TRUST IN RESEARCH Fostering trust, advocacy and motivation among research participants - Ipsos
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TRUST IN RESEARCH Fostering trust, advocacy and motivation among research participants By Hazel Freeman, Sandro Kaulartz, Trent Ross, Jason Fuller and James Karr | August 2021 September 2021 Leah McTiernan With contributions from: Hazel Freeman Jason Fuller James Karr Sandro Kaulartz Trent Ross IPSOS VIEWS
THE ROLE OF TRUST
Trust is integral to the successful running depth interviews. Research activities At Ipsos, our aspiration is that by operating ecosystem), the answers provided will
of market research activities, as is the not only gather opinion but can also as a full-service company owned by be anonymised and only be used for
case with any industry. On one hand, it capture personal behaviours and data market researchers and its own data the purposes of the research study, and
is critical to secure clients’ trust. On the through various advanced techniques collection, we create a sense of security their data will be deleted after a specified
other, research agencies need to build such as passive measurement of digital in the quality and the rigour of the insights period.
respondent trust so that the individuals behaviours, facial coding and eye that we provide.
who complete research activities are tracking. This continued evolution, along We have found that the public would be
willing to share their personal information, with the ongoing shift to online research, As discussed in a recent Ipsos paper The more comfortable sharing personal data
opinions and behaviours. requires respondents to not only hold Power of Research Panels1, research with a company that is clear about how it
trust in the organisation they are working participants have a contract with Ipsos will use it and that promises not to share
The market research industry has now with but also be engaged and motivated that establishes the rules of engagement: it with third parties.
evolved beyond gathering data through to participate. Otherwise severe limits are their data and privacy will be protected
simple surveys, focus groups and in- placed on the project’s success. (especially in the post-GDPR digital
Q: To what extent would you be more comfortable about sharing
your personal information with companies or brands that…
More
comfortable*
Are clear about what they will do with that information
A survey conducted with the World
67% 28% 39% 21% 12%
Economic Forum explores the broader
Promise not to share it or not to sell it to other parties context of online trust and data privacy.
It finds members of the public say they
64% 29% 36% 23% 13%
are more likely to share personal data if
Have never been subject to any breach, leak or fraudulent usage of data they are:
62% 27% 36% 23% 14%
• Clear about what will be
You have a lot of experience with done with the information
• Promised it will not be
61% 20% 41% 26% 13%
shared with third parties
Offer you some kind of compensation for your information (e.g. discount, reward, etc.) • Aready familiar or experienced
with the organisation in question
60% 23% 37% 26% 14%
• Offered some kind of compensation.
Much more comfortable Somewhat more comfortable Not much more comfortable Not more comfortable at all
*Much or somewhat more comfortable Source: https://www.ipsos.com/en/ignorance-and-distrust-prevail- Base: 17,811 adults aged 16-64 across Argentina, Australia, Belgium, Brazil,
about-what-companies-and-governments-do-personal-data Canada, Chile, France, Germany, Great Britain, Hungary, India, Italy, Japan,
Malaysia, Mexico, Peru, Poland, Russia, Saudi Arabia, South Africa, South Korea,
Spain, Sweden, Turkey and the United States..
2 IPSOS VIEWS | TRUST IN RESEARCH TRUST IN RESEARCH | IPSOS VIEWS 3
DEFINING TRUST TRUST IN PANELS: THE IPSOS EXPERIENCE
Trust can be defined in many ways. Trust is to behave To have real value as an insights provider, As set out in Corporate Reputation: The
According to Merriam-Webster, trust
is “assured reliance on the character,
voluntarily in a way to respondent trust is essential. The first
building block is for respondents to believe
key questions answered6, trust drives
reputation because it reflects how people
ability, strength or truth of someone or accept vulnerability due their data is protected and secure, and think about an organisation. Trust is also
”
something”2. Steven M.R. Covey states
“…trust means confidence. The opposite
to uncertain behaviour of that their opinion is important. With this
understanding in place, they are more
earned.
