and attitudes have c ontext schools and immigration been unaffected as o f the cor services are most well as which have o n avirus outbrea needed. Research has altered. Certainly, k, resea advised us how best to it will be critical r c i m h ’s portanc get people from A to B that any research multipl e is sustainably and how to conducted, whatever keep them safe. It is about methodology is expone ying ntially people’s lives, their choices used, is of a high and their opportunities standard, especially as – and so, considering its responses are likely to be potential societal impact, nuanced and complicated. the quality, relevance and ethical The precedents are good. It is collection of that evidence is paramount. very encouraging to report that historically In the context of the coronavirus the public sector has a strong track record outbreak, research’s importance is for embracing high-quality and wide-
ranging in-depth research to improve its services, streamline systems and tackle complex issues, including some that still face society today. The UK market research sector leads the world. At MRS (Market Research Society), the UK’s professional body for research, insight and analytics, we regulate standards and promote best practice through our MRS Code of Conduct, a mark of research excellence. Work with an MRS accredited researcher and research supplier and not only will you have access to advice from the MRS Standards Team, but you are also guaranteed a level of methodological and ethical rigour essential in standing up to the scrutiny that public bodies are subject to. So, whilst we face some significant challenges, policy-makers and decision takers can look to some recent examples from government and public sector organisations that demonstrate the value research brings to society’s leaders. Saving lives through education It’s stating the obvious that, alongside efforts around prevention and regulatory fire safety work, one of the London E Issue 27.2 | GOVERNMENT BUSINESS MAGAZINE
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