In a world where people are constantly asked to give their opinions, share their data, and dedicate their time, trust is essential. And in 2025, it’s more important than ever. As research becomes more integral to business strategies, the need to foster genuine trust with participants has never been clearer. Consumers today are more empowered than ever to voice their concerns and expectations, and their trust must be earned at every step of the process.
Today’s participants are more informed and more cautious. They want to know who’s collecting their information, how it’s being used, and whether their time is being valued. At Think Group, we know that trust isn’t just a bonus. It’s the key to gathering honest insights and producing research that truly delivers. When participants trust the process, they are more willing to engage fully, providing richer and more meaningful data that drives better decision-making.
The Cost of Lost Trust
Market research has work to do when it comes to earning trust. We’ve heard the concerns—being unclear about how long a study will take, not being transparent about payment, collecting too much personal information up front, or not protecting participant data. These experiences leave people feeling used and frustrated. When that happens, they disengage or stop participating altogether, negatively impacting the study’s integrity.
That hurts everyone. It affects the quality of the insights and the decisions that are made with that data. When participants don’t feel respected or valued, the likelihood of receiving actionable, accurate feedback dramatically decreases. And it damages the reputation of the entire research industry. As a result, it becomes harder for brands to engage with consumers and get the feedback they truly need.
A Framework for Respect
To help rebuild that trust, we’ve adopted the Participant Bill of Rights from the Insights Association. It’s a clear and practical set of standards that outlines what every participant should expect when taking part in research. These principles are the groundwork for ethical, transparent, and respectful participant engagement.
It covers things like the right to know the purpose of the study and how long it will take. It ensures that participants can ask questions, understand how their data is being used, and walk away at any time without penalty. It also promises fair treatment for everyone regardless of background and includes basic protections like privacy, data security, and clarity around incentives. These rights are essential to creating an environment where participants feel safe and confident that their contributions are meaningful.
Putting It Into Practice
At Think Group, these aren’t just ideas—we put them into action every day. That starts with open and honest communication. We make sure participants know exactly what they’re signing up for, how long it will take, and what they’ll receive in return. We also ensure that our recruitment processes are straightforward and transparent, with no hidden surprises or unclear expectations.
Our screeners are designed to be focused and respectful of people’s time. We don’t waste participants’ time with unnecessary questions and work closely with clients to ensure participants aren’t being asked for insights during pre-qualification if they aren’t being compensated for it. We understand that time is valuable, and ensuring participants have a positive, efficient experience helps keep them engaged.
We’ve also made it a priority to create a welcoming experience for everyone. That includes bilingual support, accessibility accommodations, and an inclusive approach that makes sure every participant is treated with care and professionalism. Whether the study is in-person or online, our goal is to make people feel seen and valued. This commitment to inclusivity fosters a more diverse range of perspectives, which leads to better, more comprehensive insights.
Trust Is a Strategic Advantage
When participants trust the process, they show up with honesty and enthusiasm. They offer deeper insights and more thoughtful feedback, which ultimately makes your research more effective. When the relationship between researchers and participants is built on trust, the data becomes more accurate and more actionable.
They’re more likely to participate again. For clients, that means better data and stronger decisions. For the industry, it means moving forward with more credibility and care. Trust is also contagious—when participants feel respected, they are more likely to share their positive experiences, which can lead to a larger, more engaged pool of participants in future studies.
We believe that earning trust isn’t just a part of research, it’s the foundation of it. Respect for participants leads to better outcomes every time. We’re committed to doing the right thing for every participant, and in turn, our clients benefit from more accurate, insightful, and actionable feedback.