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How to build trust with marketing research participants To create that right environment for marketing research participants, it’s essential to create trust. The components of building trust are well established: -Authenticity. -Rigor in logic. -Empathy. When the participants feel these from the researcher, trust is established. And likewise, when they are missing or the participants lax belief in their presence, trust will need to be reestablished. Building the rhythm and timing of the research It does start in the planning process. Creating the right environment to show that you care includes considerations during the planning process, such as building in the right amount of time. For example, there should be some time that allows for the right rhythm and timing of the research. That includes the number of questions that are asked during the session and the amount of time allowed for answers. I’m a big fan of just allowing for silent time. When researchers don’t take their turn to speak it allows participants to think and reflect deeper on an issue, allowing you to get more useful answers. Creating a comfortable research environment It really comes down to being hospitable. Be present, engage – genuinely – and be nice. At the end of the day, it’s essential to acknowledge participants right away and make sure they are comfortable. In essence, offer a warm, friendly welcome. Creating an environment that enables a trusting relationship includes everything from the location, the setup and the atmosphere.  When it comes to location ensure it’s: -Quiet and private. -Comfortable and inviting. -Not a place associated with power or authority – like a CEO’s office. -Fitting the participants preferences. Be flexible and consider what’s best for the participants, because when they are comfortable, your research can be more successful. www.virsurveys.com #marketresearch #qualitativeresearch #questionnaire #surveys #business #brand #brandbuilding #businessbuilding #brandawareness #marketresearch #surveys #productdesign #b2bmarketing #marketing #surveydesign #marketsurvey #marketstudy #quantitative

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