1 What is consent?

Consent is the voluntary and informed agreement of a person to participate in your research. It means that they understand the purpose, methods, risks, benefits, and alternatives of your research, and that they have the right to withdraw at any time without any negative consequences. Consent is not only an ethical obligation, but also a legal requirement in many countries and contexts.

2 Why is consent important?

Consent is important for several reasons. First, it respects the dignity, autonomy, and privacy of your research participants. It ensures that they are not coerced, deceived, or manipulated into taking part in your research. Second, it protects you and your organization from legal and reputational risks. It helps you avoid complaints, lawsuits, or sanctions for violating the rights and interests of your research participants. Third, it enhances the quality and credibility of your research. It shows that you are transparent, accountable, and responsible for your research methods and outcomes.

3 How can you get consent?

When conducting research, it is essential to obtain consent from participants in order to ensure that they understand the purpose and nature of the research, as well as their rights and responsibilities. To do so, you should first identify and recruit your research participants. You should then provide them with an information sheet or a consent form that outlines the objectives, procedures, duration, risks, benefits, confidentiality, data protection, contact details, and complaints procedures. Additionally, you should obtain verbal or written consent from your participants and record it. Lastly, you should review and renew their consent if your research extends beyond the original timeframe or scope. It is important to communicate with your participants regularly and update them on any new information or developments.

4 What are some challenges and best practices?

Obtaining consent for social marketing research can be difficult, particularly when dealing with sensitive topics, vulnerable groups, or online platforms. Common challenges include language and cultural barriers, literacy and comprehension issues, and privacy and security risks. To overcome these challenges, it is important to follow the principles and standards of ethical research, involve your participants and stakeholders, and be flexible and responsive. Consent for social marketing research is not only necessary but also beneficial, as it can help you build trust with your participants and enhance the success of your campaigns.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?