ENGAGE 2 0 - 30 tips to improve the research participant user experience - A GRBN Handbook 2020 04 - ol

ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN

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Table of conTenTs InTroducTIon 30 TIps • About the Handbook p. 6 1. Understand what motivates people to take part p. 22 • Read me: I’m important! p. 7 2. Be participant-centric and show empathy p. 23 • Disclaimer and copyright 3. Be transparent and respect people’s privacy p. 24 • Thanking our partners p. 8 4. Treat market research as a brand touchpoint p. 25 • The back story p. 10 5. Rethink the incentive and reward appropriately p. 26 • Why participant engagement is so important 6. Are you sure you need to find a needle in a haystack? p. 27 • Thought leadership p. 17 7. Give examples of how similar research has helped the client p. 28 • The Great Incentive Experience by Scotty Greenburg, p. 17 8. Do you need it tomorrow? p. 29 Tango Card 9. Keep it short p. 30 • Systematic Change Brings Significant Benefits by p. 19 Dave Rothstein, RTi Research 10. Great UX works. Use images and other design elements p. 31 ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 3

Table of conTenTs 30 TIps 11. Optimize and test for mobile p. 32 21. Make survey invitations inviting p. 42 12. Be ADA compatible p. 33 22. Keep the language motivational, especially for ‘boring’ topics p. 43 13. Put your own skin in the game p. 34 23. Keep the wording simple and conversational. Write like a human p. 44 14. Spell out in the invite what you expect of survey-takers p. 35 24. Drop the grids and focus on multi-platform design p. 45 15. Be honest about survey length p. 36 25. Don’t repeat yourself p. 46 16. First impressions count - don’t forget the landing page p. 37 26. Don’t force responses p. 47 17. Do cognitive interviewing before launch p. 38 27. Close the feedback loop. Share back interesting findings. p. 48 18. Do qualitative research to inform how to write the questionnaire p. 39 28. Ask for and analyze feedback p. 49 19. Take care of the basics p. 40 29. Thank your participants p. 50 20. Offset pain to reduce fraud p. 41 30. Use metrics to get better p. 52 ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 4

ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 5

About the hAndbook This Handbook, called ENGAGE 2.0, presents 30 expert tips for improving the research participant user experience. In 2017, we issued version 1.0 of ENGAGE with 101 tips covering a range of data collection methods. Our intention with ENGAGE 2.0 is to focus on online sur- veys and restrict the number of tips to 30, which we believe are very import- ant when it comes to giving the research participant a great user experience and therefore equally important to improving participant engagement and building trust. The Handbook is based not only on our own research-on-research, but also on the expertise of our partners who we cannot thank enough for both their support of the initiative and for their willingness to share their wisdom. The primary objective of the Handbook is simple: to PRoVIde CLIent- And AGenCY-SIde ReSeARCheRS PRACtICAL AdVICe on hoW to IMPRoVe the eXPeRI- enCe PeoPLe Get When PARtICIPAtInG In ReSeARCh. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 6

ReAd Me: I’M IMPoRtAnt! CoPYRIGht dISCLAIMeR © 2020 GRbn The copyright on this Handbook (ENGAGE 2.0 - 30 TIPS TO IMPROVE The information provided within this Handbook is for general information- THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook) al purposes only. There are no representations or warranties, expressed or is owned by The Global Research Business Network (GRBN). Parts or the implied, about the completeness, accuracy, reliability, or suitability with re- whole of this Handbook may only be reproduced with written permission spect to the information, products, services, or related graphics contained from GRBN. Parts or the whole of this Handbook may only be distributed or in this Handbook for any purpose. Any use of this information is at your transmitted if GRBN is clearly acknowledged as the copyright owner. In ad- own risk. GRBN neither assumes nor accepts any liability to any party for dition, when referencing material contained in this Handbook, the source any loss, damage, or disruption caused by applying the information shared “ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER in this Handbook. EXPERIENCE – A GRBN Handbook © 2020 GRBN” must be acknowledged. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 7

thAnkInG ouR PARtneRS We would like to thank our sponsors listed on the next page, as well as all • Bob Graff, Marketvision our partners on the project. Without their support and contributions, the • David Harris, Insight and Measurement creation of this Handbook would not have been possible. • Dave Rothstein, RTi Research • James Endersby, Opinium We would also like to thank and acknowledge the following individuals for • Kelsy Saulsbury, Johnson & Johnson Vision their contributions to the Handbook: • Kerry Hecht, Echo Market Research • Lisa Wilding-Brown, InnovateMR • Neil Marcus, Alpha • Rebecca Warburton, Liveminds • Scotty Greenburg, Tango Card ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 8

