Whilst not all topics may be classed as sensitive, there are always social pressures to answer in a particular way, whether talking about money, washing powder or beer. We all want to be seen in a positive light. Much has been written about how participants respond to the researcher; there can be the desire to please, to give the ‘right’ answer. So it may seem obvious to say that the context and manner in which questions are asked is crucial. Yet it can be easily forgotten, especially when it comes to interpreting data. 

Discussions around healthy lifestyles are a great example. If we were to start a dialogue with a focus on ‘healthy eating’ or ‘exercise’, it immediately frames the lens that our respondents will anticipate. So it should come as no surprise when, in trying to be helpful and cooperative with the process, they play back how important nutrition or exercise are to them in the discussion that follows.  

If, on the other hand, this same discussion began instead with a more open framework, asking “what’s important in your day-to-day life?”, healthy eating or exercise may well feature, but they will arise within a richer context and almost certainly further down the list than other priorities in the lives of participants. 

The difference in these two approaches would be invisible to participants, and yet the second would yield more accurate, honest and revealing data than the first. 

Equal to questions of framing your subject matter are those of methodology. In selecting the best approach to engage with participants, it’s easy to assume that telephone interviews are a poor substitute for face-to-face meetings. On first consideration, not being able to see people’s facial expressions or body language might imply weaker insight. And yet, in discussing many personal issues, it can be hugely beneficial when the respondent and researcher can’t see each other, talking instead through the unique intimacy of a telephone receiver. 

The anonymity of conducting research over the phone or online can allow for greater freedom to express views that people may not share when face to face.  

For example, when exploring how views on crime and counterfeiting were formed, anonymity was key. A lot of racial prejudice emerged. Specific ethnicities and nationalities were named. These views, or certainly not the blasé way they were expressed, would not have been uncovered in a face-to-face scenario. It’s unlikely that those respondents would have felt comfortable openly sharing these opinions. As researchers, our facial expressions and body language would probably have stopped them from continuing. Instead, phone interviews allowed participants to talk freely, revealing many uncomfortable but powerful and necessary insights. 

Other scenarios, such as online communities, can deliver a different kind of anonymity and safe space for people to share their stories in greater detail. There’s not the same rush or concern that they’re boring others. Or that they’re oversharing. Because there’s no sense of judgement. 

Online research can uncover some of the richest and most vivid stories, yet all without us ever meeting or speaking to these people. Online respondents often share their lives, warts and all, with memorable, striking insights we would never have otherwise revealed. 

‘Emma’ who described the hospital visit for her mother’s cancer diagnosis. The consultant “sending his minion to tell us”. Her hurt and anger was raw. And her phrase spoke volumes about her perception of the power dynamics at play in hospital hierarchies. 

‘Danny’ who replayed the entire night his Grandad died. 

‘Chris’ and the moment he found out he was going to be a Dad. His joy was infectious. 

And ‘Dave’ recalling the fond memories and anecdotes of family holidays – all evoked by a beer brand.

 

Good research has to uncover the genuine ups and downs of real lives. To do this, we as researchers need the sensitivity and intuition to create appropriate frameworks for participants to meet them in the right way and invite them to lead us on a journey, where their true selves can shine. Masks are the worst enemies of rich insight. 

As three highly experienced researchers, we know how to get beyond the mask, to ask the right questions in a variety of ways - or not ask questions at all. Contradictions in respondents' responses will be explored and challenged. Silences respected. 

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