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From an interview with Serghei Dascalu, President of Action Data Group |
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Following up on the recent political developments in Ukraine, Serghei Dascalu, President of Action Data Group has been extensively quoted in an article in Research World, the official publication of ESOMAR, March 2005, pp.13 and 14. The article deals with the impact the Orange Revolution in Ukraine has had on the MR industry:
It was practically impossible to contact young respondents for a period, and many respondents were so pre-occupied by politics that their answers to even the most technical questions, such as their color preference for new products, were perceived to be saturated with political allusion. Currently, for every survey that has anything to do with color, such as a recent study for a paint and varnish company, people are led by their political preferences: they choose either orange, or white and blue”, Serghei Dascalu President of the Action Data Group in Dnepropetrovsk, said, referring to the colors associated with each of the two political camps in Ukraine. “Some researchers decided to temporarily refrain from organizing focus group sessions, noticing that many respondents almost immediately forgot about the research subject and switched to passionate political debate”.
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On an operational level, the revolution had a significant impact on fieldwork, according to Serghei Dascalu. “A lot of people, especially in the age range of 15-30, wanted to spend part of their working day and all their leisure time away from home to communicate with each other, but not to interviewers”, he wrote in an e-mail form Dnepropetrovsk. During the crisis, “tenants in apartments were suspicious about talking to interviewers who approached them to ’answer some questions’”. This was manifest in Kiev, Lviv and Odessa but not the other cities, he pointed out.
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