thAnkInG ouR SPonSoRS ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 9

The back sTory Why ParTiciPanT engagemenT is so imPorTanT We believe improving the research participant user experience (UX) is The impact of a better user experience filters all the way through to a stronger crucial for the future success of our sector. Great UX is vital to capturing ROI of Insights and therefore higher perceived and actual value of our work, quality data in the actual survey itself, as higher engagement throughout which is one key to the healthy growth of our sector over the next decade. the survey itself means more thoughtful responses, more effort put into open responses, lower chance of people ‘speeding’ through or randomly Unfortunately, we have seen that whilst most people can conceptually buy selecting things if the question seems too confusing, etc.. Essentially into the importance of the research participant user experience, too few better UX means better data quality for your clients. currently consider it a high enough priority when compared to other things they are working on. This Handbook is designed to recognize this fact and to make it as easy as Better User increased higher Data possible to make incremental change. Whilst more whole-scale system- Likelihood to Quality atic change can be extremely impactful on not only participants, but also experience participate on research businesses and their clients – for an example of this read the excellent thought-piece by Dave Rothstein, CEO at RTi Research, on what benefits systematic change has brought RTi and their clients – even small changes are better than no change at all. stronger This Handbook is not intended to be a definitive industry guideline* and improved roi of the advice is not intended to be exhaustive. The aim of the Handbook is participant higher trust insights to inspire and enable researchers to take concrete action today and to- engagement morrow to improve participant engagement and the user experience one action at a time. *GRBN in partnership with ESOMAR issues joint guidelines for the research sector. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN You can access the latest joint guidelines from here. 10

the bACk StoRY WhY PARtICIPAnt enGAGeMent IS So IMPoRtAnt The tips contained in this Handbook are drawn from research-on-research, as well as from the collective experience of numerous experts in the field who work for companies that interact with participants daily. These experts see what works and what doesn’t both in terms of driving a positive user experience, as well as creating a positive impression on the client commis- sioning the research. We hope this Handbook provides you with food for thought and enables you to take concrete action to improve the experience you give the people who participate in your upcoming projects. We would love to hear your feedback on the tips and your testimonials on how you’ve incorporated them in your daily work. Please get in touch and remember: nobodY deSeRVeS A PooR ReSeARCh uSeR eXPeRIenCe, not eVen YouR MotheR-In-LAW. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 11

the GRbn buILdInG PubLIC tRuSt ChARteR TheBuilding+Public+Trust Charter+ Since 2016, GRBN has been benchmarking the level of trust the general public has in market research. We#believe#that#the#market#and#social#research#and#insights#sector#needs# to#strengthen#trust#in#research#and#insight#activities. We#support#the#goals#of#the#GRBN#Building#Public#Trust#Programme,# onLY 1-In-10 PeoPLe hAVe A hIGh LeVeL which#are#to: oF tRuSt In MARket ReSeARCh CoMPAnIeS. 1. Communicate+the+value+of+research+to+consumers+and+citizens Source: GRbn trust Survey 2016 2. Increase+transparency+in+research+and+insight+activities 3. Improve+the+research+participant+experience We#believe#that#the#time#for#action#is#now#and#encourage#others#to# Things have not changed much since 2016 and our research clearly shows support#and#participate#in#the#GRBN#Building#Public#Trust#Programme. that there is a lack of trust in the market research industry. Our research identified three key drivers of trust in market research: Regional Federation+and+National+ 1. Trust with the protection of data Association+endorsed • Fundamental to the willingness to share data with market researchers 2. The perceived value of market research • Fundamental to a willingness to say “yes” to an interview request 3. The user experience • Fundamental to participating again GRBN has set up a Building Public Trust program and charter to help ad- dress these three issues, and we are pleased to say that the Charter is sup- ported and endorsed by the regional federations and associations across the globe. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 12

the bACk StoRY WhY PARtICIPAnt enGAGeMent IS So IMPoRtAnt With respect to the user experience, our research showed that participants found most surveys were too long, unenjoyable, and lacked mobile-friend- liness. One key conclusion from the research was that: theRe IS AbSoLuteLY no PoInt PRoMotInG the VALue oF ReSeARCh And enCouRAGInG PeoPLe to PARtICIPAte IF We GIVe theM A bAd eXPeRIenCe What was encouraging was that the research gave us a very clear under- When theY do. standing of what motivates people to participate in surveys and what caus- es a very good or very poor experience. Not only are people likely never to participate again, but they are also likely When we discussed these findings with industry leaders, more than one to tell others about the bad experience. This makes it even harder for the nodded and said with a sigh: industry to recruit people to participate. Therefore, we set out with our partners to conduct research that specifical- 1 ly looked at the research participant user experience. What we found was “We know, but these ‘bad’ surveys are what the both disconcerting and encouraging. clients demand from us.” 1 GRBN Online UX Survey 2016 ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 13

the bACk StoRY WhY PARtICIPAnt enGAGeMent IS So IMPoRtAnt Fortunately, the research came up with one unexpected nugget of insight, ReACtIonS to bAd SuRVeY eXPeRIenCeS which was pivotal in getting the industry to act. In the US, the research told us that thinking badly about the companies or brands mentioned in the survey was the number one thing survey-takers did when getting a bad survey experience. So, the lightbulb went on: Survey-takers are savvy. They know there is an end-client behind most projects. They are participating in research to try and help those clients. They feel betrayed when in return they are given a Thought negatively bad experience. 35% about companies or brands mentioned in the survey One could argue that this doesn’t matter, especially since the general prac- tice today tends to hide the end-client if possible, but we would argue oth- erwise. 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 therefore the category. This does not help anyone trying to market prod- ucts in that category, so in this case, research is creating negative brand equity and making marketers’ jobs harder than they need to be. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 14

