VSMS goes on the communication offensive
In its campaign "Your Opinion Decides", the Swiss Market and Social Research Association VSMS clarifies the personal and social benefits of market and social research. A newly created seal of approval is intended to differentiate from direct marketing and sales.
The campaign was developed in cooperation with the agency Humans Berlin. It aims to educate the industry about the purpose of market and social research. In this way, the association not only wants to actively inform people about its work, but also motivate the Swiss population to participate in surveys. Using polarizing topics, the campaign shows that those who take part in surveys can make their opinions heard and thus have a say in important issues.
With the campaign, the association also wants to distinguish serious market and social research from activities often perceived as disturbing, such as sales and telemarketing. To this end, the aim is to publicize the new seal of quality "Swiss market research. No sale - Wisschenschaftlich-Anonymous" as an important distinctive mark of serious market and social research, as the association writes in a press release. These quality standards are ensured by the collective brand VSMS Swiss Interview Institute, which is managed by the association and registered in the trademark register. 34 market, opinion and social research institutes are united in this collective brand.
This is because calls are often made to pretend to be a survey. "The result is then, unfortunately, that calls from reputable market and social research companies are equated with or confused with telephone calls made for the purpose of direct marketing and sales," says Roland Rosset, President of the VSMS. It is therefore no wonder that fewer and fewer people are willing to take part in surveys conducted by market and social research institutes. On the one hand, respondents must be made aware of the benefits of market and social research, and on the other hand, they must be made aware of the difference between this and telemarketing and sales.
At the heart of the campaign are three ad motifs that will be placed in all major daily newspapers throughout Switzerland (planned reach 83 percent), as well as banners, an information brochure and the campaign website Switzerlandmarketresearch.ch.
Responsible at VSMS: Mitja Ruggle, Roland Rosset, Barbara Felix, Nicole Rosset. Responsible at Humans Berlin: Res Matthys,Sebastian Jerez.
