Research Ethics

01Respect for participants

Participants should understand that they are taking part in research and, where appropriate, what the research involves. We avoid misleading participants and communicate research requirements clearly, including the approximate length of the survey or interview.

02Voluntary participation and informed consent

Participation is voluntary. Participants receive appropriate information before taking part, can skip questions they do not wish to answer and can stop at any time. Consent is obtained in a way that suits the method, whether online, by telephone or in person, and additional consent is sought for audio or video recording, follow-up contact or sharing identifiable information.

Research participation is never obtained through deceptive or coercive practices.

03Research is not selling

We keep research clearly separate from marketing and sales. We do not use research as a disguise to sell products or services, and we do not use participants’ information for direct marketing of client products.

04Participant privacy

We take appropriate measures to protect information collected during research. Results shared with clients or used for reporting are presented in line with the agreed methodology and privacy requirements, normally in aggregated or anonymised form. See our Privacy Policy and Data Protection policy.

05Avoiding harm

Research is designed with reasonable consideration for participant wellbeing, privacy, dignity and expectations. Projects involving potentially sensitive subjects, such as health, finances, politics or personal circumstances, may require additional safeguards depending on the audience, geography, methodology and nature of the research, for example adapted wording, trained interviewers or information about support services.

06Vulnerable groups and young people

Research with children requires permission from a parent or responsible adult, and research with other potentially vulnerable people is designed with extra care for consent, comprehension and wellbeing.

07Healthcare research

Healthcare research follows additional requirements. Healthcare professionals are verified before taking part, honoraria are fair and proportionate, and adverse events reported during research are handled according to the client’s pharmacovigilance requirements and applicable rules.

08Fair incentives

Incentives recognise participants’ time. They are proportionate, clearly explained and paid reliably, and they are not designed to pressure people into taking part.

09Neutrality in opinion research

In public opinion, political and social research we use neutral, balanced questionnaires and documented methods. We do not design push polls, take political positions or present research findings in a way intended to persuade.

10Research integrity

Findings should represent the collected evidence accurately. We do not manipulate data, present results misleadingly or draw unsupported conclusions. Where limitations exist, such as sample size, coverage or method, they are recognised when findings are reported.

11Raising a concern

If you have a concern about how research was conducted, contact info@frequentresearch.com. Every concern is reviewed and answered.