the bACk StoRY WhY PARtICIPAnt enGAGeMent IS So IMPoRtAnt Secondly, what if we are transparent about who the survey is for and give participants a great experience? Will survey-takers, in that case, think positively about the brand and, therefore, will research become a positive 2 contributor to long-term brand equity ? If that is the case: WhY WouLd CLIent-SIde ReSeARCheRS WAnt to CReAte eXPeRIenCeS WhICh dAMAGed theIR CAteGoRY oR WhY WouLd theY not WAnt to CReAte eXPeRIenCeS WhICh CReAte PoSItIVe bRAnd eQuItY? Marketers across the globe are very much focused on delivering great cus- tomer experiences across all touchpoints. From a customer’s perspective, a survey, or any other type of research, is just another touchpoint with the brand. From the brand’s perspective, it is either an opportunity gained or lost to create value for customers and build brand equity. 2 See Tip 4: Treat research as a brand touchpoint ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 15

the bACk StoRY WhY PARtICIPAnt enGAGe Ment IS So IMPoRtAnt Armed with our data and these thoughts, we invited a group of industry leaders attending the CASRO Annual Conference in Park City, Utah, in October 2016, to a breakfast meeting. The intention was to get these industry leaders to take collective action. They immediately understood that if clients can be convinced that creating great surveys is good for brand equity, then the demand for “bad” surveys will decrease, enabling the industry to deliver better insights back to their clients more efficiently…a virtuous circle. AndReW CAnnon, Fortunately, enough of the leaders we talked to had the courage and the Executive Director foresight to buy into this vision and the GRBN Participant Engagement Initiative was born. Over the last 3 years, GRBN has undertaken workgroups, conducted research-on-research, and worked with individual companies to improve participant engagement. You can read more about the work we are doing here, and please get in touch if you are interested in us helping you deliver great experiences to your participants. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 16

ThoughT the GReAt InCentIVe eXPeRIenCe leadershIp Nowadays, marketers often create ambassador or advocate programs that bY SCottY GReenbuRG create a community of customers around a specific brand. These programs Tango Card ask members to complete tasks, such as sharing content, writing testimo- nials, and making referrals. The most successful programs are consistent in both publishing tasks for program members and how much an advocate can earn over a given period. It’s important to think about the incentive experience. This year’s research indicated increased engagement and data quality when doubling the amounT value of an incentive, but at the same time, fewer than 50% of respondents There’s no question that members of the research industry are strongly felt “the reward was fair for the effort.” Improving the user experience of a urging an increase in overall incentive amounts. When it comes to choos- survey also increased engagement and data quality. So, it stands to reason ing how much to compensate participants, consider that doubling the in- that you’ll see stronger engagement when you focus on both determining centive created an increase of 6% in willingness to take another survey for the right incentive amount and improving the incentive experience! shorter survey takers (82% to 88%) and an increase of 12% for longer survey takers (78% to 90%). Three elemenTs of The IncenTIve experIence This seems to connect with the finding that doubling the incentive also expecTaTIons created a 10% increase in feeling their participation was valuable and a Any great user experience includes clearly set expectations. Clearly com- 13% increase in feeling the reward was fair. However, even after a 13% in- municating how long a survey will take, how much is left to complete, crease, only 45% of participants felt the reward was fair for the effort. When and if there are more surveys to take has become best practice. Doing the it comes to engagement, 88% of shorter survey takers and 90% of longer same for incentives should also become best practice. Creating consisten- survey takers said they would take another survey—suggesting that the cy around how much a respondent can earn and how regularly they can double incentive is probably much closer to a “fair” amount than the 45% earn will keep them coming back. would suggest. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 17

ThoughT the GReAt InCentIVe eXPeRIenCe leadershIp redempTIon These days, it’s not hard to send or even automate incentives that all partic- ipants will enjoy. Gift cards provide both ease and choice—making it clear why gift cards are the number-one requested gift in the United States, 12-years running (NRF). Give Choice Are you unsure what your employee or customer wants? Gift cards let them decide. Build a catalog or use a choice product, like the Reward Link, to empower your employees or customers to choose the reward that best suits their needs. They can even split their e-gift card total across multiple rewards from our catalog, ensuring even the most indecisive person will be able to find something they like. Give Ease Sent immediately, delivered via email or in app, accessed on a computer or mobile device, and easily spent online or in store — e-gift cards meet your recipient where they want to spend, when they want to spend. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 18

ThoughT SYSteMAtIC ChAnGe bRInGS SIGnIFICAnt beneFItS leadershIp bY dAVe RothSteIn • When possible, we let respondents know the sponsor of the research, RTi Research and how their feedback will influence our clients’ business • We mandate a mobile first strategy – vital to respondent experience, representative sample and quality of data • We’ve virtually done away with traditional grid questions, using more Like anyone reading this handbook, our business relies on hundreds of creative research design and/or technology to capture the required in- thousands of willing, thoughtful, and engaged research participants each formation in far less tedious ways. year. Doing our part to ensure this ecosystem remains healthy and vi- • Our questionnaires are now written like actual human beings having brant goes beyond simply providing respondents with economic incen- a conversation – brief, friendly, casual, fun – survey takers do not need tives. We must prove our respect, and the value we have for respondents lengthy instructions to understand the task/question through the working environment we provide them. Yes, just like we do • We use motivational language – “thanks for all of your answers so far, for our employees – an equally vital group of people critical to our compa- you’re doing great” to encourage them to press on midway through ny’s success. the survey; we also include transitions that keep people interested and engaged, such as “we’d love to hear what you think about some im- To that end, RTi Research has participated in the ENGAGE coaching pro- portant issues. Next up…” gram and I thought I would take this opportunity to highlight what we • Where possible, we include a fun lifestyle question in our surveys, typ- did and the impact it’s had on key stakeholders: ically around the midpoint and we share the results at the end so re- spondents can see how they stack-up to other survey takers acTIon sTeps: • Finally, and perhaps most importantly for sustainability, we show grati- • We’re realistic and transparent about with respondents how long sur- tude – we close our surveys with a brief video of an RTi staffer thanking re- veys will take to complete spondents for their time and explaining how it helps us do our jobs better ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 19

