Week 9 EOC | The Dark Side of Market Research

After watching the movie, Network, we can see the dark side of market research. The movie is very entertaining; however, the movie also displays real marketing tactics. For example, the whole plot of the movie centers around a television network, UBS, trying to boost their low ratings. One of the main characters, Diana Christensen, portrayed by Faye Dunaway, is one of the network's producers. She first conducts market research by doing polls and interviews, wanting to know why people are not tuning in onto their programs and what people really want to watch on television. Then, she figures it out and pitches an idea to the network executives. As a result, the network creates a show that appeals to the market place; they give people what they want. In market research, the ratings/numbers drive the network's decision.

Although this situation was initially based on fiction, it has become a sort of reality in today's society. It is proven that market research is very useful, but it also has the potential to be a very destructive tool. For example, the whole concept of market research is to figure out what consumers want by conducting surveys, polls, interviews, etc. Then, the researchers analyze the results and make recommendations to improve the profit and/or customer experiences. Today, market research plays a vital role in everyday life, whether we choose to notice it or not.

Politics and political campaigns take advantage of market research all the time. Politicians will create these advertisements that are extremely influential, but not always creditable. The sad truth is that it doesn't have to be creditable because the general public will not look into its authenticity. These politicians will hire market researchers to figure out what people want to hear, essentially. Together, they will create these extreme advertisements for people they are trying to influence. People only know what they are served. People no longer read things. A scary example is people will believe anything on the Internet. The saying is, "If it's on the Internet, then it must be absolutely true." Thus, we have the dark side of market research.