Watch Out for Hawthorne
Have you heard of the Hawthorne Effect?
The Hawthorne Effect describes how people tend to act differently when they know they’re being watched.
People often speak and act performatively when they know they are participants in a research study or experiment.
Everything changes when the camera is on, no matter whether it is a documentary or reality TV show.
In the case of research, telling participants that the interview will be recorded or that stakeholders are watching from behind a mirror will influence the participants’ behavior in an undesired way.
There are things you can do to avoid the Hawthorne effect in your research:
Create a non-threatening environment. Let participants know that there are no right or wrong answers, and allow them time to feel comfortable in the research environment before diving into interview questions.
Establish rapport. It’s easier for participants to share their honest opinions when they feel at ease with the interviewer. Use the participant's name throughout the conversation to make the experience feel more personal, and make small talk before the research study begins.
When I think about the Hawthorne Effect, I think of the anti-crime "kumatori eyes" stickers (pictured above) that you see on delivery trucks around Tokyo. I know these work slightly differently - the Watching-Eye Effect is a little different from the Hawthorne Effect - but both are examples of psychological reactivity effects.
A little different, but also a little the same.
So the bottom line is …
The Hawthorne Effect is a thing, and it can damage your research.
But if you create a non-threatening environment, establish a rapport with participants, and don't paint your eyes with kabuki makeup and glare at participants - you will likely lessen its impact.
