For many research participants, the typical experience can feel familiar: an unexpected survey link, a long list of questions, and little indication of what happens once “submit” is clicked. Without the right approach, research risks becoming transactional, impersonal, and disconnected—and for brands, capturing truly genuine customer insight has never been more challenging. In today’s environment, where bots and low-quality responses can undermine confidence in the data, the challenge of authenticity looms larger than ever.

A research community works very differently.

With recent headlines about ASOS closing accounts under a ‘fair use’ returns policy, our latest research provides a blueprint for retailers to navigate the fine line between customer expectation and operational sustainability—without damaging brand trust.

Free returns have become an industry norm. For many customers, they’re not a bonus feature—they’re an essential part of the online shopping experience. But behind this convenience lies a growing operational cost, fuelled by evolving customer behaviours.