UX and ethical research

In UX research there’s always a power dynamic at play between the researcher and the participant. Researchers usually hold more power as we have more context, more information, and more control over how the process unfolds. That imbalance makes it not only good practice, but essential for approaching research ethically and with care for the people involved. 

At Studio Republic, we work exclusively with charity and non-profit clients, which means we’re often designing with, and for, vulnerable groups. For us and for the organisations we partner with, ethical research isn’t optional, it’s fundamental.

Why is ethical UX research important?

Being ethical UX researchers has never been more important. Increasing technological power, rising social tension and shifting user expectations is causing an increasing number of users to become more exploitable (*) and more suspicious of technology and data collection (†). As our ability to gather data becomes ever more accurate, pervasive, and potentially intrusive, we have greater responsibility to use our tools and skills with care and consideration. 

Ensuring user research is ethical can feel overwhelming, so here’s a guide to some key principles.

(*) Privado’s 2024 State of Website Privacy Report indicates, for example, that 75% of the most visited websites in the US and Europe are not privacy compliant.
(†) An Ipsos Mori survey shared exclusively with The Guardian revealed that ⅔ people in Great Britain are nervous about AI being deployed in products and services. Less than half trust the UK government to use AI responsibly.

Principles of ethical UX research

1. Accessibility and inclusivity

Accessibility and inclusivity are principles in UX design that help ensure products or services serve as many people as possible. To design for real-world diversity, we need to reflect it in our research. That means including participants with a range of access needs from the start.

In the UK, around 1 in 5 people identify as having a disability. As a general rule, it’s good practice to aim for similar representation in your participant group. This is especially true when using more involved methods like interviews, usability tests or focus groups, where deeper engagement and interaction may expose accessibility barriers.

Inclusivity also means considering a mix of ages, genders, and socio-economic backgrounds during recruitment. Whether you’re using research platforms or direct outreach, this criteria should guide your process from the beginning.

Accessibility can also be enhanced by making participation as flexible as possible. This could be by offering alternatives like phone or video calls, and ensuring assistive technology can be used during sessions. If conducting research in person, check that venues are fully accessible too.

Pro tip: 

• Include diverse demographics.
• Aim for about 20% participants identifying as having a disability.
• Ask about access needs and preferences.

2. Transparency

A key part of the power imbalance in UX research comes from the difference in knowledge about the project and its purpose. It’s essential that participants know they’re part of research. Never observe or quote anyone without their clear awareness and consent. 

From recruitment onwards, be transparent and tell participants which agency or company is commissioning the research, what the session will involve, who will be present, and what insights you’re seeking. This information should appear both in the recruitment call and in written consent forms sent ahead of the session.

If you plan to record participants (e.g. during interviews), always get their explicit written consent beforehand and reassure them that there are no right or wrong answers.

Pro tip: 

When drafting your recruitment call-out, include:

• The agency or company commissioning the research.
• The research format (interviews, usability tests, surveys), and whether sessions are moderated or unmoderated, online or in-person.
• Who will conduct the research and who else might attend (e.g. project managers, note-takers).
• The product or service the research supports.
• The reason for the research now (new development, feature update, etc).
• Consent forms sent in advance so participants can review and ask questions.
• Explicit consent for recording research sessions.

3. Neutrality

It’s essential that researchers avoid influencing participants’ answers or behaviour, whether intentionally or unconsciously. Leading questions, focusing unevenly on certain product aspects, or nonverbal cues like body language can all skew results. 

As researchers, we often develop opinions about a product before testing begins, but if we only seek validation for our assumptions, we risk missing genuine insights that reflect users’ true experiences. This can lead to flawed findings and weaken future product iterations.

Pro tip: 

• Have a colleague review your questions or tasks to spot bias.
• Avoid leading questions. Instead, ask open-ended ones.
• Align questions and tasks with your research plan and approved hypotheses
• Ensure neutrality by covering all research goals, not just areas you expect or want to confirm.
• Be mindful of your body language, facial expressions, and tone during sessions to avoid unintentional influence.
• Use pilot tests to catch potential bias before running the full study.
• Actively encourage honest feedback.

4. Privacy

Protecting participants’ privacy is fundamental for both ethical and legal reasons. Under UK GDPR laws, researchers must collect only necessary data, obtain clear consent, explain how data will be used, and allow participants to access or delete their information at any time. Non-compliance can lead to serious legal, financial, and reputational consequences for agencies.

