Gaining back participant trust

According to Global Research Business Network's 2024 Global Trust Survey, in the U.S., the majority of adults have an issue with our industry and profession:

• 39% of people trust market research
• 33% trust election and opinion polls
• 32% trust data analytics companies
• Only 19% trust market research companies to protect and appropriately use their personal data
• Even fewer - 13% - trust the use of AI with their data
• 42% feel that surveys are too long

Just as fraud negatively impacts data quality, so too does negative participant experiences. The Participant Bill of Rights is FOR the people we rely on for research so they know what they SHOULD expect when participating in our studies and serve as a blueprint for the INDUSTRY to build back trust in exchange for more quality data stories, more participants completing studies and more participants returning to be in another study in good faith.

16 fundamental rights people should expect when participating in a research study

1. I have the right to know the research study's general purpose, what I will do, how often, and for how long.
2. I have the right to communication that is easy to read and understand.
3. I have the right to know how to contact the company that invited me to the research study.
4. I have the right to be free from harassment or intimidation to join or continue in a research study.
5. I have the right to know how I can leave a study at any time.
6. I have the right to request that my personal information be removed from the database of the company that invited me to the study and to not be contacted again.
7. I have the right to be treated with dignity and respect before, during, and after the research study.
8. I have the right to be in a study that is free from discrimination. This includes race, ethnicity, sexual orientation, gender identity, disability, age, national origin, religion, or status as a protected veteran.
9. I have the right to know if reasonable accommodations are available for persons with disabilities.
10. I have the right to know if I will receive an incentive for my time, in what form, its value, how, and when I will receive it. 
11. I have the right to not be sold anything or asked for money as part of a research study.
12. I have the right to be told about any risks that might happen as a result of participating in research.
13. I have the right to confidentially share my experience in the research study with the company that invited me to the research study.
14. I have the right to request and receive the privacy policy of the company that invited me to the study.
15. I have the right to know if a data breach exposed my personal information. This is governed by the state law where the company that invited me to the study is based.
16. I have the right to ask for and receive a printed or electronic copy of these rights.

Thank you to our colleagues and partners

We would like to thank all those who contributed to this project including colleagues from the insights & analytics community who participated in work sessions at the 2024 Samplecon, Insights Association’s Annual Conference, and Insights Association's Corporate Research Conference in 2024 as well as via an online qualitative research board.

Member volunteers

Lead: Kerry Hecht, Founder & CEO of 10K Humans 10K Voices & 10K Spaces

Alexandrine de Montera (Full Circle Research), Bonnie Breslauer (Dig), Brian Lamar (Open Brand), Brooke Reavey PhD (Dominican University),  Dawn Hoskins Fite (Marketvision Research), Grzegorz Kowalski (SoftArchitect), Jamie Lussier (Travelers), Janet Baldi (RTi Research), Rich Ratcliff (Opinion Route), Reyna Peña (10K Humans) Terry Sweeney (RONIN Research) Tracy Isacco (L&E Research), Vignesh Krishnan (Rep Data)