In the consumer market research space, it is understood that marketing executives should never take the lead in conducting qualitative studies.

These brand experts, who have the skills required to run focus groups or in-depth interviews, lack the independence and objectivity to hear consumers criticise their brand without reacting. Their reactions — such as rolling their eyes — can invalidate the entire research process.

In the employee research space, this principle is ignored. It is common practice for HR managers to facilitate employee focus groups or run one-on-one interviews.

However, in the same way that brand managers cannot avoid reacting to criticism, HR managers cannot help but defend the company line when it is challenged or denounced.

And worse, employees who have their views and opinions pushed back on will, in a phenomenon known as defensive silence, clam up.

At Newlens Research, we mitigate this risk by providing employees with a guarantee of anonymity. This cast-iron guarantee allows them to voice their views and opinions on any topic without fear of repercussions from superiors, colleagues, or subordinates.

Our independence and objectivity is an asset that enables us to act as a conduit between the most junior employee and the executive office, delivering the insights that leaders need if they are to navigate an increasingly complex and volatile external environment.

If you want to know more about how our unique approach to listening can help you get the insights you need to shape your strategies and inform decisions, don’t hesitate to contact David Croston at Newlens Research.

Employee listening for leaders™