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.