Top 5 tips to bring ethical practices into your research projects
The problems creative agencies need to solve aren’t always easy
Research is the heart of the user-centred design process, providing an essential foundation for strategy and design decisions. Discovery research, particularly interviews, helps us to build a deep understanding of the design problem, leading to better solutions for end-users.
To increase our understanding and build empathy we must go beyond digital interactions and explore the wider user experience. We are likely to uncover negative experiences, touch on personal issues and engage with individuals who feel excluded due to their age, disability, ethnic, economic or social background. As researchers we must take steps to ensure all individuals feel comfortable, and suitably supported, to share these experiences.
We don’t always get it right first time. The following are learnings from my experience as a researcher investigating military families, applying for disability benefits and financial support, as well as misdiagnosis and the impact of chronic pain.
1.) Understand the context
Before you start planning research, increase your knowledge about the subject. Your research should focus on learning something new or shedding light on assumptions. These assumptions came from somewhere so it’s important to explore them. Speak to organizations and third parties that already engage with the target users to understand their perspective. This will highlight known common frustrations and challenges. It will provide you with second-hand experiences preparing you for your first-hand conversations. This will help you to formulate sensitive questions and anticipate difficult discussion points.
2.) Make it accessible
Just like our digital products, research should be accessible. Since the coronavirus pandemic, more research has been conducted remotely, through phone or video conferencing, helping to wider participation. Conducting research where the participant feels the most comfortable will set them at ease and reduce biases introduced from visiting an unfamiliar office or space. Make sure resources such as consent forms, documentation and tasks are clearly explained and in formats that are accessible for all participants.
For example, if you are using collaborative online tools then make sure they are accessible for both keyboard and mouse users. People with assistive technologies often get left out of early prototype testing as many of the tools require click navigation from a mouse.
3.) Explain your role as well as theirs
At the start of any research session, you should state your purpose and how insights will be used. You should clarify that you are not able to action any complaints or grievances, and that any information they provide does not affect their rights or existing relationship with the organization.
Remember, this may be your participant’s first opportunity to talk about their experience. They may have a lot to say and a lot of feelings, which may not be fully processed. Make it clear that you are not a trained counsellor and cannot give advice.
4.) Read body language
Don’t just rely on what the person is telling you verbally, read their body language. Participants often want to please us, but if you see someone is starting to feel uncomfortable or the subject matter is difficult, acknowledge this. Confirm the participant is happy to continue and make sure they feel supported to say no.
5.) Provide aftercare
Once the session is complete, provide time for reflection. Don’t rush your participant out of the session. Give them another opportunity to ask you any questions about your role and your research.
You should prepare signposting material on issues discussed and direction to support services. Review and agree this with the client, they can advise on appropriate resources and organizations. During your exploration into the wider context, ask what materials should be included in your aftercare.
Don’t forget: wellbeing of the researcher
It is important to remember research involves two parties. The participant and the researcher. Spending all day listening to difficult experiences can takes its toll. Give yourself time between sessions to decompress. This should be an hour, not just 10 minutes. This will allow you to go into the next session fresh, not exhausted. Talk to the wider team about the experiences raised, this will help share the insight gained and allow you to process what you have heard.
Introducing ethical practices is all about preparation. At true we take the time to really understand the organizations we work with, and their users, immersing ourselves in existing knowledge. This ensures we add value to each client and provide a safe space for our participants, who are spending their valuable time helping us.