of trust – distrust – is suspicion.”3 And, as another (the trustee), based willing to provide more sensitive and For Ipsos panels, it is critical to maintain
Zheng and Katok4 allude to, if individuals
upon the expectation of personal information, and to enter a trust so that panelists remain engaged
are to trust a market research company long-term, reciprocal relationship with a and motivated to participate. As more
they must accept a level of risk, as they a positive outcome. Zheng and Katok research company that leads to continued than half of Ipsos panelists participate
voluntarily agree to provide personal data participation in research over time. in more than one research panel (see
and assume that the market research This paper shares the view from Ipsos Figure 1), it is especially important to keep
agency will treat it appropriately. panelists on their experiences and to high standards and consistently meet
ongoing participation in research. We also respondent expectations.
bring in knowledge and experience from
across our Corporate Reputation, Brand
Ipsos Reputation Model SUPPORTIVE BEHAVIOUR
(E.G. ADVOCACY)
Health Tracking and Social Intelligence
Likelihood to advocate/criticize
Analytics capabilities to present the wider
view around trust and engagement in TRUST
Overall trust metric, plus dimensions of trust
Ipsos’ 2019 report on trust 5 research studies.
interrogates the idea that trust EMOTIONAL ATTACHMENT
is in terminal decline in society We explore the essential elements The extent to which people associate a variety of brand
attributes, values or personality traits with an organisation
today. It doesn’t find evidence of trust, how to establish trust with
for this stark conclusion, instead respondents or panelists – as well as FAVOURABILITY
Baseline sentiment or ‘warmth’
suggesting that there is a more motivate their ongoing engagement – and
nuanced conversation to be had consider what is important when building
FAMILIARITY
– one that is less about trust long-term trust and advocacy in market The extent to which people know about an organisation
per se, and more about what research.
organisations and individuals The layers are interlinked – if stakeholders are more
can do to be trustworthy in a familiar with an organisation, they are in turn more likely to
feel favourably disposed towards, trust, and speak highly
particular context. of that organisation.
Without some degree Reputational equity brings benefits for Figure 1: % of respondents who belong
of trust society simply attracting and maintaining engagement
with respondents. We have found that,
to one or more additional panels
North America Europe Latin America
would not function.” across all regions, Ipsos shows a strong,
established reputation with its panelists, as
58% 54% 57%
well as high levels of advocacy (see Figure
2). Brand name awareness and respect
plays a part in this. In markets where Ipsos Middle East Asia Pacific
has a strong presence in polling and in
public media releases, resulting in a strong 50% 62%
share of voice, Ipsos is as reputable as its
associated panel brand (see Figure 3).
4 IPSOS VIEWS | TRUST IN RESEARCH TRUST IN RESEARCH | IPSOS VIEWS 5
Figure 2/3 legend: Familiarity Favourability Trust Advocacy
MOTIVATING ONGOING
Figure 2: Relative Performance of Ipsos Panel brands against key competitor ENGAGEMENT
brands by region. (Double Index* of Top Box Results) Within the online and social ecosystem, • Warmth: perceived intent
147 there are channels, feeds and pages • Competence: perceived
127 132 instructing individuals to make money ability to act on their intent
116 116 117 117 120
111 110 109 113 112 113 110 through joining online panels. These
106 103 107 107 103
posts often review the panels available While it is important to be seen as
100
to inform potential followers if the panel trustworthy, to support ongoing research
is trustworthy or willing and able to participation, panelists also need to
fulfill their side of the market research be motivated. According to the Job
contract7. Characteristics Model 9, motivation
requires at least one of the following:
As per the Stereotype Content skill variety, task identity and/or task
North America Europe Latin America Middle East Asia Pacific
Model by Fiske 8 , individuals assess significance; together with autonomy and
trustworthiness along two dimensions: feedback.
