OUR SURVEY SAYS…

17th Aug

Ben Goldacre's rather unflattering opinion of survey-based news stories, in particular OnePoll which is, in his opinion, primarily responsible for an endemic problem within journalism, was published in this Saturday's Guardian.

His article raises a few points, none of which are particularly ground-breaking and certainly none I haven't heard before from "proper journalists" who love to bang on about how surveys aren't proper reporting.

Essentially his argument is three-fold...

"These articles are adverts."

No shit Sherlock.

We've been providing branded, stat-based news copy to the nationals for more than ten years now. Why do you think we do it?

Everyone is aware this is a branding exercise. We know it. The newspapers know it. The OnePoll panel members know it. Even the public know it, but they don't mind because they are entertained along the way.

Everyone's a winner. Apart from those who don't find survey-based articles interesting. My answer to those people would be simple. Don't read them.

"I couldn't possibly assess whether their results are sound, but I doubt it."

A heavy claim and entirely unfounded - however the point he is making does hold some weight.

We (as news specialists as well as market researchers) are frequently sent dubious looking "survey-based" press releases by PRs.

I've lost count of the number of "stories" our head of news has binned because he hasn't believed the credibility of the research.

It does happen. Some PR folk will try and dodge paying for proper research by doing a quick straw poll of the office.

But hacks see straight through these feeble attempts to jump on the survey bandwagon and material of this kind rarely achieves pick-up.

But a well-executed, robust piece of research, written in the style of the target publication can provide a golden opportunity for both PR and journalist.

With over 50,000 UK members , OnePoll is a widely respected and credible market research company which national news editors across the board have testified to.

"OnePoll is a well-respected and valuable market research source that provides not only ourselves, but the entire national news network, with excellent survey-led news stories and stats". Chris Pharo. Head of News, The Sun.

"We use Onepoll.com for surveys because they're fast and accurate. They give us page ready copy, written to our style - which is rare and very welcome in the fast moving world of national news."Ian Trueman. Assistant Editor. Daily Star

"An extremely reliable and professional agency with a solid reputation within the industry"Paul Eccleston. Ex Deputy News Editor. Daily Telegraph

"The team at OnePoll.com provide quick, reliable, and newsworthy market research, making them an invaluable source for national newspapers."James Scott. Deputy Editor, The Sunday Mirror.

OnePoll's panel base is representative of the UK population with its member demographics mirroring those of the general public. OnePoll members are generally web-savvy and strong online consumers. Age groups range from 16 to 56+ spanning 28 cities across 12 regions.

In addition to the hundreds of press offices and PR agencies who regularly commission research via OnePoll - our software is used by marketing and advertising companies to generate feedback on new products, services and potential ad campaigns.

I have as yet, not received one complaint as to how our stats have been presented - or indeed the credibilty of our reports.

"These stories are now ubiquitous, but they are not science...nor are they news."

This is my favourite argument - the one which "serious journalists" - usually from heavier newspapers love to emphasise, the argument that surveys are not proper news.

Ironically, even journalists who say this about surveys (my horrible friends included) still use them from time to time - when a stat makes them smile; or raise even half an eyebrow; or when they would rather have another hour snoozing at their desk than go out and find a real story.

Let's be honest here. No one is claiming the survey formula is cutting-edge, groundbreaking journalism. But it has a valid place.

If done properly, a survey story can be interesting, entertaining and frankly a welcome respite to all the misery.

I am thankful that as a newspaper reader (long live print journalism) I can be utterly depressed by pages and pages of murder, child sex offences, war, rape and government inefficiencies - but I can then turn the page to find that truckers and lawyers have emerged as the fattest professions. Brilliant.

Yes, at times it's futile. God forbid we should have a laugh.

I find the opinion that these stories have no worth elitism. It is journalistic snobbery which is insulting to the general public.

From as far back as human beings have had a voice, we have indulged in gossip. It may not be over the garden fence any more (we probably did that survey) but we still bitch about celebrities and argue over facts and figures. Women will always want to talk about shopping and men will always want to talk about football.

This is why our surveys get picked up daily by radio and television broadcasters, because they provoke discussion and provide talk value.

Goldacre himself, albeit disapproving of this news generation method, deemed it interesting enough to write an article on it, which is testament to the fact that these articles provoke a response.

They also, more importantly allow the public to play a tangible role within the daily news agenda.

They include the reader by allowing public opinion to be voiced within the national news arena.

Written by Harriet