Real research loses out to ‘frugging’

Michael Kavanagh’s article highlights pseudo market research (MW October 15) but the growth of “frugging” (appeal letters in the form of questionnaires) is not without its critics in the charity sector.

My view is that the practice is misguided, making it more difficult for all of us to carry out the legitimate market research we need to do to better understand our current and potential supporters. You don’t need to be a market research purist to see the problem here.

By focusing on short-term results rather than fostering long-term relationships, “frugging” goes against everything we as charity direct marketers ought to be about. We are all, surely, past the point where we could justify any activity, no matter how unprofessional, on the grounds that “it’s for a good cause”.

Tobin Aldrich

Direct marketing manager

Sight Savers International

Haywards Heath

West Sussex

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here