Daily Archives: March 15, 2009

Daily Express, Better You, The Leadership Factor and Laura Clout: the Yes Minister approach to market research

We were shocked to see a Sunday Express story by Laura Clout, stating that:

Research by natural health firm BetterYou [which sells nutritional supplements] found that more than eight in ten of us do not eat fruit and vegetables in our daily diet.

These is a really striking figure, so we asked BetterYou for the research behind it. They, and their PR agency Lucre Communications, were very helpful with our questions: the research was carried out online by The Leadership Factor, with a total sample of 1,000 adults. However, we found a number of issues with this research. As you’ll see in the above Yes Minister clip, there is a noble British tradition of surveys which reliably give certain answers and – while this may be entirely accidental – The Leadership Factor and BetterYou appear to have followed this great tradition. Continue reading

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