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

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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