Figure 3: Relative Performance of Ipsos versus Ipsos Panel brand in a market
where the Ipsos brand is well known. (Double Index* of Top Box Results)
111 110
103 102 107 105 106 103
100
*Double Indexing was used to allow for Most Important Trustworthiness Attributes for a Market Research Organisations
comparisons of brands of different sizes,
and to minimise the impact of Ipsos panel
Takes all necessary precautions to protect your
brand effect. The average is 100. 1 privacy
Competence
Ipsos Ipsos Panel
Takes all necessary precautions to protect your
2 personal information
Competence
The reasons for trusting Ipsos, given panel brands through their experiences,
spontaneously by panelists, often refer to panelists also trust Ipsos where the Ipsos
3 Treats you with respect Warmth
the organisation’s reputation. This shows public presence is well-established and its
that in addition to gaining trust in Ipsos face and name is known locally. Provides you with a choice of rewards that are
4 relevent to you
Competence
5 Provides you with rewards in a timely fashion Competence
Ipsos is a great My friends told me (n=2,285 panelists) across North America, Europe, Latin America, Middle East and Asia Pacific.
name in the market I can trust Ipsos
” ”
research field. completely and they I’ve been a panelist for quite a while now
handle data very and I feel safe answering their surveys.
carefully.
6 IPSOS VIEWS | TRUST IN RESEARCH TRUST IN RESEARCH | IPSOS VIEWS 7
Figure 4: Panellist Ratings of Ipsos Panels* Performance Figure 5: Most Important Attributes of a Market Research Organisation
Being rewarded for offering your time to complete
Warmth Treats you with respect 63% Feedback
research studies 63%
Being rewarded for participating in activities you
Competence Makes it easy for you to provide your opinion 62% Task Identity
enjoy 62%
Warmth Treats you equitably 52% Autonomy Your opinion is considered important 52%
Competence Provides you with rewards in a timely fashion 51% Task Identity Being interested in the research topic 51%
Able to participate in a variety of different research
Warmth Invests in a long-term relationship with you 45% Skill Variety
activities 45%
You understand the core purpose for the research
Competence Continually delivers on its promises 45% Task Identity
activity 45%
Provides you with a choice of rewards that is Task
Competence
relevant to you 45% Significance
Feeling like you are a part of something bigger 45%
Warmth Acts in an ethical way 45% % of Panelists who rate attribute as ‘Very Important’ (n=2,285) across North America, Europe,
Latin America, Middle East and Asia Pacific
% of Panelists who rate Ipsos Panels’* performance as ‘very good’ (n=2,285) across
North America, Europe, Latin America, Middle East and Asia Pacific.
*Results for Ipsos follow a similar pattern.
When reviewing the factors that in which the individual is treated with As Ipsos carries out work for clients It the platform I like
underscore trustworthiness and motivate
ongoing motivation, we can see that
respect and equitability, feels that their
opinion is important, and can participate
across many sectors which explore
different topics and questions, there is the most. It is very
panelists do not merely want to receive
compensation/rewards for their work;
in interesting research activities
for which they understand the core
a variety of research activities available
to panelists. This choice further bolsters
trustworthy... I like
these rewards must also be worth their purpose. Additionally, given that globally ongoing motivation and engagement. the subjects covered
effort, relevant to them, and attached to
tasks that they enjoyed doing.
individuals are increasing their digital
footprint, there is an expectation that
in its surveys.
their privacy and personal information
Just as important is the desire to be a will be protected.
part of a mutually beneficial relationship
8 IPSOS VIEWS | TRUST IN RESEARCH TRUST IN RESEARCH | IPSOS VIEWS 9BUILDING LONG-TERM Terms of Privacy are Furthermore, there is the power of
TRUST AND ADVOCACY clear and regularly personal identity: it is critical that an
individual’s opinion is considered
To truly understand which elements are
most critical for Ipsos and its panels
and effort, they will trust Ipsos and its
panels when they (and their personal
updated. No issues important. Offering a variety of research
activities is also key as people in those
and use this to support continued trust data) are treated with the utmost respect for a long time with developed markets are likely to be
and advocacy, a drivers analysis was
conducted to determine the factors that
and consideration.
