The verdict is in: Online qualitative research methods are here to stay.
Even as in-person focus groups and in-depth interviews (IDIs) make a comeback, researchers are continuing to rely much more heavily on online methods. “It seems that online methods have not only met the immediate needs (during the pandemic) but have proven to be capable replacements for traditional methods,” says the latest GRIT Insights Practice Report. Since 2019, there’s been a sharp decrease among insights suppliers in their use of in-person qualitative tactics like IDIs (69% to 52%) and focus groups (72% to 51%), while the corresponding online methods continue to grow.
Not only does shift affect researchers’ processes for participant recruitment and data collection, it also changes the way that market research incentives are used and distributed.
With qualitative research methods going digital, the convenience of handing over cash or a check to participants in person is gone, and mailing those rewards will only add time and hassle. Just like online survey rewards, it makes sense for market research incentives to be delivered in the same way that the research was done. Going digital allows you to create a seamless, consistent experience — not to mention that digital gift cards are preferred by recipients.
The key, however, is how you manage your digital incentives. Buying e-gift cards straight from the retailer, manually compiling spreadsheets of email addresses, and individually sending out codes will only add to your workload. But with the right processes and tools, digital rewards will take no more work than handing over a $20 bill.
A digital incentives management platform like BHN Rewards can help. It’s easy to build and organize rewards campaigns to keep projects separate and customize the offered incentive based on the audience and level of effort. Depending on the research software you’re using, you may even be able to add recipients and distribute rewards automatically, thanks to the wonders of integration.
Actually, using a rewards platform for your market research incentives offers a plethora of benefits, including:
Ready to streamline your market research incentives with a digital rewards management platform? Before you start shopping, check out our Buyer’s Guide to see what six things you should look for!