ThoughT SYSteMAtIC ChAnGe bRInGS SIGnIFICAnt beneFItS leadershIp ImpacT on parTIcIpanTs: ImpacT on employees: While we don’t have a pre wave to compare, we’re pretty confident Overall Our team – from our account executives to our project managers to our Survey Experience wasn’t as universally positive (97%) prior to our actions. data collection professionals all feel great about RTi’s proactive stance with respect to participant engagement. And because everyone had something to contribute to the effort, everyone is committed to its success. very good somewhat good not good Impact on clIents/our BusIness: 61% 36% 3% Similarly, as we’ve discussed what we are doing with our clients, we’ve re- ceived positive feedback. Our clients, like our employees, are happy to be associated with proactive industry leaders and are appreciative of our ef- Importantly, we know from prior GRBN work that a poor survey can have forts and dedication to preserving our greatest industry resource – willing a negative Impact on the Perceptions of the sponsoring Brand/Company. and engaged survey participants. We’re happy report that not only is that now rare, but in almost half the cases, our surveys are a positive brand touchpoint. better no difference Worse 44% 54% 2% ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 20

30 tIPS

TIp 1 undeRStAnd WhAt MotIVAteS PeoPLe to tAke PARt WhICh, IF AnY, oF the FoLLoWInG deSCRIbe WhY You PARtICIPAte In MARket ReSeARCh? Giving a fair incentive is a must, but you need to understand what else motivates potential participants and align the experience you give them to those motivations. for the money 63% for example: To share my opinions 58% Making the survey fun to answer, sharing back data, and telling peo- ple how their participation will help the client are all great ways to To spend my free time 43% motivate people. To influence products that I care about 43% To feel “In the know” 24% Source: GRBN Online UX Survey 2016 ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 22

TIp 2 be PARtICIPAnt-CentRIC And ShoW eMPAthY employ a partIcIpant- centrIc desIgn process shorT Is good, relevanT Is beTTer You no doubt have a well-grooved, client-centric design process in place to en- If your starting point is focused purely on what you want to get out of the sure that both your proposals and your research projects meet client needs. survey, then the advice is to keep the experience as short as possible. If you are also interested in what participants can get out of the survey, then you Create a parallel participant-centric process. At every stage of your process, are not so constrained. think about the impact of your decisions on the participant, evaluate what could be done differently to have a positive impact on clients and partici- Participants need to feel that their participation in research is meaningful. pants, and design accordingly. One way to do this is to deliberately include sections in the research that are relevant to the participants themselves. Try to find themes that are rele- vant to both the participant and the client, and build interesting questions and other engaging activities into your research. thInk About PARtICIPAntS AS WeLL AS CLIentS At eVeRY StAGe In YouR PRoCeSS Our A/B testing supports that you can create a 25-minute survey, which the vast majority of survey-takers found to be a very good experience and would willingly take similar types of surveys again. The key: relevance. Business Research Agency Data Collector Objectives Objectives Brief Brief Research Feedback very good somewhat good not very good Plan Pilot Implement Loop 63% 36% 1% Source: GRBN Online Survey Experience A/B Testing ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 23

TIp 3 be tRAnSPARent And ReSPeCt PeoPLe’S PRIVACY Transparency is key to successful customer-centricity in business, and Many people are very concerned about the privacy of their data. Their first in- equally, it is key to successful participant- centricity in research. stinct is to not trust you, so you need to earn that trust. Understand what peo- ple consider to be sensitive personal data and respect their right to privacy. Is there really any reason why you cannot tell participants at the end of the interaction who the research was conducted on behalf of? Is there any rea- son why you can’t share what value their participation has? 1-in-10 people have a high level of trust in market Again, don’t take it for granted that all data collectors are equal with respect research companies to protect and appropriately to transparency. Make sure yours is being transparent with participants. use their personal data. Less than half of survey-takers feel well- informed things to be transparent about: about how research companies collect, store, and use personal data. • What is expected from the participants • Who the research is for Only ask people for demographic and other profiling questions if they are • What will be done with their input relevant to your study, not “just in case”, and explain why you need the data. • how their personal data will be protected and Transparency is key. Whilst participants have legal protection, transparency appropriately used is about going beyond this to secure trust. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 24

