aim to be great conversational partners, attentive to their language, pace and experiences. We observe in a way that minimises the feeling being watched or judged. We are upfront about what information we are collecting and why, including who will have access to the information. The participant owns their data. We adapt to suit the needs of participant to ensure they are comfortable at all times throughout the research journey. We look out for our participants at all times taking care to protect their privacy and their organisations privacy/reputation.