Random sample polls are becoming more popular not just for political parties but also for conducting business, a local researcher has told Rotarians.

Bermuda College lecturer Walton Brown, who also runs pollsters Research Innovations Limited and Evoke International -- a marketing, advertising and design company -- said surveys provide the raw material for making good decisions in business and politics.

Now on leave from the College as he pursues his doctorate, Mr. Brown demurred from talking about local politics to address his other "passion'' -- research.

"I think you will all agree with me that we are saturated with information today,'' Mr. Brown said.

"But this information is not the same thing as knowledge. The bridge between the two is provided in the form of research.

"What research does is take the vast amounts of information surrounding us and processes it, organises it; it extracts the salient factors and seeks out meaning. Stated differently, research transforms information into knowledge.

"Research is crucial in the formation of public policy and business decisions. In a world of intense competition and the demand for greater accountability, decisions based on gut feelings or past practices have become less and less tenable.'' Mr. Brown added: "Careful, rigorous analysis of market trends, consumer sentiment and public opinion are now critical tools for decision makers today.'' Research Innovations conducts a monthly survey of 400 residents for their views on politics, the economy and their consumer habits.

It also uses other research tools to test price sensitivity, conducts focus groups and in-depth interviews and market surveys.

Much of the data is used by the company's clients for internal use and is not made public.

The monthly BermudaPoll, published in the Bermuda Sun, has recently shown the public assessment of Premier Jennifer Smith's popularity.

But the research showed a different view about the issue of Long Term Residents than what has been displayed at forums and on radio talk shows.

For business, customer satisfaction and loyalty impacts on profits but the raw data about that satisfaction and loyalty can only be used as a guide.

"It does not determine it,'' he added. "Decisions based on research have to be made by those in leadership positions and within the context of other considerations.

"Politicians oftentimes have to address competing electorate demands.

Businesses have their competitors to consider,'' Mr. Brown continued. "Both, undoubtedly, will have financial considerations in mind as well.'' Mr. Brown concluded: "I think it is fair to say that there is a growing recognition in Bermuda of the importance of research in decision-making.'' Research, he said is the "appropriate vehicle'' for moving the Island down "the pathway to knowledge''.

Walton Brown BERMUDA COLLEGE EDC