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