TIp 4 tReAt MARket ReSeARCh AS A bRAnd touChPoInt Market research has become a brand touchpoint and a research experi- ence that is positively aligned with the overall customer journey is required. Promise to let them know the sponsor of the Companies need to provide a great customer experience that spans across research at the end of the survey all touchpoints, including market research. If the market research experience of a consumer is positive, it will not just influence their opinion on their entire consumer journey, but also their per- Whilst you don’t want to risk biasing the survey, in most cases, there is no ception of the brand. harm in revealing the name of the survey sponsor at the end of the survey. In fact, assuming the experience you give people is positive, this will leave a bRAnd touCh-PoInt customer experience positive impression on the company or brand behind the survey. It will also increase people’s motivation to take surveys in the future. Sales Direct Word of Promotion how does or would it change your motivation to take a survey if you were told the name mouth of the company or brand who was sponsoring the survey than if you were not told? Market Packaging Research Advertising Blog 4% 4% Source: GRBN Online UX Survey 2016 - Phone Store/PDS Newsletter Communi Not sure Somewhat at less ties Ecomerce PR Product Social media 2% 47% 28% 15% 43% Events Website Employees Collateral CRM Much No difference Would be less to me Somewhat Much more motivated more more ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 25

tip 5 reThink The incenTive and reWard aPProPriaTely When it comes to web surveys, individual promised incentives have been Research has also found that monetary incentives increase response rates shown to increase response rates to surveys since everyone who com- more than gifts, and incentives that are prepaid increase response rates pletes the survey is rewarded for their time, but the jury is still out on the even more than promised incentives or lotteries. impact of sweepstakes. UsefUl links “Time to take the survey and the amount of • The Impact of Incentives on Participant Engagement and Data money paid were not equal to what i thought Quality i should have received.” • SurveyMonkey’s Surveys 101 project - Quote from an unhappy survey-taker • “Money talks: Should research respondents receive cash incen- tives?” Eleanor Singer of the Survey Research Center at the Univer- sity of Michigan - via Quirks Article ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 26

TIp 6 ARe You SuRe You need to FInd A needLe In A hAYStACk? Sample acquisition is as important as other aspects of the research proj- ect. Targeting is frequently used to reduce interviewing costs, but it’s not always appropriate. If one of the stated, or unstated, objectives is to size the market or understand gen pop incidence, targeting needs to be avoided and sample should be balanced to the (relevant) gen pop audience. On the other hand, if a target audience has been identified, targeting can be a helpful way to save interviewing costs and time. Online panels offer a variety of targeting variables, including demographics, consumption be- havior, financial behavior and more! ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 27

TIp 7 GIVe eXAMPLeS oF hoW SIMILAR ReSeARCh hAS heLPed the CLIent Participants want to know that spending their time on a survey means motivated out of a desire to influence things. Sharing this type of insight something. For example, if you are conducting a segmentation survey, tell with participants had a very positive impact on the perception of the sur- them how similar surveys have helped the client develop a new product or vey sponsor. service to meet specific customer needs. If you are conducting a customer experience survey, tell them how similar surveys have helped the client im- how did your experience taking this survey make you feel about prove a specific aspect of their service. the brand or company it was for? Talk in general terms in the invite to the survey so as not to bias the research, better no different Worse don’t know but promise to be specific at the end of the survey and follow through on 52% 46% 0% 2% that promise. In our A/B testing research, we informed participants that: In this survey, you were told more about how 33% your participation will help the client than is usual. how interested are you in being told this “Previous studies like this provided valuable input that was used to type of information in future surveys? create new insurance and savings products for consumers. For example, Top 2 Box 7 - Very interested similar research conducted last year guided the development of their 54% 21% 6 new MetLife Rapid Term life insurance product that was launched Top 3 Box 5 4 earlier this year. This product has been designed to deliver on key 77% 3 needs of affordability, simplicity, and customization as identified by the 16% 2 23% 1 - Not at all interested responses given by the survey participants.” Source: GRBN Online Survey Experience A/B Testing This type of additional information was particularly appreciated by those “I feel like they are actually interested in finding out the results and will with an interest in the insurance category, regular survey-takers, and those use the information to provide better service.” ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 28

TIp 8 do You need It toMoRRoW? Research timelines are continually shrinking and, as a result, you may face temptation to condense field length. Before doing so, consider whether doing so would jeopardize the validity of your sample. If you need 200 high incidence completes overnight, you can likely do so; however, at some point (e.g., n=1,000 completes overnight) representativeness of the sample will likely be compromised. To help make up for lost time, rethink how you treat holidays and weekends. In today’s plugged-in world, holidays and weekends no longer impact data quality or sample representativeness and, unless you’re using client sam- ple, response rates are minimally impacted. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 29

TIp 9 keeP It ShoRt If you’ve been following our handbooks, you’ve heard that it’s imperative to keep surveys short. Analysis of a proprietary online panel shows that complete rates start to decline at the 10 minute mark; the threshold is likely longer for those on online panels that receive a steadier stream of 25% 23% survey invites. 22% 15% 16% 12% to keep reduce survey length: • Focus the questionnaire on key questions 2 minutes 3 to 5 6 to 8 9 to 11 12 to 15 16 to 30 • Remind key stakeholders that data quality or less minutes minutes minutes minutes minutes increases with shorter surveys • Reduce wordiness of questions ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 30

TIp 10 GReAt uX WoRkS. uSe IMAGeS And otheR deSIGn eLeMentS When we provide a more enjoyable survey-taking experience we keep more people engaged in research, improving project feasibility and impor- tantly, improving coverage of our target populations. This leads of course to more reliable data upon which to base our business decisions. uSeFuL LInkS • Blog: MRII | Market Research Institute International: Making Surveys More Enjoyable ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 31

