Abstract:

This paper looks at the relationship between the researcher and the respondent and seeks to challenge outmoded attitudes and to suggest new approaches which deliver value to all stakeholders (including clients, agencies, respondents, and customers). The paper identifies the problems that underpin current relationships, including declining response rates, growing consumer cynicism, and clients' desire for more identifiable information, and then draws on new research to highlight what respondents believe and what they want from the research experience. The paper then builds on this information to suggest approaches that are based on mutualism, i.e. delivering benefit to all parties.