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What you need to find out, or to say.
Research gathers answers to understand something. Marketing approaches someone to sell. Use a research contact to sell and the whole exercise becomes marketing, retrospectively, with every obligation attached. We hold that line rather than blur it.
Whether a piece of work is research or marketing is settled before anybody is contacted, because it decides every rule that follows.
Research and opinion work designed to find out, not to sell.
See the programMarketing work done openly, with the screening and consent the law requires.
See the programBusiness and management advice, informed by what the research actually found.
See the programCommunication and public relations work, with paid placement labelled as paid.
See the programDecide whether a piece of work is research or marketing before anyone is contacted, screen consumer calling lists against the national opt-out list first, keep research answers away from selling, and apply an objection immediately across every channel.
What you need to find out, or to say.
Named, because the rules differ entirely.
Opt-out list checked, lawful basis identified.
The finding the fieldwork produced.
Quoted per project or per engagement in euro after a first conversation. Fieldwork costs are itemised rather than buried.
Designed, fielded and reported.
Continuing advice for a business or a leadership team.
The requests this industry receives weekly.
Every engagement is quoted after a free consultation. No subscription.
MEMFI CONSULTING SRL was created on 29 November 1999 and is registered with the Crossroads Bank for Enterprises under number 0468.117.446, with its registered office at 26 Klokkeveld in Tessenderlo-Ham, Limburg. The registered activities are business and management consultancy and communication consultancy, with market research and opinion polling carried on from a second establishment since 2000.
Research and direct marketing look alike from outside and are governed entirely differently, which is why the first thing settled on any project is which one it is. Research collects information in order to understand something. Direct marketing approaches a person in order to sell to them. The moment a contact gathered for research gets used to sell, the exercise has become marketing and the obligations attach to all of it, including the part that was genuinely research. So research answers are never used to sell to the person who gave them, research contacts are not resold as prospect files, and anonymity promised to a respondent is kept. Where work genuinely is direct marketing we name it and do it properly: consumer calling lists screened against the national opt-out list before anyone is telephoned, prior consent where the law requires it, the sender identified and a free way out offered in every message. And an objection to direct marketing is absolute. It can be made at any time, costs nothing, cannot be weighed against anyone's commercial interest, and we apply it at once across every channel rather than only the one it arrived on.
Because the two sit under different legal regimes, and the obligations attach to the activity rather than to what you call it. Research collects information in order to understand. Direct marketing approaches a person in order to sell. If a contact gathered for research is later used to sell to that person, the exercise has become marketing and the marketing rules apply to it, including to the part that genuinely was research. Settling it before fieldwork avoids that retrospective problem entirely.
No, and we would decline the instruction. Research answers are not used to sell to the person who gave them, and research contact data is not supplied or resold as prospecting files. Beyond the legal position, it destroys the thing that makes research work: people answer honestly when they believe they are being asked rather than sold to, and a single breach of that teaches an entire panel otherwise.
It is the national list, established under the Code of Economic Law, on which consumers register to stop telephone canvassing. Calling lists aimed at consumers have to be screened against it before any call is made. Failing to screen is an infringement rather than an administrative slip. Separately, automated calling systems and fax used for direct marketing need prior consent, and email to individuals needs consent subject to a narrow exception for existing customers and similar products.
Immediately, and the right is unusually strong. Objection to processing for direct marketing purposes is absolute: it can be exercised at any time, free of charge, and it is not balanced against the controller's interests the way other objections are. Once made, the data must no longer be processed for those purposes. We also apply it across every channel rather than only the one it came in on, because honouring it by email while continuing to call is not honouring it.
No. Selling under the guise of research is a practice we decline, and it is the reason the boundary gets stated so firmly on this site. An approach presented as a survey which is actually a sales approach misleads the person answering and contaminates genuine research for everyone else. If you want to sell to people, we can do marketing openly and properly. It will work better anyway, because people can tell.
No, and that is not a limitation to apologise for. A finding is what the fieldwork produced, not what the client hoped it would produce, and research commissioned to confirm a decision already taken is an expensive way to be reassured. If the answer comes back unhelpful, you will get it as it is, with the method and its limits stated so you can judge how much weight it carries.
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