Tuesday, March 1, 2016

Pieroth Wines: Breaking an important rule of market research ethics

Window envelope letter turned up a day ago. I try to ignore them as much as I can but I did not recognise this mailing address. That makes me nervous, it may be a toll from a trip to Melbourne;  it might be a tax invoice from someone else, so I opened it.

A market research survey from a wine company I don't know. I was ready to ignore it but they were offering some lovely coffee mugs for 10 ticks in 10 boxes.

Halfway through filling it out I became a little nervous and chose to read the terms and conditions. There was a lot of legal speak but essentially they were going to use my details to put me on a sales mailing list. Sure there is an opt-out box but even then there was some weaselly words about:

"our receipt of your survey form shall be deemed to be your inferred consent to us phoning the number provided by you for fulfilling our business obligations of this Mailer. Occasionally we are allow like minded organisations to contact you with information that may be of interest to you"

Um, yeh. Breaking a firmly held ethical code of the Australian Market and Social Research Society. Confusing market research with other (usually sales) functions of the business.

Pieroth wines. Dodgy as.

So now let's see how good their social media monitoring is.

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