good advice. more accustomed to online surveys
and therefore may respond well to the
would have the most impact. It is also important to them that, through variety.
participation in research projects that
The analyses demonstrate that panelists they care about and understand the core “I have been working with Ipsos In developing markets, we find a
take their job contract seriously and purpose of, they can influence future panel brand for many years stronger sense that panelists value
expect it to be reciprocated. So, while decisions. without worry.” our panels having a positive impact on
panelists expect rewards for their time society through their everyday business.
Investing in a long-term relationship Receiving answers to any questions or
with panelists further supports concerns and, not unexpectedly, being
Figure 6: Key Drivers of Trust and Advocacy for Ipsos and Ipsos Panel Brands brand advocacy. rewarded in a timely fashion is also key.
Interesting nuances appear when In certain developing markets where
Warmth Competence Motivation reviewing the key drivers in developed there is a tendency for individuals to
and developing markets. In developed define themselves against others, the
Treats you well for loyalty Takes all necessary Being interested markets, panelists want to be treated like key drivers for panelists include:
precautions to protect your in a research topic an important consultant, to know how
privacy they influence decisions and to receive • Feeling like you are part of something
rewards that are worth their effort. bigger.
Continually delivers Takes all necessary Being able to influence the
on its promises precautions to protect your future of products
personal information and services with We also find that trust and advocacy in • Knowing how your answers compare
one’s opinion developed markets is supported by Ipsos to others’ answers.
being a brand with which panelists are
Treats you with respect Provides accurate Being rewarded for proud to be associated, supported in • Understanding that the purpose of
descriptions about participating in activities many markets by our polling presence. the research will have a positive
potential online research one enjoys
impact on others’ lives.
activities
“I trust Ipsos because we often
Treats you equitably Makes it easy for you Understanding the core hear about them in the media.” “The polls I answer are
to provide your opinion purpose of the study sometimes cited when it comes
to the opinion of the public and I
Operates without bias Uses the information you Being interested appreciate being part of it.”
provide for its intended in a research topic
purpose
Surveys are picked up by the media to have data I have complete confidence in Ipsos because
on a topical issue. I am proud to participate and it is often cited in the media. I think it is a
give my opinion. reference for polls in my country.
10 IPSOS VIEWS | TRUST IN RESEARCH TRUST IN RESEARCH | IPSOS VIEWS 11A TRUSTED PUBLIC IMAGE
social media data skews heavily towards I am a panelist at this polling
As discussed in Opinion Polls: a tour than this. Individuals have an opportunity news posts, including those from national institute. I have always had my
of the territory10, polling puts a face to see how their opinions input into and regional news, TV and radio, news rewards and I have never had any
to the market research industry and broader decision-making, both for agencies, and so on. The top words used security problems.
provides a brand name for people to governments and companies alike. and the semantics surrounding them (the
recognise through media releases. what and how of a social conversation) [Panel name] is affiliated with
In various markets around the world, A review of social media data illustrates appear to exclusively relate to polls that Ipsos, which is a very serious
Ipsos is a household name because of the benefits for a research organisation Ipsos has released. institution.
its investments in polling practice and having a recognised position among the
continued advancements in this area. public as a polling company. To take the With a face and a name to Ipsos,
Although polls are most typically linked case of Ipsos, even though polling is a consumers and citizens can establish
with elections, Ipsos’ practice is wider small part of our overall business, the a sense of trust in its data collection
capabilities, whether online or offline.