Beyond compliance, respecting privacy helps participants feel safe sharing honest feedback, especially when they know or are recruited by stakeholders. As researchers, if we revealed participants’ identities alongside their opinions, we could risk causing harm or conflict, which goes against the core principle of doing no harm.

Pro tip:

• Comply with UK GDPR laws and only collect the personal data you need, get informed consent, and document how it’s processed and stored.
  
• Anonymise participant data by removing names and identifying details from quotes, transcripts, and recordings.
  
• Minimise data collection by only gathering what’s essential for your research and avoiding keeping raw data unless absolutely necessary.
  
• Be transparent: clearly explain what data you’re collecting, why you’re collecting it, and how it will be used and stored.
  
• Secure data properly by using encrypted storage (e.g. secure cloud platforms), and restrict access to only relevant team members.
  
• Respect data rights: inform participants of their rights to access, correct, or request deletion of their personal data at any time.

5. Listen, listen, listen

According to the Market Research Society Code of Conduct, researchers must treat participants with care and respect. They must take extra steps to avoid harm, especially when working with people who may be vulnerable due to disability, age, mental health, or other circumstances. If you’re doing UX research for charities or non-profits, this often means working with people from marginalised or underrepresented groups.

In practice, listening ethically means more than just picking up insights. It’s about making sure participants feel safe, comfortable, and able to engage on their own terms. If someone asks to stop, seems unsure, or needs a break, listen to them and respond with care. Research scripts are useful, but they should never come before people’s wellbeing. So, be ready to adapt your approach. Whether that’s skipping a question, changing the topic, or shortening the session. Stay alert to subtle cues and take the initiative to check-in.

Pro tips:

• Clearly inform participants of the session structure and duration, and remind them they can stop at any time.
  
• Use plain language when explaining what will happen and what’s expected.
  
• Be especially cautious with potentially sensitive topics and monitor participants’ reactions and offer breaks if needed.
  
• Don’t pressure participants to continue, and never penalise them for opting out of questions or sessions.

6. Using AI responsibly

If you’re using AI in your UX research, be transparent and specific with participants. Let them know exactly how you’ll use it, for example, transcribing interviews, summarising themes or analysing survey responses. Always ask for their consent before using AI to handle data collected through their participation.

It’s important not to over-rely on AI. Models like ChatGPT are great tools for speeding up analysis or admin tasks, but they shouldn’t replace your own thinking or judgement. Before using it to write interview scripts or generate tasks, it’s good to reflect on whether it is the best use of the tool or if it risks losing the human connection. Especially in live sessions, you need to understand the reasoning behind your questions and be able to adapt them in the moment, which is something that’s far easier if you’ve crafted them yourself.

Pro tips:

• Clearly state in your consent forms how AI will be used, in line with UK GDPR transparency rules.
  
• Confirm that any use of AI complies with the MRS Code of Conduct, including participant understanding and well-being.
  
• Use AI for efficiency but not for replacing research design or decision-making.
  
• Review and personalise AI-generated outputs to match your tone, goals, and ethical responsibilities.
  
• Always give participants the option to opt out of having their data processed using AI tools.

What does unethical UX research look like?

Now we know what ethical research looks like, let’s take a look at what makes UX research unethical.

Unethical UX research isn’t just a problem for big organisations. Smaller agencies and companies can slip into it too, whether intentionally or by accident. It often happens when participants aren’t fully informed that they’re part of research. They might think it’s just a casual conversation, unaware their opinions could be quoted or analysed. It can also mean observing users without their knowledge, ignoring requests for anonymity, or using their real names alongside sensitive feedback that could harm them, like criticism about their workplace. Other red flags include recording without consent or sharing data with third-parties without disclosure.

In short, unethical UX research lacks transparency, consent, and respect for participants. It reinforces the existing power imbalance between researcher and participant instead of addressing it, treating people as means to an end rather than partners in the process.

Conclusion

Ethical research isn’t just the right thing to do: it’s the smartest way to work. When ethics guide every step – from recruiting participants and designing questions to running sessions and handling data – you create an environment where participants feel truly valued and heard.

Remember, people are giving their time and stories (often for free) to help shape products and services. Treating them with care and respect builds trust, and that trust leads to richer, more honest insights. Doing research ethically doesn’t just improve your work, it also strengthens your team’s reputation for doing things properly.

If you’re interested in finding out more about UX research services and how it can help your charity amplify its purpose, read more here.