Friday, November 25, 2016
Author: John Patterson

Study on Canada Post

Patterson, Langlois Consultants and its partners Ad Hoc Research, Laroche Recherche, the Parriag Group and Qualbox recently completed a major study titled "Canada Post Review: Research with Canadians"...

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Diversity – Why is it so important?

There’s a lot of talk out there lately that reinforces the importance of diversity for organizations of all types.  It's easy to think of diversity as simply a social or HR imperative, but in truth diversity is key to adaptability.    Xerox -- the company we all know for copiers – is a case in point.   Xerox stands as a rare example among Fortune 500 companies to transition their leadership from one female CEO to another, and is committed to diversity in a big way, encouraging and cultivating people from across the globe and from all walks of life (including a sizeable LGBT contingent.)   This is a practice that they credit as key to their ability adapt to changing market conditions  

 It is certainly consistent with our experience that the success of marketing initiatives tends to rise or fall based on a number of diversity-related factors.   People from the same tribe may recognize that different answers to the question or strategy at hand are possible, but they will more rarely consider that a different formulation of the question or strategy is possible or necessary.    Good qualitative research brings diversity of perspective to decision makers (whereas as lackluster, unfulfilling qualitative simply reflects the prevailing premises!)   Good qualitative researchers will insist on understanding the underlying premises behind the question at hand, and will deliberately invite consideration of alternative formulations of the question before going to field.   This tends to be discomfiting to all involved, but it is precisely this discomfort that’s most valuable.   The adaptability of any organization depends on its ability to consider – even embrace alternative points of view.