Prolific aims to make online data collection more ethical and accessible by connecting researchers with a diverse global participant pool. Existing platforms like MTurk often treat participants unfairly by underpaying them or kicking them out of studies. Prolific addresses these issues by ensuring fair pay of at least $5 per hour for participants and providing tools for researchers to screen participants and design high-quality studies. The company's goal is to build trust between researchers and participants to improve data quality for scientific research.