It is encouraging to see that three in five participants in the UK think that the majority of surveys were just the right length and that nearly half thought that all or many of the surveys were enjoyable. However, these results still show that there is room for improvement. This still leaves over half who thought that only some were enjoyable or thought that few/none were enjoyable. This, along with the finding that less than a third of UK participants feel that market research benefits them, shows that more could be done to engage with those who participate in market research.
There is an opportunity to embed considerations of the participant’s experience throughout the research process. During the development of questionnaires and other materials that research participants will be shown, time could be given to ponder how participants may react to these materials and how we can enhance the experience for them. Making space in the project timeline to ask these questions and critique the materials in such a way would help place participants in a central position in the research. By considering how interactive and gamified the materials are, the quality of the data and participants’ enjoyment would be taken into consideration.
Discussions could also be held regarding further information that could be given to participants about the purpose of the research to help grant participants a sense of ownership in the process. Collaborations could take place with stakeholders on how we could enthuse participants with more details about the reasons the research is being conducted and how the research will influence the future. Perhaps a greater understanding of how the answers they provide will help shape decision-making would cause participants to see their contribution more acutely and foster a sense of achievement.
The results from this Global Trust Survey2022 may also highlight the need to show a greater appreciation to participants. Giving time to discuss with stakeholders how we articulate the value of participants to those involved in fieldwork may place participants as more top of mind among stakeholders. This may then in turn cause participants to feel more valued members of the research process. Communicating to participants their value may come through multiple means. For example, showing genuine gratitude during the research. Another means could be by thinking about how we can engage them with the research beyond fieldwork. Perhaps considering how we outline how they might find out about some of the results of the research. Where there is concern about confidentiality, case studies of other research projects could be shown to participants to give them a glimpse of how their contributions may be used to create action, with tangible effects that they could look out for in their everyday lives.
The views of UK participants on their experiences of market research provide insights into how the market research industry can increasingly place participants in a central role in the research process. Engaging with stakeholders to consider the different ways we could engage with participants more effectively would help keep them top of mind and hopefully show participants their value and provide them with a more rewarding experience.
David Johnson
Senior Research Executive
Opinium
