HR Corner Integrity a guiding principle by Charles Mak Stringent code of practice helps build an ethical workforce Over the years, the marketing information research industry has evolved to take on the sophisticated role of a strategic business partner whose capabilities in providing accurate and timely integrated market information and analyses can have a significant impact on clients' businesses. "The nature of our business has a direct bearing on our practice," says Alice Cham, human resources director, ACNielsen (China) Limited. "As a leader in the industry, we must set a good example and benchmark for standards. We must also comply with a stringent code of practice and control mechanisms so as to maintain goodwill and preserve our reputation." In fact, in its 86 years of operation, ACNielsen has been guided by such core values as impartiality, accuracy and integrity. Whatever the business environment, these ensure the company is always on the right track. "These values shape our corporate culture, which in turn ensures the integrity of our people," says Agnes Hui, the company's communications director. "The unbiased interpretation of data relies on the skills and knowledge of our people. Helping them to grow in the most upright environment is therefore a priority in our people management." Control measures ACNielsen follows general guidelines set out by the international professional research body ESOMAR. "Under ESOMAR's framework, we keep innovating, breaking ground and leading our staff and the industry to improved professionalism," says Ms Cham. "If staff thoroughly understand the company's position and appreciate that we are serious about integrity issues, they will be able to fit in well" What sets ACNielsen apart from its counterparts is the company's commitment to data quality. For that, the company's measurement science team has developed and compiled two volumes of internal guidebooks, ACNielsen WatchBuilder Standards, for the design, sampling and reporting of marketing research methodologies. "This has been part of our continuous effort in achieving preciseness and accuracy in our research," Ms Hui says. "All staff are required to be familiar with methodologies and procedures set out in the WatchBuilder Standards." To ensure accuracy, all questionnaires are crosschecked and validated by supervisors who also monitor outdoor interviews in person. "Even the most sophisticated research methodologies still involve people," Ms Cham remarks. "This is a QA process we cannot do without. Many of our staff have obtained professional qualifications in evaluating statistics or other related disciplines. They are able to identify any problems early on, check for accuracy and perform logic checks." Meanwhile, all interviews are recorded digitally and randomly reviewed by the company's QA department which also performs follow-up procedures with clients and respondents. To increase transparency, the company encourages staff to stay in touch with clients at every step in a research process. Professional workforce Ms Cham stresses that a quality and stable workforce is essential. A candidate's integrity, however, cannot easily be assessed during a job interview, despite all the background and reference checks, plus behavioural questions. "These may only give us a basic view of a candidate's psychological make-up." Therefore, a series of tests has been designed to specifically assess the mindsets of applicants for different positions and levels. "Doing so, we can ensure sufficient information is obtained before deciding whether to hire or not," she adds. Short-listed candidates must then undergo a half-day training session. Various activities including a role-play on how to conduct interviews and apply research tools are designed to identify certain behavioural attributes. Only after this careful selection process is a candidate appointed to the company. To ensure new recruits fully understand the company's practices from the very first day, an initial briefing is arranged. They are also required to sign a confidentiality document. A series of coaching, training and briefing sessions then follows. "Our training is an ongoing process," Ms Hui notes. "There are many areas in a research process and all require specific skills and knowledge. Integrity is an recurring element in all such training." In 2005, a three-level certificate programme was introduced to ensure operation staff will continue in the right direction and have something to look forward to when developing their careers. They are reviewed according to their performance in how field works are carried out, and confirm whether they have been carried out in an appropriate and satisfactory manner. Those passing the review will be promoted to intermediate and then senior interviewers. An annual certificate presentation ceremony is held to acknowledge outstanding performance. Last year, the company extended the certification programme to include a wider group of staff in the client service area. Client service representatives, in particular, are required to sit exams which assess their understanding about the company's business, clients, and capabilities in the delivery of high quality service and insights. In all, Ms Cham believes that workforce mentality has a great deal to do with the company's management philosophies as well as the general work environment. "If staff thoroughly understand the company's position and appreciate that we are serious about integrity issues, they will be able to fit in well," she says. Salient points - Stringent code of practice and control mechanisms help uphold the company's reputation - International ESOMAR and internal ACNielsen WatchBuilder Standards guidelines to best practice - Tests designed to assess the mindsets of job applicants for different positions and levels - Ongoing coaching, training and briefing sessions ensure a thorough understanding of the company's practice - Three-level certificate programme awards staff looking for career advancement Taken from Career Times 19 January 2007, p. A20 Your comments are welcome at [email protected]