Category: Insights | 05th Feb 2010

Conclusions drawn from consumer behaviour surveys may still be very much a matter of opinion, rather than a matter of fact.

This is according to Kevin Peachey, consumer affairs reporter for BBC News, who explained that most surveys are conducted simply as a "bit of fun".

Recent findings suggest that George Clooney is many people's ideal skiing instructor, while Katie Price is the person the public would most like to meet trick or treating.

Mr Peachey told the BBC website that polls like to embrace the cult of celebrity, but questions how reflective of society their results really are.

However, research firms are big business, he stressed, with the likes of Ipsos Mori hired by companies to conduct consumer research to help them make business decisions.

A poll conducted by Diamond found last year that women would most like Fern Britton as their best friend, while men plumped for Peter Kay.

At HS&P, a third of the agency is made up of planners: integrated, data, digital and loyalty planners for clear, integrated thinking.

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