TIp 11 oPtIMIze And teSt FoR MobILe Mobile optimization has become a mantra in market research over the past decade. The onus has largely rested on survey platforms, but mobile opti- mization needs to be considered when designing the questionnaire as well. • Condense lengthy instructions • Show multiple questions per screen (as long as it doesn’t overwhelm respondents or require extensive scrolling) • Break up long grids into multiple questions And, don’t forget to test on multiple mobile devices! If the survey requires too many clicks or too much scrolling for your liking, respondents will proba- bly have a similar reaction. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 32

TIp 12 be AdA CoMPAtIbLe creaTe ada accessIble onlIne surveys Improve access to marketing research for the 1.8 billion people worldwide uSeFuL LInkS living with visual impairment or blindness (WHO, 2018). Create survey de- signs that are compatible with screen readers and provide high contrast options. • MarketVision Research and Clovernook Center for the Blind and Vi- desIgn TIps: sually Impaired screen readers for pc and mobIle • More tips for ADA Accessible designs - www.ada.gov Limit elements on the page, keep instructions simple, focus on how and how often to ask questions and present scale options HIgH contrast desIgns (vIsual ImpaIrment) Font size and type, bolding, and using color contrasts can be elements of good design ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 33

TIp 13 Put YouR oWn SkIn In the GAMe Just because you have the opportunity to hide your identity when design- ing surveys doesn’t mean that you should. Sign your survey invites with your own name and at the end of the survey give them your email address so people can contact you with their feedback. We guarantee that people will appreciate your transparency and you’ll learn a lot from the direct feedback you’ll get. Source: Kelsy Saulsbury, Johnson & Johnson Vision (formerly with Schwan’s Shared Services), IIeX NA 2017 ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 34

TIp 14 SPeLL out In the InVIte WhAt You eXPeCt oF SuRVeY-tAkeRS It might be obvious to you, but don’t assume survey-takers know automati- cally what is expected of them. Spell it out. For example, you might not want the participants to take the survey on their mobile device due to the nature of the stimuli or the complexity of the task you are asking them to do. Or you might want them to be at home when taking the survey and not on the move. We need to ensure participants are able and safe to participate. Be clear on the expectations in the invite, otherwise, you risk losing perfect- ly capable participants and giving them a very negative experience. Source: Kelsy Saulsbury, Johnson & Johnson Vision (formerly with Schwan’s Shared Services), IIeX NA 2017 ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 35

TIp 15 be honeSt About SuRVeY LenGth The results show that expectations and incentive amount do increase willingness to participate in future marketing research. The results also show that setting and meeting expectations is three-and-a-half times more important than incentive amount in encouraging willingness to participate in future marketing research. Violating expectations may kill future participation and endanger recruiting and retention for marketing research panels. In cases where you are designing a longer survey, it’s good to manage your respondents’ expectations. uSeFuL LInkS • Tell them up front about how long the survey should take • Lotta, Mark. “The importance of setting and meeting • Break up your survey into pages that don’t require a survey respondent expectations” Quirks, Nov 2015. lot of scrolling so it doesn’t feel overwhelming • SurveyMonkey’s Surveys 101 project • Use a progress bar so respondents can see how they are doing (people like to see progress!) ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 36

TIp 16 FIRSt IMPReSSIonS Count - don’t FoRGet the LAndInG PAGe Hours are poured into developing a survey, but the first touchpoint, the survey landing page, is often given little thought. One of researchers’ first interactions with respondents is the first page of the survey and it should contain a proper introduction and state the rules of engagement. key pieces of information that should be included are: • the research agency name • When possible, the research sponsor name • A statement about data confidentiality • Privacy policy link • Survey support link • Survey length ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 37

TIp 17 do CoGnItIVe InteRVIeWInG beFoRe LAunCh We never know if our surveys will make sense to people unless we talk to them. For decades, trained survey professionals have used cognitive inter- viewing to find and fix flaws in questionnaires. We all need to practice this technique, especially when we have not done qualitative research or are researching something new. Cognitive interviewing involves conducting interviews with people from each segment that take the questionnaire. We ask them to think aloud as they read and answer questions. We use standard cognitive probes, such as: • Please repeat the question, in your own words. • What does the term “outpatient” mean to you? • How are you sure that your insurance covers mental health treatment? The only way you know your questions make sense and people can answer them is to do cognitive interviewing. dAVId hARRIS Author of The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 38

TIp 18 do QuALItAtIVe ReSeARCh to InFoRM hoW to WRIte the QueStIonnAIRe Surveys need to make sense to participants and match their “frame of ref- erence.” Too many times, we ask people questions that have jargon, techni- cal terms, and unclear terms and phrases. Do qualitative research first to know what to ask and how to ask it. In qual- itative research, you will discover the words and phrases people use to de- scribe concepts. You will find out what really matters to them, and this will inform what questions to ask and how to ask them. Further, when peo- ple skip qualitative research, they often expect the quantitative exercise to gather insights that only qualitative research can address. There is no substitute for qualitative work. Skipping this step is one of the hallmarks of poorly written questionnaires. dAVId hARRIS Author of The Complete Guide to Writing Questionnaires: How to Get Better Information for Better Decisions ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 39

