The word ‘Acentric’ has dual meaning – it means both ‘off-centre’ and ‘without centre’. To really understand the world, we need to be ‘off-centre’; taking a truly independent approach to thinking about problems, following the evidence wherever it leads. To understand customers requires the researcher to have a focus that is ‘without centre’ (not self-centred), away from ourselves and our own perspectives to the perspective of consumers.
Acentric subscribes to four key research values:
1. Scientific where possible. Scientific research relies on experimental and observational data. While observational data is useful for description, where possible experiments should be used to measure the effects of presumed causal factors in preference to observational data.
2. Deal directly with the researcher: You deal with the person executing your entire project from proposal to results presentation. You will not be passed from researcher to researcher, nor will you suffer the ‘outsourced to juniors’ problem.
3. Consumer/respondent preservation: Evidence suggests that response rates have been in decline since the 1950s*. The interviewing experience is one of the factors driving this trend. In order to improve the interviewing experience every questionnaire is evaluated to increase the likelihood of the respondent being open to research in future.
4. Understand the limitations of the measurement instrument. Be aware of the instruments reliability and validity.
* Biener L., Garrett C., Gilpin E., Roman A., Currivan D. (2004), Consequences of Declining Survey Response Rates for Smoking Prevalence Estimates
American Journal of Preventive Medicine, Vol.27, Issue 3, Pages 254-257
*Baruch Y. (1999), Response Rate in Academic Studies – A Comparative Analysis, Human Relations, Volume 52, Number 4, 1 April 1999 , pp. 421-438(18)
*Cycota, C.S. & Harrison, D.A. (2006), What (Not) to Expect When Surveying Executives: A Meta-Analysis of Top Manager Response Rates and Techniques Over Time, Organizational Research Methods, Vol. 9, No. 2, 133-160.