Answers From Jupiter Research (JupiterKagan)
07/11/2006
Back-story
A few weeks ago JupiterKagan/Jupiter Research issued a press release that provided results from a study about corporate blogs - Jupiter Finds That Deployment of Corporate Weblogs Will Double in 2006. I was puzzled by one particular finding - "... nearly 70 percent of all site operators will have implemented corporate blogs by the end of 2006." The stat seemed high to me.
I contacted JupiterKagan/Jupiter Research, via their agency Peter Arnold Associates, to lean something about the methodology (not included in the release). JupiterKagan/Jupiter Research refused to provide additional information (which in all fairness was their right). However, concerned with the study's conclusions, I voiced my questions - which I felt was my obligation to the readers of Diva Marketing. Here's the link to the Diva Marketing posts one and two and three.
The posts caught the attention of many in the biz blogosphere including Fard Johnmar who bought the research and came to his own conclusions; and Ian Betteridge who commented on NevilleHobson.com that I should have contacted Jupiter directly. Ian I took your advise.
JupiterKagan's/Jupiter Research's Response
I left a voice message for David Schatsky, President, JupiterKagan, Inc. I offered Mr. Schatsky an opportunity to tell his side of the story. The following is the unedited eMail exchanges that Mr. Schatsky kindly gave me permission to post on Diva Marketing.
David Schatsky's eMail response #1
Hi Toby.
Thanks for your voice mail. I appreciate your interest in our research.
You must be aware that it is disingenuous in the extreme to publicly voice "concerns about JupiterResearch's lack of methodology information to support the findings of a study" when in fact our methodology is transparent to all of our clients.
We do not tend to devote time to providing information of this type for free to anyone, as it's generally beyond the scope of the interest of publications who follow the sectors we cover and does not benefit Jupiter or Jupiter's clients--who pay for the privilege of exclusive access to this information. You owe your readers a correction of this misrepresentation.
I'll tell you that some of the data cited in the report you are discussing and mentioned in our press release is from a survey of 251 executives from a variety of industries who make decisions about their company's Web site spending and who work at companies with $50 million or more in revenue.
It's worth noting that some of the other bloggers you engaged in dialog thus misrepresented the focus of our study, suggesting it focused on Fortune 500 companies. That's not what we said in our report or in the release. For the sake of your own credibility, it's worth correcting that misrepresentation as well.
Thanks and best regards,
David Schatsky
President
JupiterKagan, Inc.
Toby's eMail response:
Mr. Schatsky -
Appreciate your email response to my message.
I want to make it very clear that my intention was never to bash JupiterKagan; however, when an organization provides research findings to the general public, for example, as stated in a media release, without the benefit of background details don't you agree it may cause people to question how those findings were determined? Although JupiterKagan's clients may be familiar with its methodologies, I'm sure JupiterKagan doesn't expect the marketing community at-large to accept results from (any) research at face value.
In my message to you I offered the opportunity to present your side of the story. Would you like me to post your response to Diva Marketing? I will be happy to publish your comments unedited. If you prefer that this remains a private conversation between us I will certainly honor your request.
Looking forward to your response.
Very best.
Toby
David Schatsky's eMail response #2
I agree that our news releases may cause people to question how our findings were determined. That's a good thing from our perspective. An aim of those releases is to motivate people that have a significant stake in understanding and applying out findings to inquire with us about becoming clients.
JupiterResearch clients have unfettered access to our analysts. Our analysts can not only explain the finer points of methodology, but also provide market intelligence, advice on best practices, insight into trends, and so on.
Feel free to post my response on your site.
Regards,
David Schatsky
Mr. Schatsky seems to think that I owe you an apology. I apologize to all readers who feel I misled them. I stand firm in my belief that any marketing research firm that offers results to the public should include information about the methodology. If not, don't be surprised if marketers, bloggers, the media or prospective clients question your findings and draw conclusions based on the information provided including questioning the credibility.
Sidebar: The debate for the marketing research community - Is it a business decision not to include methodology with publicly published findings or is it an ethical issue? Thanks to Bill Neal, SDR, Inc. for the link to the AAPOR Code of Ethics - reference - III. Minimal Disclosure of Research Findings (American Association for Public Opinion Research).
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