TIp 19 tAke CARe oF the bASICS A great research experience requires great fundamentals. No amount of what are the implications for your data and your insights? What are the fancy design will save you if the basics are wrong. implications for the decision-makers relying on you? Don’t take it for granted that all data collectors are equal in this respect. Watch a recording of a webinar to hear the experts Lisa Wilding Brown Make sure yours is getting the basics right. (InnovateMR), Kerry Hecht (Echo MR) and Scotty Greenburg (Tango Card) discuss the key findings from the GRBN Incentives research and the impli- Participant engagement basics cations for end-clients, agencies and data collectors. • Pay a fair incentive commensurate with effort douBle-cHeck Before you fIeld • be honest and transparent about the project, Don’t rush into field without proper testing of your survey. Don’t just test for especially the time commitment required technical issues (broken links are a particular bugbear of frustrated partic- • keep screeners as short as possible ipants). Also, test the survey from a participant engagement / user experi- ence perspective. Have your partner test it, have your kids test it, have your parents test it, your friends test it, why not even ask your hairdresser to test pay a good IncenTIve it! If they react negatively to the experience, it is likely that your participants will too. The latest research from GRBN shows that paying a low incentive has a negative impact on both the participant experience and data quality. Do you want to take that risk with your survey? Sure, you will always (or at least almost always) find someone to answer a survey even if you offer a poor incentive, but who are these people? And keRRY heCht LISA WILdInG-bRoWn SCottY GReenbuRG Echo MR InnovateMR Tango Card ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 40

TIp 20 oFFSet PAIn to ReduCe FRAud Speeding, straight-lining, and falsification of profiling & pre-screener data are often not intentionally malicious. These behaviors are the last gasp from a participant who feels their time is being wasted. Effective targeting, consolations for fail experiences, and acknowledging conversion difficulty are just a few of the ways to avoid declining partici- pation. “by reducing and off-setting panel pain-points, you can count on fewer struggling participants overall, and significantly less desperation behavior. employing these strategies has made a material impact on our overall panel retention.” Lisa Wilding-Brown, InnovateMR Chief Research Officer ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 41

TIp 21 MAke SuRVeY InVItAtIonS InVItInG Survey invites are the bridge between respondents’ relationship with the research sponsor and research agency. Special care is needed to ensure that both relationships are preserved, especially with client sample. • Send invites from a client email address and name the client in the in- vite, when possible to increase response rates • Ensure that invitees have opted in to receive surveys to avoid blacklist- ing the sender Regardless of the sample source, all survey invitations should: • be checked for accuracy of company names, links, etc. • Avoid words/formatting that trigger spam filters • be honest about survey length to reduce attrition ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 42

TIp 22 keeP the LAnGuAGe MotIVAtIonAL, eSPeCIALLY FoR ‘boRInG’ toPICS Let’s face it – some research topics are more interesting than others. We can’t magically make a “boring” topic more interesting, but as you may recall from past GRBN handbooks, we can show respondents that we empathize with them to help engage them. InSteAd oF: thIS SuRVeY IS About InSuRAnCe. tRY: thIS SuRVeY IS About InSuRAnCe! the more boring the topic, the more engaging the survey Fun, RIGht? :) needs to be. help engage and focus respondents by: • using concise, conversational language We know, insurance isn’t the most exciting topic but you have an im- • Including motivational language throughout the survey portant role here. With your help, we will have survey results that will allow the survey sponsor to improve their services and launch some • thanking respondents at the end of the survey product. So, grab a cup of coffee and make yourself comfortable.” ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 43

TIp 23 keeP the WoRdInG SIMPLe And ConVeRSAtIonAL. WRIte LIke A huMAn Conversational language is likely to give a better user experience than offi- cial-sounding “researcher-speak.” As people’s attention spans decrease, especially on mobile devices, writing concisely also wins you points with survey-takers. 9 In 10 SuRVeY-tAkeRS WouLd LIke How about asking a non-researcher to read through your questionnaire to help SuRVeYS to be MoRe ConCISe And ensure that you are ‘speaking’ in an understandable, clear and consise way? ConVeRSAtIonAL. Worried about the impact on your data? In our A/B test, the data suggests there was no difference, even on a highly detailed subject like insurance. Source: GRBN Online Survey Experience A/B Testing ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 44

TIp 24 dRoP the GRIdS And FoCuS on MuLtI-PLAtFoRM deSIGn The future of online research is not mobile. The future is providing a consis- desIgn for a consIsTenT user experIence tent experience to research participants regardless of device, and in doing so maximizing representation and improving quality. Responsive design only gets you part of the way there. Custom designs geT rId of The grIds for troublesome question types (ranking, allocation, choice) need develop- ment and testing before implementation Grids used for multi-select questions are to blame for numerous data qual- ity issues. There are better options that render nicely on both mobile and non-mobile platforms uSeFuL LInkS • MarketVision Research, Research-on-Research ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 45

TIp 25 don’t RePeAt YouRSeLF When designing a survey, skip questions you can answer with data you already have. Although this may sound like an easy task, data silos often make it difficult to know what data lives under your company’s roof. By looping in people from a variety of divisions, and also having those people involved in the survey testing, you can identify questions that are repetitive or can be omitted. Talk with your data collection partner about the background data they al- ready have and ensure that if they are subcontracting data collection that everyone in the chain passes demographics data to each other. Nobody likes to be asked their age five times in a row when trying to qualify for a survey: It’s not good for engagement and it’s not good for trust. uSeFuL LInkS • Carter, Holly. “Dos and don’ts for successfully engaging survey respondents” Quirks, Dec 2018. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 46

