A few years ago I signed up to participate in market research through a local company. I was lured by the possibility of free diapers or free toys for the kids. It seemed like it might be interesting a fun and some studies even paid decent money.
As it turns out, I didn't qualify for most studies due to the fact that my husband works for a local appliance manufacturer and most studies seemed to revolve around me showing how I might use household appliances. My daughter was invited to participate in one study where she gave her opinion about toys and toy advertisements (and ended up begging for half the toys she saw advertised!). As a reward, she was given a $20 Polly Pocket toy that mounted to the wall. She was thrilled. I was not.
I hadn't heard much more from the market research people until recently when I received a screening survey. This one didn't mention appliances and only asked about the personal hygiene products I use- deodorant, lotions, moisturizer, shampoos. A couple of days after filling out the survey, I got a call telling me that I'd qualified for the study if I was interested in participating. I was told that it would involve me filling out 3 surveys on the computer over the course of 3 days. Then, the researchers would like to come to my house to see "where you store your personal care products." I was told that they would take pictures of my bathroom cabinets (I secretly thanked the Kon Mari method for helping me organize and reduce the clutter in there a few weeks ago) and then follow me to the store to see how I shop for deodorant.
I suspected watching me at the store with 2 kids running crazy and trying to sneak M&Ms into the cart while I frantically grabbed the first deodorant that looked vaguely familiar was probably not what they had in mind. I found childcare for the kids and agreed to do this. The promise of $225 for completing this study and not having to go to the facility for a long and boring focus group were good incentives.
The thought of researchers viewing my bathroom, photographing my cabinets and linen closet and the watching me shop for deodorant was a bit disconcerting, though. Even my closest friends haven't seen the inside of my bathroom cabinets. Having conducted market research myself in the past, however, I felt assured that all data collected would be anonymous and they really weren't there to critique my housekeeping skills.
I logged on to their website and got my first survey. It asked me to take a selfie. Huh? I did as requested and snapped a picture of myself as I was at that moment- sans makeup and wearing sweats. Who really wants to see this? Then, it said I should describe what they would see in that photo. This just gets weirder and weirder. I tried to justify my unkempt appearance explaining that this was a day when I wasn't planning on going out of the house or seeing anyone besides my kids and husband (I don't put on makeup just for my husband- a 1950s housewife I am not). Then, I had to photograph all of the places in my home/bathroom where I keep personal care products I use when getting ready for the day- my shower, cabinets, drawers, etc. I wondered why the researchers felt the need to come to my home if I was going to send them all of these pictures anyway.
The next activity was a journal activity. I was to take pictures and "at least 1 video per day" of my life and then write about what I was doing and feeling at the time. If it was a stressful experience, I was to tell what I did or what I usually do to deal with the stress. I don't think "have a glass of Chardonnay" was what they had in mind. How was this related to deodorant? Was this for real?
I dutifully complied with the instructions and took a few photos of my kids, my dogs behaving badly, etc. I wrote about how I took deep breaths and tried to think positive thoughts to calm myself during times of stress. I realized that my life isn't really that stressful and most of the stress I experience is related to my children not wanting to do the fun educational activities I have planned for them. I realized that, in times of stress, my first thought is rarely to reach for my phone and take a video. I also wondered who was going to watch these videos and look at these photos and I wondered how bored they'd be. Giving them access to my Facebook account might have been easier and just as interesting for them.
I reflected on what they might do with all of these photos and videos of my children and my dogs. I started to expect Stanley Milgram to pop up and point out my blind compliance to those in a a position of authority. I'm still not entirely sure that this isn't a social psychology study about our willingness to comply with those in authority when they ask us to do strange things. I'm pretty sure the market research company doesn't do studies like that and I'm pretty sure that would have required an informed consent, however.
The researchers are coming to my house on Tuesday to complete the study. This should be interesting.
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