If you've ever received a phone call during dinner or family time and heard, "I am on the Do Not Call List. Stop calling me," you're not alone.
In the world of market research, such reactions are common. Surveys are intended to benefit consumers by improving products and services, setting appropriate price points, and providing a channel for feedback.
Yet, there’s a growing negativity towards these calls, often due to experiences with unethical practices. One such practice is frugging.
What is Frugging?
Frugging is a deceptive fundraising tactic disguised as market research.
The term “frugging” is a blend of “fundraising” and “frugging,” and it involves soliciting donations under the pretense of conducting a survey. Instead of gathering genuine research data, the caller aims to secure a financial contribution from the respondent.
This practice damages the credibility of legitimate market research by creating distrust among consumers.
How Frugging Works
Here’s an illustrative example of a frugging script:
Caller: Are you aware of the organization named ABC Health?
Respondent: No.
Caller: ABC Health offers healthcare assistance to low-income families in your area.
Caller: What is your impression of the ABC Health organization?
Respondent: Positive.
Caller: In a typical year, does your household donate to non-profit organizations like ABC Health?
Respondent: Yes, sometimes we donate a little to non-profits.
Caller: How likely would you be to donate to ABC Health in the next 6 months?
Respondent: Somewhat likely, we'd consider it I suppose.
Caller: How much of a donation would you be willing to give to ABC Health?
Respondent: I would donate around $10.
Caller: How would you like to be billed for your donation to ABC Health?
In this script, the conversation transitions from general survey questions to a solicitation for donations, misleading the respondent under the guise of market research.
The Impact of Frugging
Frugging erodes trust in market research by making respondents wary of all phone surveys, whether legitimate or not.
This skepticism can lead to lower participation rates and a general aversion to answering surveys, impacting the quality and reliability of market research data.
How to Differentiate Ethical Research from Frugging
- Transparency: Ethical market research firms will clearly state the purpose of the survey and provide information about the sponsoring organization.
- No Hidden Agendas: If the primary goal is to gather donations or sell something, it’s not a genuine research effort.
- Professionalism: Legitimate researchers respect your time and privacy, and they won’t pressure you into making donations or purchases.
Final Thoughts
Frugging is an unfortunate practice that harms the reputation of market research by misleading respondents. While it’s essential to be cautious of deceptive tactics, it’s also important to recognize and support ethical market research practices.
By doing so, you contribute to the integrity of the field and ensure that surveys continue to provide valuable insights for improving products and services.
Contact Our Ethical Market Research Company
At Drive Research, we uphold the highest standards of ethical market research to ensure transparency and trust. Discover how our genuine insights can drive your business forward—contact us today to learn more!
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
George Kuhn
George is the Owner & President of Drive Research. He has consulted for hundreds of regional, national, and global organizations over the past 15 years. He is a CX-certified VoC professional with a focus on innovation and new product management.
Learn more about George, here.
