Sponsor Impact report Applying anonymity Technology can play a pivotal role in breaking down barriers that often make it difficult to connect with niche audiences are more comfortable engaging in research activities. One notable example from our own groups. Franois Leprtre, chief practice involved using a specialised says digital platforms and social executives, says Leprtre. This app executive at Smart Connect Research, media networks allow for a broader, yet more targeted, reach than traditional methods, tapping into communities and groups that were previously inaccessible. Advanced search algorithms maintaining utmost confidentiality. Smart Connect took a blended approach of in-depth interviews and provided real-time updates, and documents. Secure video allowed for anonymous, but traceable, data collection. The technology eased apprehensions about data security while ensuring a high response rate. For a healthcare consultancy client, Smart Connect conducted research while secure and user-friendly intricacy and sensitivity of the topic, it interfaces ensure that these would yield actionable insights while app to engage with high-level and data analytics tools aid in identifying potential participants, level of sophistication and rigour that among health policymakers. Given the was essential to approach it with a AI-based sentiment analysis on policy conferencing tools were used for virtual face-to-face interactions, and blockchain technology assured participants that their inputs were anonymous and secure. This approach yielded actionable insights that Leprtre says were instrumental in shaping the clients advisory strategies. of disability, participants were given freedom to choose persons contribution from the group, can help reduce the mode of expression (video, voice memo, photos). groupthink. It is also imperative to be careful with A checklist was created, with 15 ways to overcome language. For example, someone who has suffered a physical, sensory and cognitive barriers, and 26 sexual assault might not want to be sent a consent form all-inclusive solutions were mapped to pain-points. The because of the connotation the word consent has with work shifted how LG thinks about inclusive design, from sexual assault. In previous work, this was changed to a tick-box accessibility requirement to a way to create permission form. better product experiences for all. Darren Horne, senior user researcher at Made Tech, Going the extra mile which works with public sector clients on modernising While technology is increasingly to the fore, good technology and accelerating digital delivery, has old-fashioned legwork still has its place, and can yield conducted user research with people who have great results. When looking to recruit owners of experienced crime, from severe to lesser high-end luxury cars, for example, offences. When discussing user groups market research fieldwork specialist who have been impacted by crime, a Indiefield will sometimes do car park project team with which I have worked A diverse sample leads walks, leaving little notes on the made assumptions that the victim of the windscreens of Bentleys or whichever to diverse data... and crime would be harder to speak to. I informs and inspires more marques or vehicles are in line with the believe their own biases and wider social brief. One hours car park trudging diverse possibilities stereotypes led them to think that this might generate three or four responses. group may not want to talk about an Its a low response rate, but it doesnt emotionally distressing time. However, the matter, says Indiefield managing team hadnt considered that it would also be challenging director Tara Lyons. Once youve got one, you have to get representation from those accused of a crime, a chat with them and theyll know someone else because the stigma attached to being accused meant who fits the bill. Theyll belong to a club, or theyll put people would not want to come forward and research you in touch with an Instagram page. It just with us. mushrooms from there, and thats how you end up Horne found that the best way to overcome this issue recruiting them all. is by encouraging open-minded thinking in kick-off The DVLA also publishes a list of vehicle-owners sessions. Removing all biases is impossible, but certain clubs and Indiefield has used this as a starting point for tools can help with these issues. For example, visual automotive research. Youll get some Maserati fan work platform Murals private mode, which hides each who just happens to be a multimillionaire with a fleet 24 Impact ISSUE 44 2023_pp20-27_Report.indd 24 07/12/2023 14:52