Treat asking as part of the experience
Design surveys and interviews as encounters that demonstrate care for participants, not simply as ways to collect information. Employees, customers and subject matter experts experience an organisation through the questions they are asked and the treatment they receive. Thoughtful, informed questions can convey that their experiences matter while helping the team learn what it needs to know.
Keep research separate from market-facing brand activities. A survey or interview can reflect an organisation's consideration for people without being constrained by promotional messaging or brand guidelines. The aim is to listen and learn, rather than steer participants towards a preferred account of the organisation.
The 2025 international research code from the International Chamber of Commerce and Esomar requires fair, respectful interactions that avoid harm across professional research globally. It also requires researchers to explain how personal data will be collected and used, and to protect it against unauthorised access or use.