This is especially true when it comes to business banking. Apparently, my responses have been appreciated because I was invited to a focus group. I was free at the time and the cash offered wasn't bad. No thanks, I 'fessed up. But on a more serious note, here's why I think it's vitally important for communicators to be in touch with the market research process, even if it means engaging in the ethical lapse of mis-identifying your profession.
Market research is at the heart of consumer behavior.
When you know what questions are being asked about products and services, then you have knowledge of what influences decisions to provide marketing support dollars for campaigns that may involve you. You also obtain a unique handle on the inside thought processes of professional marketers. Participating in a market research survey or focus groups teaches the PR professional how to pay attention to those small openings that could make a major difference. The internet, of course, offers multiple examples of the Art of the Survey. Friends in ad agencies or market research companies may be willing to show you old surveys, too.