Not only are people likely never to participate again, but they Fortunately, the research came up with one also tell others about the bad experience. This makes it even unexpected nugget of insight, which was pivotal harder for the industry to recruit people to participate. in getting the industry to act. Therefore, we set out with our partners to conduct research In the US, the research told us that thinking badly about the that specifically looked at the research participant user companies or brands mentioned in the survey was the 1 experience . What we found was both disconcerting and number one thing survey-takers did when getting a bad encouraging. survey experience. What was encouraging was that the research gave us a very So the lightbulb went on: Survey-takers are savvy. They know clear understanding of what motivates people to participate there is an end-client behind most projects. They are in surveys and what causes a very good or very poor participating in research to try and help those clients. They experience. feel betrayed when in return they are given a bad experience. When we discussed these findings with industry leaders, One could argue that this doesn’t matter, especially since the more than one nodded and said with a sigh: general practice today tends to hide the end-client if possible, but we would argue otherwise. Firstly, even if you hide the actual client, this does not prevent the survey-takers from feeling negatively about the brands in the survey and ȃWe know, but these ȁbadȂ surveys are therefore the category. This does not help anyone trying to what the clients demand from us.Ȅ market products in that category, so in this case, research is creating negative brand equity and making marketers’ jobs harder than they need to be. 1 GRBN Online UX Survey 2016 © 2017 GRBN Participant Engagement Handbook | 14 © 2017 GRBN Participant Engagement Handbook | 15