Research independence and confidentiality
There are two things to worry about if you are showing data containing the company's weaknesses to the outside world and having to pay a price for it. The question is whether the conclusion will be more palatable or not, and how the turned over material will be handled. Check out what principles Korea Research Institute of Business & Branding answers these two concerns with.
Korea Research Institute of Business & Branding's operating principles are to clarify the basis for research and consultation, and to manage referral relationships, interests, and data confidentiality conditions. As an independent private research institute, independence in presenting research and advisory conclusions based on professional judgment is a core value of the research institute.
Operating resources come from research services, management consulting, education, knowledge services, and joint research. Since financial resources are divided among several activities, and the basis and limitations of the conclusions are revealed in each task, both the requester and the reader of the results can make decisions based on the same basis.
Doesn’t the conclusion come out in favor of the company that paid the research funds?
In a structure where the client company pays the cost, this question is legitimate. Research independence is an attitude that determines what the evidence indicates, not who wants the conclusion. Korea Research Institute of Business & Branding presents the conclusions of research and consultation based on professional judgment, and discloses the basis even if the conclusion is different from the direction expected by the client company.
When the basis for a conclusion is made public, independence becomes something that can be confirmed rather than a promise. After receiving the results, management can follow the evidence one by one and review for themselves whether the conclusion is reasonable. The more the conclusion differs from expectations, the more the underlying data and analysis process are shared. This principle is in action in practice.
Where do Korea Research Institute of Business & Branding's operating resources come from?
Where the financial resources come from is basic information in determining independence. The Institute's operating resources come from several activities.
| operating resources | linked activity | Principles applied |
|---|---|---|
| Research service | Business and enterprise research, market, customer, competition analysis | The research design, evidence, and limitations are included in the results. |
| management advisory | Strategy/business development advisory, organization/operation improvement | Conditions and risks for each alternative are presented side by side. |
| education | Executive/Manager/practitioners training, corporate customized workshop | When writing examples, explain the differences in conditions |
| knowledge service | Publications, online courses, briefings, newsletters | Distinguish between facts and interpretations |
| joint research | Joint research with companies, universities, and research institutes | Manages interests and material conditions among participating organizations |
How are referral relationships and interests managed?
Conflicts cloud judgment when they are less visible. For example, if you are examining a company's competitive strategy and it also relates to other companies in the same market, that is information that readers of your conclusion need to know. Korea Research Institute of Business & Branding's operating principle is to manage client relationships and interests, and this condition is checked first when starting a task.
How is confidentiality of data handed over by the requesting company handled?
Management research uses data that could be detrimental to the company if known to the outside world, such as costs, transaction terms, customer lists, and personnel information. institute's operating principle is to manage the conditions of confidentiality of data. The starting point is to set conditions on who will see what data, what level of information will be included in the results, and how the data will be processed after the task is completed.
These conditions are also in line with the areas protected by law. The 「Unfair Competition Prevention and Trade Secret Protection Act」 considers technical and management information that is not publicly known, has independent economic value, and is managed in secret as a trade secret. If personal information is included, such as in a customer survey, the standards of the Personal Information Protection Act also apply.
| Conditions to check | why you need it |
|---|---|
| scope of data | Reduce exposure by only exchanging data necessary for research |
| person viewing | Determining who can view data makes management responsibilities clear. |
| Result disclosure level | Decide in advance what information will be included in reports or training materials. |
| Processing after completion of assignment | Establish a method for returning or disposing of materials |
Why write down the basis and limitations of management analysis together?
Writing down limitations is not a confession that your analysis is weak; it is information that tells you how much you can trust the results. Korea Research Institute of Business & Branding places objectivity as its core value, distinguishing facts from assumptions and explaining the basis and limitations of analysis. For judgments that rely on estimates, state the premise and state where there is insufficient data. The ICC/ESOMAR Code, an international code of conduct in the field of market, public opinion and social research, also emphasizes the responsibility of researchers to deliver results honestly and transparently.
Do you also review the impact of proposals on your members and partners?
Management proposals don't just change numbers. Organizational reorganization changes the daily lives of members, and cost reduction changes the trading conditions of partners. institute places responsibility, which considers the impact of proposals on customers, members, and partners, as its core value. If a proposal that only looks at the performance of the client company could damage trust in the long run, that point is also listed in the risk category of the alternative. When you first picture who will be affected, you begin to see costs that may not be visible in numbers.
What questions should I ask to confirm the independence of an external research institute before requesting it?
No matter which research institution you entrust to, you can gauge their independence and data management methods by asking a few questions before making a request. Typical questions include what form the basis for the conclusion is received, how to communicate if a conclusion is different from expectations, whether there are other requests with interest, and under what conditions the data is handled. Korea Research Institute of Business & Branding answers these questions at the beginning of the assignment.
Research independence and confidentiality Frequently asked questions
Are the research results disclosed to the outside world?
The extent to which the results of a requested assignment will be disclosed is subject to the confidentiality conditions established at the start of the assignment. When using cases in publications or education, they are treated within the scope of complying with these conditions.
Can two competing companies request the same institute?
Korea Research Institute of Business & Branding's operating principle is to manage client relationships and interests. If it is a task where there may be overlapping interests, we confirm that fact and how it will be managed at the beginning.
How are data divided in joint research?
In joint research involving multiple organizations, the participating organizations jointly determine the scope of data, conditions for use, and methods of disclosing results. institute manages to ensure that this condition is observed.
Are the stories from member interviews conveyed to management?
The form in which the interview data will be included in the results is determined according to the data conditions. Because diagnosis is only accurate when members can speak honestly, institute addresses this condition as part of the task design.
Are training students’ company cases also subject to confidentiality?
Company cases shared during training and workshops are also provided. Korea Research Institute of Business & Branding applies confidentiality conditions even when reusing it as educational material.
Research Methods Hub and Neighborhood Pages
Primary sources
- statute National Legislation Information Center, “Unfair Competition Prevention and Trade Secret Protection Act”
- statute National Legislation Information Center, 「Personal Information Protection Act」
- International standards and codes ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics