Data collected from people who know they are objects of study might be different from that collected from the same people if they did not know.
To reduce the level of reactivity, you can cancel the purpose of the study although this is difficult if data are collected using self-reports.
What kind of data collection method will you be using? Also, you might consider what are the standard practices in your field; in particular, if reactivity is difficult to escape with the most commonly used methods, then it is likely to be widely accepted.
I am not certain you can control that. Seems like the best thing you can do is just record what you observe, unless you intend to do a study where some participants know they are involved in your research and others don't which would make it unethical. You have to trust that your participants are being honest.
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