Mixed-Methods Analysis
Adapt used a mixed-methods analysis, combining data-driven analysis and collaborative interviews, to conduct the ethics audit for Moonshot.
Actionable Insights
Adapt provided specific, obtainable suggestions for Moonshot to maintain and build upon its ethical standards.
Executive Summary
Moonshot engaged Adapt to conduct a comprehensive ethics audit. Moonshot is a social impact business working to end online harms, applying evidence, ethics and human rights. Leveraging a data-driven approach, Adapt analysed existing documentation and conducted confidential, in-depth interviews using a 3:1 format over 7 weeks. This process provided Moonshot with a clear picture of their ethical strengths and opportunities for improvement. The resulting reports, a public piece and a confidential internal analysis, empowered Moonshot to navigate the complexities of mitigating online harms while upholding ethical standards.
Context
Moonshot is a social impact business founded in 2015 to end online harms, applying evidence, ethics and human rights. They have expanded the scope of online threats and harms they tackle, working to provide insight into emerging online threats and inform strategic responses across a range of harms including harassment, child sexual abuse and exploitation, and organized crime, among others. Moonshot engaged Adapt to perform a comprehensive ethics audit. The goal of the engagement was to empower Moonshot to grow the scope of their work and continue to innovate while upholding their ethical standards. In combating online harms, there are ample considerations which necessitate careful considerations of ethics.
The 2024 engagement was the latest in a series of audits that Moonshot has requested from Adapt. Moonshot enlisted Adapt to review its approach to ethics and offer insight into how they can better uphold and ensure ethical delivery of services. These audits have occurred on roughly an annual basis since 2018.
Action
The project began with a deep dive into Moonshot’s existing documentation. An analyst reviewed and indexed these materials, creating a robust foundation for the interviews and report structure. This analysis, beyond allowing the team to efficiently reference documents during the discussions, precipitated the development of targeted, critical questions. These questions were integral to the success of the interviews as they guided the discussions towards areas of potential concern.
Following the document analysis, Adapt conducted a series of in-depth interviews with Moonshot team members across various levels of the organisation. Here, Adapt used a 3:1, semi-structured interview format. Both founders (Charles and Andrew) and a manager (Luke) interviewed each of 11 team members together in confidential, hour-long sessions. The semi-structured format ensured coverage of key areas while also allowing for in-depth discussions on emerging themes. This format was used to foster maximum candour from staff and allow for a deeper exploration of relevant topics.
Once the interviewing team completed all interviews, they came together to synthesise the key takeaways. This collaborative process, combining the initial document analysis with the interview insights, yielded a richer understanding of Moonshot’s ethical landscape. The comparison between document reviews and interviews painted a picture of an actual versus an aspirational state, identified gaps between process and policy, and highlighted outliers pertinent to the report’s accuracy — ensuring a comprehensive picture.
Adapt began executing on the contract in mid-December of 2023 and delivered the final reports on February 15th, 2024. The engagement spanned roughly 2 months (barring the winter holidays).
Impact
Through this work, Moonshot demonstrated their ethical commitment to their clients.
Because of Moonshot’s commitment to publishing the work online, the audit:
- increased their accountability and transparency;
- strengthened their reputation with clients;
- and helped attract high quality staff.
Regular annual ethics audits also act to validate Moonshots values and processes as well as providing space for a critical reflection.
Resolution
As the culmination of this effort, Adapt delivered two distinct reports. The first, a confidential internal analysis, provided Moonshot’s senior leadership with a detailed examination of their ethical strengths and areas for improvement. This report included actionable recommendations to build upon Moonshot’s ethical foundations. Principal among these recommendations was our suggestion to revitalise training programs and establish a forward looking, collaborative space that discusses future ethical challenges in the field. Additionally, the team crafted a public-facing report for Moonshot’s website. This document highlighted their commitment to ethical project delivery, fostering trust and transparency with external, online traffic.
Through this partnership, Adapt delivered insights into Moonshot’s ethical standing, allowing them to confidently navigate the complexities of online harms. This case study demonstrates Adapt’s unique approach to ethics audits, combining data-driven analysis, collaborative interviews, and synthesis to deliver actionable solutions.
Andrew Puddephattt OBE is one of the co-founders of Adapt. Andrew is a British internet policy expert whose career has focussed on advancing freedom of expression, a safer communications environment, and creating a more democratic and open world. Puddephatt was the Chair of the Internet Watch Foundation; Board Chair of the Board of Global Partners Digital, focusing on human rights implications of Internet policy; and Deputy Chair of the Sigrid Rausing Trust.
Luke Coleman is a manager at Adapt where he works on consumer trust & safety, policy analysis, regulatory tracking, and information literacy for our clients. He received his BA in Philosophy, Politics, and Economics from the University of Pennsylvania and a Fulbright Grant from the U.S. Department of State.
