COVID-19 has changed the world in all kinds of ways. But public perceptions of clinical trials have remained stubbornly similar. New research shows that attitudes have barely changed from before the pandemic, and that has major consequences for those recruiting for clinical trials. Kristian Webb, Will Wilson, and Mark Evans at Havas Lynx Faze, and Vernon Bainton at Havas Lynx Group show what lies behind these stubborn public perceptions and explore how this unique moment could help us shift them in the future.