That respondents deserve more than they sometimes get. Not in terms of financial inducements to participate in research, but in terms of what is sometimes asked of them.
Respondents who are engaged (and challenged) during research enjoy and participate in it more fully than those who are not.
We think that research should seek not only to address client objectives, but also to challenge respondents and retain their interest.
And that means eliciting better quality, more candid, more emotionally-laced, responses. Which in turn yields better research.