Qualitative Research to Reverse Criticism?

In an article published on October 20, Google is coming under serious criticism. Eric Schmidt, CEO of the corporation, is also the chairperson of a think tank called the New America Foundation. This foundation has recently made public criticism of Google's Android phones. In July, it was determined that wireless users should have the right to control the software on their mobile phones. One of the T-Mobile Androids has a chip that prohibits users from altering or controlling the software, which is illegal. The FCC needs to decide if companies have the right to block users from having full control over their mobile device.

The ethical dilemma here is that Schmidt is the chairperson of this organization that is criticizing the company for which he serves as CEO. He is being pulled between his political affiliation with the N.A.F. and his career with Google. People are calling for Schmidt to either stand behind Android and the Google brand or resign from his position as chairman for the N.A.F. It is a problem when the CEO of a corporation as large as Google is in a public moral dilemma and participating in two organizations which have conflicting interests. Google's public relations team needs to do some damage control and reputation management before there is a real problem with the CEO and corporation's reputations.

Qualitative research methods, such as a focus group, would significantly help to find out public opinion about Schmidt. Once Google's PR team understands the way various key publics feel, they can utilize this research to then take further action to help their reputation (if it is hurt) and to prevent crisis and poor reputations from emerging. Focus groups will help them gain insight from different groups such as employees, consumers, stakeholders, competitors, etc. Qualitative data will be expressive of people's opinions and is a useful research method for handling this particular scenario.

Classmate Comments

On Sacha's Blog she discusses non-profit organizations utilizing unobtrusive research to learn about donaters and why people do or do not donate to the organization. She stated, "By using the unobtrusive methods it will be easier to come up with an estimate of who donates annually." By looking at donations from the past few years we can observe who donates, how much, and how frequently without even speaking to one person. Sacha brings up an interesting point which shows the importance and value of unobtrusive research methods in specific instances.

On Brittany's Blog she also discusses unobtrusive research methods, but focuses on Pandora radio. She uses the program to "research" knew music. Also, musicians can use Pandora to see which channels are popular and see how their channels compare to the popular ones. Also, if musicians are in the same genre they can observe the success of their competitors, as compared to themselves. Brittany says that Pandora "is a simple research tool for all music lovers and musicians." I am a regular Pandora user and never thought of its potential research value before. Brittany made interesting points and tied Pandora to research in a unique way.

Using Research to do More Research

In an article published in September, Google has competition with Apple. Both Google and Apple are creating their own television programming and system. The two have many similarities, but two major diferences - the price tag. Apple TV is forecasting a $99 cost, while Google TV is estimated to begin at $300. Because of the huge difference in price, Google is starting off at a disadvantage. It will be easier to convince people to consider or even try Apple TV because "$99 is within impulse-purchase range, while $300 is not."

 

With this imformation, Google can make the necessary changes to target the product to the proper demographic. Also, this initial feedback gives the company time to find out other problems before the product is launched. Google can utilize unobstrusive research to gather additional opinions without doing formalized research. Once the TV launches, Google can hire people to observe consumer reactions to their product. If they people in major electronics stores, such as Best Buy, then this feedback will serve as additional research to modify the product. By hearing what people say about the product while looking at it in the store, Google is getting better information than having a formal focus group where people might not state their true opinions.

 

Thus far Apple TV is up in the competition. However, there is still much time for Google to figure out what consumers want and how to address these issues with their product.