thank you for participating in our research work.
Gareth Knight founded VDK Research as a qualitative research company, fully GDPR and Market Research Society compliant, which provides real insight and analysis to clients who want to understand councillors and decision-makers.
We speak to hundreds of councillors and stakeholders every year, from all political parties and from every part of the UK, and we have built up good relationships with many who enjoy talking to us, safe in the knowledge that everything said is confidential.
We understand that you may have questions you’d like answered before you participate to reassure you. Below you will find a list of frequently asked questions and the Market Research Society Code of Conduct.
Frequently asked questions
VDK Research is a Lincolnshire-based market research company specialising in qualitative research.
What is VDK Research?
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VDK Research will have contacted you because we or a client will have identified you as someone valuable to our work, for example, you may have a known interest in a particular field that we are researching through your job, voluntary activity, community work or place of work or residence.
Why are you contacting me?
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In most cases VDK Research is supplied with contact details by our client and these contact details are in the public domain. If you do not wish to be contacted using these details please let us know. We will no longer use that method to contact you and we will inform our client accordingly.
How did VDK Research get my contact details?
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We conduct research on behalf of a wide variety of clients such as non-governmental organisations, charities, public sector organisations, private sector organisations and individuals. When we conduct research for an agency on behalf of one of their clients, we may not know who the end client is. In accordance with MRS guidelines we do not disclose the names of our clients without their explicit agreement.
Who are your clients?
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Are my responses to your research confidential?
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We will anonymise all responses to our research. Your name, job title, demographics or any other identifiable feature will not be revealed to our client in any report.
We never share your identity with political parties, councils, developers or lobbyists.
What do you want me to say, what information are you trying to get out of me?
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As we specialise in qualitative research we simply want your views and perspective. There are no “trick questions” and no right or wrong answers. We fully understand that you will not always be able to give us detailed answers with facts and numbers.
We never ask about live planning applications and you can decline to answer any question if you’re not comfortable with it.
To ensure we get the best possible knowledge we may conduct research using a range of methods such as face-to-face surveys and meetings, telephone surveys and interviews, online surveys and focus groups.
What research methods do you use?
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What do you do with my information during the research project?
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Protect it. Your privacy is important to us, and we will do everything in our power to protect it. As all our researchers are members of the Market Research Society, we strictly adhere to their code of conduct which includes the Data Protection Act 1998 and GDPR (2018).
What do you do with my information after the research project?
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After we have anonymised all responses and reported back to our clients we will destroy all raw material. This includes deleting all communication between researchers and participants such as emails, voicemails, letters and so forth. Your personal data will be deleted promptly. In the event that we need to contact you with regard to a different client or project we will start the research afresh.
MRS Members shall:
1. Ensure that their professional activities can be understood in a transparent manner.
2. Be straightforward and honest in all professional and business relationships.
3. Be transparent as to the subject and purpose of data collection.
4. Ensure that their professional activities are not used to unfairly influence views and opinions of participants.
5. Respect the confidentiality of information collected in their professional activities.
6. Respect the rights and well-being of all individuals.
7. Ensure that individuals are not harmed or adversely affected by their professional activities.
8. Balance the needs of individuals, clients, and their professional activities.
9. Exercise independent professional judgement in the design, conduct and reporting of their professional activities.
10. Ensure that their professional activities are conducted by persons with appropriate training, qualifications and experience.
11. Protect the reputation and integrity of the profession.
12. Take responsibility for promoting and reinforcing the principles and rules of the MRS Code of Conduct.
The full version of the MRS code of conduct can be found here: https://www.mrs.org.uk/pdf/MRS-code-of-conduct-2023.pdf
What are the principles of the MRS Code of conduct?
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From previous participants
making a difference
Thanks to people who agree to take part in our research, VDK Research has been able to support the University of York Women’s Rugby Union Football Club for the past six years.
Our support has helped the club purchase rugby-specific training equipment and develop both experienced players and those completely new to the sport.
We believe in contributing positively to communities, and we are proud that our research work helps young women access sport, teamwork and leadership opportunities.
We are grateful to everyone who takes part in our research. Your time helps us continue supporting women’s rugby.