As researchers, we often explore deeply personal and sensitive topics—not just for participants but for ourselves too.
Recently, I attended AQR’s How to Research Sensitive Topics Masterclass, which offered valuable insights on approaching these discussions with care while fostering openness, trust, and deeper understanding.
The session itself was truly inspiring, not just learning how to approach these topics but also around the importance of being human, avoiding assumptions and importantly looking after ourselves, seeking expert support before, during, and after the research process.
What really struck me is how everyone’s definition of a sensitive topic can vary, what is sensitive to one person may not be to another. Whilst often there are what we may consider more overtly sensitive topics (health, poverty, end of life care), everyday topics such as finances, and even unexpected topics such as luxury goods, chocolate, can lead to more sensitive discussions. We need to always be prepared and remember what we are here for – understanding that everyone’s perspectives and experiences are different.
What lies at the heart of this is ensuring that all participants feel safe to share their true voice, whilst also making sure we have the skills in place to listen and not judge. That means not just choosing the right methodology, but building in time for rapport, and allowing flexibility for organic conversations—even if it takes us off the guide. We are often under pressure to cram as much as possible into a session, however, the importance of rapport building and flexibility is even more needed with more sensitive topics. It’s crucial to slow down, create pauses, and build trust. Simple gestures, like moving to a different space or having an informal chat over making a cup of tea, can provide a reset and encourage openness.
Then there is the minefield of video, working hard to encourage participants to be open whilst also needing to capture thoughts on camera, if not the whole session. Whilst informed consent is crucial, the AQR session also introduced the idea of giving participants an anonymized name, importantly one of their choice. This small act can help them feel more in control and comfortable, especially when being recorded – metaphorically ‘wearing a mask’. Allowing them to feel in control, and that they can open up more, and often be more comfortable being recorded if given and referred to throughout using their chosen anonymous name.
And finally, it is also important to remember that everything we say or do leaves an impression. When dealing with more sensitive topics, we need to be aware of what this can mean. The key is to be aware of what you see and what you feel, not just what is being said and ensuring you as the moderator feel comfortable to stop at any point without penalty, if it is the right thing to do. In addition to have a protocol in place if subjects are raised that need to be addressed formally and informally after the research.
Ultimately, it’s about balancing care for participants with care for ourselves, so we can navigate these conversations thoughtfully and responsibly.
-Gemma Baldwin
Insight Director
