Taking part in our research.

If you’ve been asked to take part in a market research study, you might be wondering what’s involved and what will happen next. On this page you’ll find a little more information with answers to the frequently asked questions about market research.

What we do and who we are.

What is market research?

Market research is a process that companies and brands use to find out more about people’s opinions. Gathering this information helps companies make decisions about the products and services they provide. They often use specialist market research companies (like us) to conduct market research on their behalf.

Why has Sentiment Research invited me to take part in market research?

If you’ve been invited to take part in one of our market research studies, it’s because we’re working for an organisation that wants to understand its customers, or potential customers better.

We’ve recognised that you would be a good person to talk to in order to learn more about your opinions about a particular industry, brand, product, or service.

Who is Sentiment Research?

Sentiment Research is a professional market research company. Well regarded in the industry, we always take an honest and ethical approach when interviewing participants and gathering information.

The company is led by market researcher Damien Flannagan. Over the past 20 years, Damien’s work has taken him from North America to Europe, working with leading brands including Ford, The Walt Disney Company, Legal & General and Lloyds Banking Group.

Are you part of a professional body?

Yes, Sentiment Research is an MRS (The Market Research Society) company partner and our managing director Damien Flannagan is a certified member of the MRS.

The Market Research Society is the UK professional body for research, insight and analytics. As the regulator, the MRS promotes high professional standards throughout the sector via the MRS Code of Conduct.

You, your information and the process.

What is informed consent?

Before you agree to take part in market research, we will explain to you what is involved so that you can make an informed decision as to whether you want to take part. This process is sometimes described as ‘informed consent’.

We’ll clearly explain how the market research will be conducted and we’ll let you know how your answers and information will be used.

You can then decide whether you wish to take part, or not. If you do take part but then later decide you’d rather we stopped using the information you provided, you’ll be able to withdraw your consent.

How will you use my personal details?

To make sure we’re representing the views of a wide cross-section of people, we might ask you about your job, your income, or your age. We also ask for your name and address so that we can contact some of the people interviewed to check the interview was carried out properly. Your details are kept confidential within the organisation and they will never be shared with any 3rd party.

What happens during a market research study?

Each study is different and uses different market research techniques. But usually, the market research involves participants being asked about their thoughts in relation to a particular topic. You might be interviewed face-to-face, over the telephone, via a questionnaire or alongside other people within a focus group. Whatever method is being used; this will always be explained to you before the interview starts.

Who will interview me?

We use highly qualified interviewers who are friendly and know how to put participants at ease. Each of our interviewers is trained to high professional and ethical standards.