Ethics
Good research begins with respect
At Signal & Noise, ethics is not a compliance exercise or a document stored on a server. It is the foundation of how we design studies, work with participants, interpret evidence and communicate findings.
We believe that research creates value only when it is conducted responsibly. That means respecting every participant, protecting personal data, applying rigorous scientific methods and communicating results honestly, even when the findings are uncertain or challenge expectations.
Our ethical framework draws on internationally recognised professional standards, including the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics, the NMSBA Code of Ethics for the Application of Neuroscience in Business, and the principles promoted by the EEG101 Community Framework on scientific integrity, reproducibility, transparency and responsible neuroscience.
Scientific Integrity
Research should increase understanding, not confirm assumptions. Every project is designed to answer research questions objectively rather than support predetermined conclusions. We distinguish carefully between observed findings, statistical evidence and professional interpretation, and we communicate limitations alongside results whenever they are relevant.
We do not overstate confidence, exaggerate findings or present correlations as causal relationships without appropriate evidence.
Scientific credibility depends as much on acknowledging uncertainty as it does on reporting significant findings.
Respect for participants
Every participant deserves to be treated with dignity, fairness and transparency. Participation in our studies is always voluntary. Participants receive clear information about the purpose of the research, the methods involved and the data being collected before deciding whether to take part.
They remain free to withdraw from the study at any stage without penalty, unless anonymised data has already been incorporated into aggregated analyses where withdrawal is no longer technically possible.
We avoid unnecessary participant burden and design studies that respect participants’ time, attention and wellbeing.
Behavioural & Neuroscience Research
Behavioural and neuroscience methods allow researchers to observe aspects of human behaviour that are often difficult to capture through self-report alone. Used responsibly, these approaches provide additional evidence that complements, not replaces, traditional research methods.
Our goal is not to “read minds” or make deterministic claims about human behaviour. Instead, behavioural and physiological measurements help us better understand attention, emotion, cognitive processing and decision-making within clearly defined research contexts.
Participants are informed about the technologies used, what those technologies measure, and what they do not measure. We avoid exaggerated claims regarding the capabilities of neuroscience and communicate findings within the limits of current scientific evidence.
We do not support the use of emotion recognition technologies for evaluating people in sensitive contexts such as employment or education, in line with the principles reflected in the European Union’s AI Act. Whenever AI-assisted methods are used, we are committed to transparency towards participants, meaningful human oversight and the responsible application of behavioural and biometric technologies.
Privacy & Confidentiality
Protecting participant privacy is fundamental to ethical research.
Personal information is collected only where necessary for legitimate research purposes and is handled in accordance with applicable data protection legislation and recognised professional standards.
Participant identities are never disclosed to clients without explicit permission, and research data is protected through appropriate technical and organisational safeguards.
Research data is used exclusively for research purposes. It is never used for direct marketing, sales activities or any attempt to influence individual participants outside the agreed research objectives.
More information about how we collect, process and protect personal information can be found in our GDPR & Data Protection page.
Transparency
We believe clients should understand how evidence was collected, processed and interpreted. Whenever appropriate, we provide clear documentation describing the methodology, quality procedures, limitations and analytical approach used in a project.
Participants also deserve transparency regarding the purpose of the research, the organisations involved, the technologies being used and the intended use of the information they provide.
Scientific transparency is essential for maintaining confidence in both research findings and the research process itself.
Protecting Vulnerable Individuals
When working with children, young people or other potentially vulnerable groups, we apply enhanced ethical protections appropriate to the research context, applicable legislation and recognised professional standards.
Whenever required, participation takes place only after obtaining the appropriate consent from parents, legal guardians or other authorised representatives.
The wellbeing, dignity and rights of participants always take precedence over research objectives.
Our Commitments
Every project we conduct is guided by principles that shape our decisions before, during and after fieldwork.
We are committed to:
- respecting every participant’s autonomy, dignity and rights;
- protecting privacy and personal data throughout the research lifecycle;
- conducting research using scientifically rigorous and transparent methodologies;
- communicating findings honestly, including their limitations;
- applying behavioural, biometric and AI-assisted technologies responsibly;
- ensuring meaningful human oversight throughout the research process;
- avoiding exaggerated scientific or technological claims;
- continuously improving our practices as research methods, ethical standards and regulations evolve.
Ethics is not separate from research quality.
It is what makes research worthy of trust.