Confession: For a brief time in my life, I worked in market research.
In those days, we didn't have what are now called "social media". And only the computer geeks were using the computer networks that would later help to form the basis of the Internet.
So we did our work with paper and telephone surveys. The former were mailed or given to people, while the latter--then as now--reached people while they were eating dinner, or at some equally inconvenient time.
The money was decent. So why did I leave it? No, I didn't have any sort of existential crisis or moral pangs. And I didn't get bored: After all, in what other kind of work can you learn such interesting and useful facts as people's consumption habits? At the time, interestingly, people in Puerto Rico bought more Cheez-Whiz and Hawaiians purchased more Spam per capita than anyone else in America. And the average New Yorker--surprise, surprise--bought more Wonder bread than anyone else.
Egad! Had I known that such data would be stuck in my cranium all of these years later, I would have quit even sooner than I did. But I left market research, in part because I went and did other things that, I thought, were closer to my own talents (such as they are) and passions. The biggest reason, however, for moving on to other things was that I realized my MR job was the most profound waste of time in my life. I still feel that way about it.
On that job, I learned that simply asking people questions wasn't the surest, best way to get accurate, much less truthful, information about people. We all know that there are those loves, those passions, that dare not speak their names. To this day, I don't know what led me--or anyone else with whom I worked--to believe that people would always tell us what they wanted, liked or felt. Sometimes they wouldn't. Sometimes they couldn't.
I found myself thinking about my MR experience after I heard the election results and the disbelief of the pollsters and pundits. Surely, they told us, Trump hadn't a chance: He was too vulgar, too sexist, too fill-in-the-blank. He had no government experience; running a company or hosting a reality TV show isn't like presiding over a country. As if people were thinking in such terms!
Their surveys and algorithms (Was that the theme music for a certain campaign in 2000?) couldn't detect something I've noticed while riding my bike.
I wish I'd photographed the lines of "Trump" signs posted on front lawns along the Connecticut, Westchester and New Jersey streets I rode last Friday and Saturday. Some of them stood next to signs calling for Hillary's incarceration.
Through the past spring and summer, such signs sprouted, like fungi after a rainstorm, with increasing and alarming frequency, along my bike routes on Long Island and even in parts of this city, the bluest of the blue.
Of course, being on the road, I saw plenty of "Trump/ Pence--Make America Great Again" bumper stickers. And, let me tell you, they weren't all on pickup trucks: I even saw one on a Prius, of all cars!
But what if I'd presented some pollster or talking head with photos of Trump signs and bumper stickers, or other evidence of Trumpmania I observed? Would they have paid any attention to me? Somehow, I think they wouldn't have, any more than the market researcher I was would have listened to someone who actually spent time in clubs, dance halls and the like in order to determine what music people were listening to. Or the store manager who can tell you what is selling and what isn't.
So, even though I didn't take those photos or otherwise record the evidence of Trumpophilia I saw from my saddle, I guess I'm not responsible, after all, for his election. Or so I'd like to believe.
In those days, we didn't have what are now called "social media". And only the computer geeks were using the computer networks that would later help to form the basis of the Internet.
So we did our work with paper and telephone surveys. The former were mailed or given to people, while the latter--then as now--reached people while they were eating dinner, or at some equally inconvenient time.
The money was decent. So why did I leave it? No, I didn't have any sort of existential crisis or moral pangs. And I didn't get bored: After all, in what other kind of work can you learn such interesting and useful facts as people's consumption habits? At the time, interestingly, people in Puerto Rico bought more Cheez-Whiz and Hawaiians purchased more Spam per capita than anyone else in America. And the average New Yorker--surprise, surprise--bought more Wonder bread than anyone else.
Egad! Had I known that such data would be stuck in my cranium all of these years later, I would have quit even sooner than I did. But I left market research, in part because I went and did other things that, I thought, were closer to my own talents (such as they are) and passions. The biggest reason, however, for moving on to other things was that I realized my MR job was the most profound waste of time in my life. I still feel that way about it.
On that job, I learned that simply asking people questions wasn't the surest, best way to get accurate, much less truthful, information about people. We all know that there are those loves, those passions, that dare not speak their names. To this day, I don't know what led me--or anyone else with whom I worked--to believe that people would always tell us what they wanted, liked or felt. Sometimes they wouldn't. Sometimes they couldn't.
I found myself thinking about my MR experience after I heard the election results and the disbelief of the pollsters and pundits. Surely, they told us, Trump hadn't a chance: He was too vulgar, too sexist, too fill-in-the-blank. He had no government experience; running a company or hosting a reality TV show isn't like presiding over a country. As if people were thinking in such terms!
Their surveys and algorithms (Was that the theme music for a certain campaign in 2000?) couldn't detect something I've noticed while riding my bike.
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| From Regated |
I wish I'd photographed the lines of "Trump" signs posted on front lawns along the Connecticut, Westchester and New Jersey streets I rode last Friday and Saturday. Some of them stood next to signs calling for Hillary's incarceration.
Through the past spring and summer, such signs sprouted, like fungi after a rainstorm, with increasing and alarming frequency, along my bike routes on Long Island and even in parts of this city, the bluest of the blue.
Of course, being on the road, I saw plenty of "Trump/ Pence--Make America Great Again" bumper stickers. And, let me tell you, they weren't all on pickup trucks: I even saw one on a Prius, of all cars!
But what if I'd presented some pollster or talking head with photos of Trump signs and bumper stickers, or other evidence of Trumpmania I observed? Would they have paid any attention to me? Somehow, I think they wouldn't have, any more than the market researcher I was would have listened to someone who actually spent time in clubs, dance halls and the like in order to determine what music people were listening to. Or the store manager who can tell you what is selling and what isn't.
So, even though I didn't take those photos or otherwise record the evidence of Trumpophilia I saw from my saddle, I guess I'm not responsible, after all, for his election. Or so I'd like to believe.
