Five ways to build trust with under-served communities

Public involvement is essential in getting people’s voices heard within research. As part of our work, we have been reaching out to different organisations to speak with them about how they can help shape research. 

I’m Emma Langley, Health and Care Research Wales’s Public Engagement and Involvement Officer and I’m lucky enough to spend a lot of my time visiting community groups and chatting to people from across Wales about research and how they can get involved. Over the last few months I’ve been working with Age Alive 50,  a group from Newport and the surrounding area, who champion diversity and aim to promote social inclusion. This is what we’ve learnt from them on how to involve different community groups in research.

1 - Understanding needs and preferences

Our journey with Age Alive 50 began in early 2024 at the "Ethnic Minority Older People: Voices to the Power" meeting, where we first connected with the group. This sparked a meaningful collaboration focused on building trust and fostering relationships. Through our dedicated public involvement community member, we learned the group's main need was a safe, trusted space to meet.

2 – Communicate clearly and honestly

Clear communication helped address the group's needs and concerns, build trust and ensured their voices were heard. Through Discover Your Role 2.0, we invited them to share their perspectives on research and discuss barriers to public involvement. This ongoing dialogue allowed us to stay connected, manage expectations and build trust with new community members.

3 – Provide consistent and reliable support

Building trust takes time and genuine effort. By engaging with the group, learning about their interests and listening to their concerns, we have built strong relationships. We provided consistent support through a dedicated contact person who was already trusted by the group, helping to share important information to the group about what was expected of them at the meeting. Also having a pre-meeting with the group so I could go over what was required of them helped them to be more comfortable. 

4 – Involve them in decision-making and planning

Involving the group early in research gives them a sense of ownership and confidence. We invited them to contribute to a live study by Catherine Purcell at the Centre for Adult Social Care (CARE) about local travel. Working with our trusted group member, we shared information via WhatsApp and text to determine interest. On the day, we met them in their usual space to ensure they felt comfortable and engaged.

5 – Celebrate their success and achievements

Staying in regular contact with the group, whether through email or phone calls, to update them on the project’s progress. Acknowledging their contributions, whether shaping a proposal or presenting at an event, shows they are valued. We’ve highlighted their involvement in our Discover Your Role 2.0 consultation report and feedback to them how they helped shape our work. Even if your project isn't funded, managing expectations helps maintain trust. If successful, celebrate their involvement and involve them in sharing findings with the wider community.

If you would like to involve community groups when you develop your research and would like to discuss how we can support you, contact us research-involvement@wales.nhs.uk.