Pearl Strategy and Innovation Design recently attended the webinar hosted by the Insights Association where the experts explore how participants perceive research today and what researchers can do to build trust and boost participation. Here is what we learned and are doing to optimize the experience of our research participants.
WHAT RESEARCH PARTICIPANTS WANT
- Transparency
- Participants want to be treated with respect, clearly told what the research is about, and how their data will be used.
- They value being informed upfront: how long it will take, if they qualify, what the incentive is, and what to expect.
- Respect
- Participants feel frustrated when:
- They are screened out without explanation.
- Surveys are too long, confusing, or poorly translated.
- They are forced to choose answers that don’t reflect their views.
- Incentives are unclear or not delivered fairly.
- Many now publicly vent their dissatisfaction on platforms like YouTube and Reddit, damaging the industry’s reputation.
- More Than Just Money
Referencing Maslow’s Hierarchy of Needs, the webinar explained how participants are motivated by:
- Payment (basic need)
- Trust and safety in the process
- Belonging (feeling their voice is valued)
- Esteem (being seen as knowledgeable)
- Self-actualization (having an impact on products/services)
HOW TO BETTER ENGAGE RESEARCH PARTICIPANTS
- Short & Smart Screeners
- Avoid wasting participants’ time with long screeners.
- If they’re screened out, explain why or offer alternative opportunities.
- Design with the Human Experience in Mind
- Treat participants as partners, not data points.
- Ensure clear language, a frictionless user experience, and questions that are relevant and respectful.
- Offer “prefer not to answer”, “none of the above” or “other” [write in] options to avoid forcing irrelevant responses.
- Match the Modern Online Experience
- Don’t force them to use outdated, clunky research designs or platforms.
- Participants are coming from a fast, intuitive web—surveys and platforms should feel modern.
- Honour Their Time and Input
- Offer fair compensation that reflects their time and effort.
- Let participants know how their feedback made an impact (e.g., product changes).
IMPLICATIONS:
Our key takeaway is simple: better participant experiences lead to better research outcomes.
When participants feel respected, informed, fairly compensated, and valued for their input, they engage more fully and provide higher-quality data.
By designing research that delivers functional (time transparency, fair compensation, etc.) and emotional benefits (respect, sense of contribution, etc.) response rates and insight quality improve.
Want to refine your brand’s strategy with the voice of the consumer? Connect with us at Pearl Strategy (johnchan@pearl-strategy.ca) to learn how we can help your brand connect to your consumers with empathy and impact.
Source: Insights association webinar July 2025