TIp 26 don’t FoRCe ReSPonSeS When in doubt, give an out - If you don’t think you can come up with all possible answer options to a multiple-choice question, don’t force respondents into choosing among only the options you pre-populated. Provide “other” and/or “none of the above” answer options. If you are using a dichotomous question with only two response alternatives (yes or no, agree or disagree, etc.), consider adding a neutral alternative such as “no opinion”, “don’t know”, or “undecided”. uSeFuL LInkS • Blog: AYTM: Writing Survey Questions with Common Sense ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 47

TIp 27 CLoSe the FeedbACk LooP. ShARe bACk InteReStInG FIndInGS. Beyond conversion concerns, survey monotony can strain and fatigue par- ticipants. Showcasing participant data from in-house quizzes and polls helps close the feedback loop and get participants invested in their data. With sponsor permission, you may also consider sharing non-proprietary results from recent client surveys. What products or services have partic- “I was so excited to see the new subscrip- ipants’ survey responses helped influence? Sharing results may take the tion tiers offered after I gave feedback on shape of charts showing how other participants responded to a specific the same in a recent survey. It is great to question immediately after the survey is complete, or follow-ups featuring see your opinions shaping services in the information on a sponsor’s new product or service. real world!” Remember that financial incentives are just one key in an array of factors - Quote from a survey taker that encourage participants to respond to market research surveys. Closing the feedback loop is another tool that can help strengthen the participant bond and promote engagement. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 48

TIp 28 ASk FoR And AnALYze FeedbACk We recommend to ask 2 questions. The first asking the respondent to rate the survey experience, eg. On a scale of 1 – 5. The second being an open-ended one asking the respondent to share any feedback they’d like about the survey experience. These 2 questions can provide some pretty rich insights to either validate or improve your respondent survey experience. If we are to expect partic- ipants to continue giving up 10, 15, dare we ask for 20(!) minutes of their time, we would be remiss to not move towards making the experience as pleasant as possible. uSeFuL LInkS • Buchanan, Baillie, Research for Good: Just 2 More Ques- tions: Why You Should Ask For Respondent Feedback at the End of Your Survey (GRBN News) ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 49

TIp 29 thAnk YouR PARtICIPAntS a vIdeo can be very poWerful Many people participate in research because they want to influence busi- ness decisions and help brands and companies they like. Let them know that their opinion counts and is of value to you. The best way to do this is to let them know how their participation will help you. Let them know what decisions will be made because of the research. Be as specific as you can. how did your experience taking this survey make you feel about To give a best in class experience, make it personal and create a short thank the brand or company it was for? you video. Best-in-class advice is for the end-client to make a short video better no different Worse don’t know explaining how people’s participation in the research will not only help 49% 46% 1% 4% the client but will help other people (citizens or consumers), but make sure that the message is not promotional or marketing in nature. Source: GRBN Online Survey Experience A/B Testing The video doesn’t have to be professionally made. A “homemade” video can This chart shows that 49% of participants who saw the “thank you” video even increase authenticity and empathy, which are useful when building a said that the survey experience improved the image they have of the com- relationship. pany sponsoring the survey. Include the video at the end of the survey to avoid bias, but promise it up- This compares with 29% giving the same answer in the control cell, demon- front as a key selling point in the invite. strating that the “thank you” video from the client has a significant impact on the experience. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 50

TIp 29 thAnk YouR PARtICIPAntS “I truly appreciate being thanked for participating. “I like that there was a video of an actual person telling That is a huge incentive to complete more for Met Life the survey-takers that the surveys have actually been in the future. I now have a greater appreciation for this useful to a real company and my participation may company as well.” help a company.” “I thought it was just like all other surveys until I watched “I also like the personal touch with the video at the end. the video and found out exactly what they are trying to I like knowing how my participation may help a company.” accomplish.” Source: GRBN Online Survey Experience A/B Testing ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 51

TIp 30 uSe MetRICS to Get betteR Formal research on research initiatives are a great way to answer bigger Ongoing satisfaction surveys, helpdesk operations, social presence, and questions. Even when you don’t have the resources to undertake such an other points of engagement that allow respondents to voice their concerns endeavor, there are still learning opportunities. or ask questions are incredibly important. Include a question (or two) at the end of each survey to understand Routinely review data quality and break off patterns to understand if respondents’ experience with the survey. Monitor this data, along with key certain types of questions encourage speeding, straight lining, and survey survey info, to improve the survey experience for your company / client. abandonment. What are participants saying? How are they feeling? How is participant evIdence morale impacting the business? By tracking participant sentiment, business practices can be emphasized or reduced accordingly to ensure optimal retention and performance. • Track help desk tickets by category to gauge upticks in frequency and aim to resolve enquiries within 24 hours. • Log social media and BBB feedback to compile intelligence and overall trend of sentiment. • Watch metrics relating to survey conversion as they directly tie to participant frustration • Watch reconciliation windows and intervene if participants are left waiting for their reward too long. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 52

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