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