As user researchers, our primary goal is to understand our users' behaviors, needs, and attitudes to improve their experiences with our products or services. To achieve this, we must establish trust with our research participants. Because it often requires them to share personal information, experiences, and opinions. Research participants need to feel safe and comfortable in doing so. If they don't trust the researcher, they may withhold information, provide inaccurate or biased responses, or decline to participate altogether.
Building trust is not only essential for ethical reasons but also for the quality of research outcomes. Persons who feel comfortable and trust the researcher are more likely to provide accurate and honest information, leading to better insights and outcomes.
These are 8 tips to boost trust.
1. Explain the Purpose and Benefits of the Research
Before starting the research, it's essential to explain the purpose and benefits of the study to participants. This helps them understand the importance of their involvement and what they can expect from the research. Being transparent about the research objectives and outcomes can help create a positive relationship between the researcher and the user. As well as that there are no right or wrong answers, only their experience. And that their opinion and actions have an impact on the development of creating a better product for themselves and others.
2. Use Informed Consent and Data Protection Policies
Informed consent is a process of ensuring that persons are aware of the study's purpose, what their participation will involve, and what rights they have as participants. It's important to have informed consent and data protection policies in place to ensure participants are aware of their rights, and that their data is protected. How long is the data stored? And are colleagues listening live with an online connection or behind a mirror?
3. Ensure Confidentiality and Anonymity
Participants need to know that their information is confidential and anonymous. As a researcher, you should establish protocols to protect user data and ensure that data is used only for the study's purpose. It is standard practice to remove names and other private information the moment the interview is over.
4. Build Rapport with Participants
Building rapport with (future) customers is critical in building trust. Researchers should approach participants with respect, empathy, and patience. It's important to listen actively and demonstrate that you're interested in their experiences. Mirroring their body language or emotions or surprise or anger.
5. Provide Clear Instructions
To create a safe space for participants, it's important to provide clear instructions about what the research will involve. This includes information on the type of questions that will be asked, how long the research will take, and any activities that may take place.
6. Respect Participants' Boundaries
It's important to respect participants' boundaries, including their privacy and cultural sensitivities. Researchers should be mindful of the language they use and any cultural differences that may impact the research process.
7. Provide Support During and After the Research
A person may experience discomfort or emotional distress during or after the research. Researchers should provide support and resources to participants if they need them. This includes providing access to counseling services or referrals to relevant support networks. They are always able to stop the interview and walk away.
8. Maintain Professionalism
Maintaining professionalism is critical in building trust with participants. Researchers should avoid being judgmental, biased, or condescending toward participants. They should remain neutral and objective in their approach to the research.
Building trust with research participants is crucial for successful user research outcomes. It helps create a safe space for participants to share their experiences, feelings, and opinions. By following the strategies outlined in this blog, researchers can build trust and establish positive relationships with participants. This, in turn, can lead to better research outcomes and improved user experiences.