Qualitative research methods foster positive social transformation
Editor’s note: Florencia Davidzon is the founder of Inquiry in Design, a business consulting firm in New York City.
As researchers, we are crucial in shifting toward a more inclusive, fair and sustainable business ecosystem. Traditionally, our work has focused on adhering to ethical standards to respect participants' privacy and autonomy. While these foundations are essential, they represent only the beginning of our responsibilities. We must move beyond compliance and foster meaningful, reciprocal relationships with participants.
Why marketing researchers should engage participants as co-creators
Traditional research often follows an extractive, transactional model: data is collected, participants are compensated and the project ends. This approach views participants as mere data sources. However, our role can be much more. As Mackey and Sisodia (2013) argue in “Conscious Capitalism,” businesses – and the research that supports them – should create shared value for all stakeholders, including participants. We can build regenerative relationships that provide long-term personal and professional value by offering participants tangible benefits, such as knowledge and resources.
Drawing on “Design for After Capitalism” (Wizinsky, 2022), we recognize that researchers should shift from an extractive mind-set to a regenerative one. Participants can be given practical tools and insights that they can apply in their everyday lives. For example, in a health study, participants could receive wellness strategies. Small but meaningful actions can help transform research into a mutually beneficial process.
We contribute to a shift toward a more equitable and sustainable ecosystem. By engaging participants as co-creators and ensuring that they leave with benefits from their participation, we foster a more just and regenerative future.
Jesús Ibáñez: A pioneer of qualitative methodology
Jesús Ibáñez Alonso (1928-1992) was a Spanish sociologist and a key figure in developing qualitative sociological methodology. Known for his innovative approaches, Ibáñez emphasized the importance of creating spaces for dialogue and co-creation between researchers and participants. His work, particularly in his books “Más allá de la sociología” (Beyond Sociology) (Ibáñez, 1994) and “El regreso del sujeto” (The Return of the Subject) (Ibáñez, 1997), pushed for research that empowers participants as co-creators of knowledge. He argued that qualitative research is a means of gathering information and a tool for social intervention and empowerment.
As researchers, we can draw from Ibáñez's philosophy to make our research more participatory and empowering for individuals, especially for companies embracing inclusivity, fairness and sustainability as core values.
Empowering participants through research experiences
One of the most impactful ways to shift research practices is by transforming the process into an empowering experience for participants. When conducting focus groups or interviews, we should create a collaborative space where participants feel that their contributions have real value and leave with tangible benefits. This can be a learning opportunity for them, not just a data-gathering exercise.
Presenting research as a collaboration can significantly impact how participants engage with the study. Their insights will inform business decisions and contribute to societal well-being. This more profound sense of purpose fosters stronger connections between participants and the research outcomes, making them feel like active collaborators rather than subjects.
For example, participants in a financial behavior study could receive practical strategies for managing personal finances. They might receive tips or resources to improve their wellness in health-related research. These meaningful actions transform research into a fair exchange.
Offering practical resources to research participants
While compensation is essential, offering participants practical tools and resources adds significant value to the research experience. This fosters a sense of reciprocity, ensuring that participants leave with more than they brought into the study.
Qualitative research offers a unique space where participants feel listened to and valued, creating a safe environment that can even feel therapeutic. Cennydd Bowles, in “Future Ethics,” advocates for designing systems that promote user well-being and empowerment, aligning with the therapeutic aspects of research. By providing participants with personal and professional growth tools, we empower them to act beyond the research's scope. This goes beyond traditional ethical obligations and creates a regenerative cycle where the organization and the participants gain meaningful value.
Concluding encounters with meaning
How we conclude a research session is as important as how we begin. Instead of simply thanking participants for their time, we should provide them with something meaningful – whether that is feedback on how their input will influence outcomes or tools they can apply in their lives. By focusing on what participants gain from their involvement, we shift research from a transactional process to a mutually beneficial exchange. This exchange fosters empowerment, wellness and reciprocity, helping to build long-lasting relationships.
A human-centered ethical framework for research
Building on the work of Ibáñez and Bowles, we can see the need for a more human-centered ethical framework in research. This framework goes beyond minimal obligations like respecting autonomy and privacy. It emphasizes creating meaningful and empowering interactions that ensure participants feel respected and gain value from their participation. As Bowles suggests, ethical design should always aim to empower users and provide benefits that extend beyond the research itself.
Each stage of the research process should reflect this commitment to human-centered practices. From the initial outreach to the final goodbye, our role is to ensure that participants are empowered, respected and given something of value. By doing so, we contribute to an ethical and regenerative research model, creating lasting value for both organizations and participants.
Research as a tool for social transformation
As researchers, we have the opportunity and responsibility to collaborate in creating positive change within today's business ecosystem. Moving beyond extractive practices and adopting a regenerative approach can foster more profound, meaningful relationships with participants. Drawing inspiration from “Conscious Capitalism” (Mackey & Sisodia, 2013), “Design for After Capitalism” (Wizinsky, 2022) and Jesús Ibáñez's dialogical methodology, research can become a powerful tool for social transformation. It is time to elevate our ethical standards and ensure that every interaction respects participants' rights, empowers them, fosters wellness and contributes to a more inclusive, fair and sustainable world.