The act of asking expresses the brand
Design surveys and interviews as encounters that represent the organisation, while keeping the questions free to gather honest insights. Employees, subject matter experts and customers experience the brand through the way they are asked about their thoughts and experiences, not only through marketing communications. A thoughtful, informed and positive encounter can help gather useful information while conveying that the organisation cares about participants' views.
Research should not have to behave like market-facing brand activity or follow guidelines that restrict candid inquiry. Separate the purpose of the questions from the quality of the interaction: seek honest answers, and treat the people answering with consideration. The 2025 international research code from the International Chamber of Commerce and Esomar requires fair, respectful interactions that avoid harm across professional research globally. Respectful treatment supports the brand promise without making the research promotional.