We would lose our credibility. Our reputation is most important and we stand behind our signature. But if a client has a hypothesis and wants a survey to confirm whether it's right or wrong, we will do it. If I arrive with statistics to support his hypothesis, I'm a genius. If I arrive with statistics to say 'no, you're wrong' I have to be very well prepared to answer questions.
Clients like to hear what they think, but our business is accuracy.
Leger Marketing won't work for direct competitors, but since most jobs are done under contracts of a few months, that's seldom a problem. Little clients can be profitable, but we mainly target companies who are number one or two in each industry, and ones who come regularly with repeat business. The problem is the message they send out to the public, plus the fact that broadcast ratings are a grey zone because the two companies use different techniques that could both be improved. A problem also lies in the fact that a lot of traditional media do fast research and take decisions based on uncertain numbers. They don't invest a lot in quality and in the end, that can have an impact on marketing.