Figure 8: Ipsos polling features in media outlets worldwide
Figure 7: Key words used in reference to Ipsos and Ipsos panels on social media
Sunday overwhelming respondents gift cards data CNW
president independents
President Donald Trump third other
americans Friday Republicans time
Canadians
republicans
question
week pandemic COVID-19 able cash
Democrats
people ABC News poll
least virus
family same
months
Americans Trump new abc news weeks year
number
new poll country more years March
more likely
democrats coronavirus pandemic coronavirus
better states
Source: Ipsos Social Intelligence Analytics
12 IPSOS VIEWS | TRUST IN RESEARCH TRUST IN RESEARCH | IPSOS VIEWS 13THE BUILDING BLOCKS OF TRUST REFERENCES
Trust is critical to any business sector, 1. A public presence (gained through 1. https://www.merriam-webster.com/dictionary/trust
just as it is essential for society to participation in global and local
function. It has a special significance polling, for example) provides a sense 2. Covey, Steven. M.R, The Speed of Trust: The One thing that Changes Everything,
within market research that centres of familiarity and a base level of trust 2018, Free Press, Imprint of Simon & Schuster, Inc. 1230 Avenue of the Americas, NY,
around respondents. The individuals for potential participants. NY, 10020 (p.5)
that offer up their personal opinions and
data for market research purposes need 2. A continued commitment to 3. The Handbook of Behavioral Operations: Trust and Trustworthiness
to trust that it will be protected and used participant data security, across all https://www.researchgate.net/publication/328405908_Trust_and_Trustworthiness
appropriately. modes of data collection.
4. The Handbook of Behavioral Operations: Trust and Trustworthiness
Each organisation needs to find its own 3. Reinforcing the sense that each https://www.researchgate.net/publication/328405908_Trust_and_Trustworthiness
way of establishing a trusted relationship panelist’s opinion is important and
with respondents. But reflecting on our they are an integral part of the market 5. https://www.researchgate.net/publication/11321314_A_model_of_often_mixed_
experience at Ipsos, we would highlight research industry, and through their stereotype_content_Competence_and_warmth_respectively_follow_from_perceived_
the following four factors as being involvement they are participating in status_and_competition/link/0deec52092e6075bdd000000/download
particularly important when it comes to something bigger.
trust, advocacy and motivation: 6. Corporate Reputation: The key questions answered
4. As the market research industry https://www.ipsos.com/en/corporate-reputation-key-questions-answered
continues to evolve, offering panelists
the opportunity to participate in a 7. The Handbook of Behavioral Operations: Trust and Trustworthiness
variety of research activities that can https://www.researchgate.net/publication/328405908_Trust_and_Trustworthiness
build and sustain their interest.
8. A model of (often mixed) stereotype content: Competence and
We believe that securing respondent trust warmth respectively follow from perceived status and competition
is a cornerstone of delivering reliable https://www.researchgate.net/publication/11321314_A_model_of_often_mixed_
and trustworthy research insights. By stereotype_content_Competence_and_warmth_respectively_follow_from_perceived_
staying close to participants’ motivations, status_and_competition/link/0deec52092e6075bdd000000/download
preferences, and real-life contexts, we are
able to adapt our approaches and meet 9. http://nrs.harvard.edu/urn-3:HUL.InstRepos:5339439
evolving expectations.
10. Opinion Polls: A Tour of the Territory
The quality of market research data https://www.ipsos.com/en/opinion-polls-tour-territory
is inextricably linked to the strength of
engagement with individual participants,
and so investing in activities that foster
trust and advocacy must be a priority.
14 IPSOS VIEWS | TRUST IN RESEARCHTRUST IN RESEARCH Leah McTiernan Senior Vice President, Total Operations, Ipsos Contributing authors: Hazel Freeman Brand Health Tracking, Ipsos Jason Fuller Interactive Services, Ipsos James Karr Interactive Services, Ipsos Sandro Kaulartz Social Intelligence Analytics, Ipsos Trent Ross Corporate Reputation, Ipsos The Ipsos Views papers are produced by the Ipsos Knowledge Centre. www.ipsos.com @Ipsos
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