Objectivity is the human condition's main mechanism for deciphering the truth and our industry's golden rule. However, is the traditional paradigm of objectivity obstructing our ability to uncover real insight? This paper will show how cultural shifts suggest we should be giving more of ourselves away and closing the 'researcher'/ 'respondent' gap. It will explore how 'The Psychology of Belonging' can change the way we approach research to ensure higher levels of access and engagement. By showcasing a study conducted for Land Rover, this paper introduces the idea of creating club that both respondents and stakeholders become members of which elevates participation into something so much more powerful that 'Market Research'.