Rapport-Building in UX Research: Techniques, Measures, and Impact
Empowering Participants Through Positive Connections
Building rapport, or a positive connection, with participants is widely recognised as a crucial element in user experience (UX) research. When participants feel comfortable and engaged, they are more likely to share their true thoughts, feelings, and experiences - leading to a deeper understanding of their needs and pain points.
Rapport can be defined as a relationship that is built on mutual interest, support, and understanding. It is often viewed as an essential element of research assessments.
However, rapport is a complex and often loosely defined concept. As UX professionals we may strive to build rapport instinctively without a clear understanding of what it entails or how to measure it.
A recent systematic review by Brouillard et al. (2024) sheds new light on this topic by examining how rapport has been conceptualised and measured across various professional contexts. The review offers valuable insights for anyone looking to build and assess rapport more effectively in their own work. Key takeaways include rapport's multidimensional nature, the importance of context, and the benefits and challenges of rapport measurement.
Components and Context of Rapport
Brouillard et al. (2024) identified five common components of rapport that emerged across different measures:
Paying attention to the interviewee: Active listening, eye contact, verbal/nonverbal cues of interest
Personalising the interaction: Using participant's name, tailoring questions, finding common ground
Being approachable: Warm greeting, explaining process, emphasising no wrong answers, conversational tone
Establishing mutual connection: Showing appreciation, encouraging questions, sharing relevant stories
Behaving professionally: Being punctual and prepared, professional dress and demeanour, domain knowledge
This framework provides us with a concrete roadmap for the behaviours and qualities that foster rapport. By intentionally incorporating these elements into our interactions, we can more systematically build and maintain positive relationships with participants.
However, the review also highlights the contextual nature of rapport. Many existing rapport scales were developed for high-stakes settings like police interviews, and may not fully translate to UX research. In the UX context, rapport often involves a more collaborative, empowering dynamic where the participant is treated as the expert on their own experience. Rapport-building strategies may also vary across different UX methods (e.g., usability testing vs. ethnographic interviews) and modes (in-person vs. remote). We should consider these nuances when defining and assessing rapport in specific projects.
Measuring Rapport: Benefits and Challenges
While the review found inconsistencies and limitations in many existing rapport measures, the authors emphasise that attempting to quantify this complex dynamic is still worthwhile. Even imperfect measures of rapport can help researchers:
Reflect on their own rapport-building skills and identify areas for growth
Gather feedback from participants and observers on the rapport in specific interactions
Examine relationships between rapport and key outcomes like data quality and participant engagement
Make the case for the importance of rapport and the need for related training and resources
When conducting user interviews, we can consider incorporating simple rapport assessments into our processes, such as post-session rating scales completed by the participant and/or researcher. Consistently tracking this data over time, even informally, can provide valuable insights into the rapport-building strengths and challenges of the research team.
Effects of Rapport on Data Quality
Even though we have been focusing on the positive effects on rapport, it’s worth noting that previous research suggests that rapport in interviews can have both positive and negative effects on data quality. On the beneficial side, studies have found that high levels of rapport are associated with fewer missing responses (Horsfall et al., 2021) and increased disclosure on sensitive topics (Sun et al., 2021). A warm, empathetic connection seems to motivate participants to engage more fully and openly.
However, the desire to maintain rapport can also lead to compromised data accuracy. Horsfall et al. (2021) found that high rapport was linked to more socially desirable answers on questions about finances and legal issues. Similarly, Olsen and Bilgen (2020) observed that skilled interviewers elicited higher rates of agreeable responding even when participants might not agree with certain statements. The drive to protect the positive relationship may lead participants to avoid embarrassing or contradictory responses.
Interestingly, the impact of rapport appears to vary across question types. While strong rapport effects emerge for subjective, emotionally charged items, more neutral behavioural queries seem less susceptible (Horsfall et al., 2021). Rapport may have a stronger influence when the research touches on personal, sensitive domains.
To mitigate these risks, we should balance rapport-building with techniques like neutral question phrasing and emphasising confidentiality and objectivity. Collecting data through multiple modes can also help assess the consistency of responses across different rapport conditions. By being mindful of both the benefits and potential pitfalls of strong rapport, we can harness its power while protecting the integrity of our data.
Conclusion
Previous research suggests that rapport is a powerful but nuanced tool in the UX research toolkit. By thoughtfully leveraging its benefits while minimising its risks, we can create the conditions for rich, authentic insights that drive meaningful product development.