FROM THE CLIENT
THE RESEARCH BRIEF
The aim was to carry out research for a UK charity to better understand the conversations that people have, or would like to have, when they are concerned about their own, or someone else’s alcohol consumption.
THE METHODOLOGY
Participants were –
- Aged over 18
- A UK resident
STAGE 1 – 20 participants.
Four online focus groups with 5 participants in each group
STAGE 2 – 10 participants.
10 in-depth interviews either online or by telephone
‘BEAM’s hard work on recruiting such a vulnerable audience was much appreciated. This was a challenging project for everyone involved. Participants being treated with empathy and kindness as early as the recruiting phase importantly set the project off in the right tone.’
DELIVERED BY BEAM
THE CHALLENGES
Dealing with potentially vulnerable participants comes with many considerations and specifically adapted approaches that will ensure consideration, empathy and compassion at all stages of a research project.
- Reaching, engaging with, and establishing trust with respondents who potentially have complex needs due to addiction and/or other vulnerabilities that they may be experiencing themselves, or be witnessing in a loved one.
- A traditional screener may not be enough to effectively get to know the participant and their experiences in this circumstance.
- Ensuring that participants who are willing to take part in the research, can do so in a way that makes them feel comfortable, informed and in control, so they are able to share their view and experiences without fear.
BEAM DELIVERED
- BEAM made recommendations on the project based on years of experience recruiting and managing research around sensitive subjects, including people with varying types and degrees of vulnerability, to ensure deliverability. Maintaining anonymity were appropriate was front and centre in recruitment practices.
- Recruitment, respondent communication, GDPR and consent handling was handled exclusively by BEAM to ensure quality and integrity.
- Recruitment was consistently delivered by one project team, and where possible, contact was kept with a single team member, to maintain human connection and build trust.
- Recruitment was conducted at an appropriate pace to ensure the time to develop a deeper knowledge and understanding of the participant’s experiences, working beyond the screener to establish meaningful connection.
- Knowledge of provisions available to participants at every stage, location and time throughout the duration of the research
- Understanding, assessing and documenting risk to cover insurance requirements
- While the charity that commissioned the research had an intimate understanding of the needs of those experiencing addiction, and their effected loved ones, we felt it was important to collaborate and understand their delivery requirements at each stage of the project. This ensured BEAM were able to present flexible solutions to maintain participants confidence and comfort to ensure deep and meaningful insights. These included:
- Camera to be turned off during an online depth
- Flexibility to conduct a depth in a non-standard location for privacy
- Chaperone present if requested by participant
THE CONCLUSION
The project was completed with 30 participants being comfortable enough to share their thoughts and feelings on a complex subject, resulting in meaningful insights for the charity that commissioned the project. With trust established as part of the recruitment process, and an emphasis on privacy where needed and transparency about how the research would be carried out, the project ran smoothly.
With the appropriate groundwork, and an approach rooted in empathy and understanding, research centered around vulnerable participants can not only be a positive experience for all involved, but a rewarding challenge.
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