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.