Precision

There is something formidable about precision.  We all love Swiss watches, and we all love precision in our Market Research data.

I was visiting Muscat and was having dinner with a client, and another person called CS whose agency conducted the fieldwork for us in Oman.

During the course of the dinner, the client - who had a reputation for being a stickler for accuracy - said:

John (the client) : "it is unfortunate that none of you Market research agencies seem to be able to give me precise market shares of the leading lube brands ...."

I : "Yes, it is difficult to assess that unless we carry out a large quantitative study"

CS (field supplier): "Your market share is 93.56%"

Stunned silence at the table.  The client's mouth was agape.

The client : "From where did you get this figure, CS?".

CS : "I know that for a fact".

I : "John, there is some soup on your collar".

The change of topic helped.  But the client was silent for the rest of the dinner, raising his head from the plate only to dart quick suspicious glances at CS.

After the dinner I took CS aside.

I : "Where did you get that number from?"

CS : "The client's brand is everywhere - it is obviously the leader"

I : "Yes, we all know it is the leader, but where did you get that number of 93.56% from?"

CS : "What is the problem? That is just a number to indicate that the client brand is the market leader.  I have seen lots of you researchers presenting such kind of numbers to clients in their presentations, and clients don't question those numbers"

I : "You cannot make up a random number like that.  We researchers present such kind of numbers only after we carry out fieldwork".

CS  : "Yes, and it is I who carries out all your fieldwork".

The conversation was getting into dangerous territory, and I thought it is better to beat a hasty retreat than probe into the implications of that statement.

There was one client though who seemed to have forever lost his taste for precision.