These days, having the right data is the name of the market research game.
Whether you’re looking to inform your decision to launch, improve, or overhaul your offering, information directly from your target audience is crucial.
Getting a market research participant to respond to your survey or attend your focus group, though, can be tricky.
The first step to attracting the right candidates for your research? Putting yourself into a market research participant’s shoes. It’s all about enticing them to take part and rewarding them for their actions.
Here’s a breakdown of what you need to keep in mind.
READ MORE: Give Every Market Research Participant a Great Rewards Experience
Understanding the goal of your research and why it’s important will make a market research participant feel invested in the outcome. Younger generations, in particular, want to feel like they are making a difference.
According to research from McKinsey, Gen Z is “pragmatic” and “radically inclusive.” In addition, the 2022 Edelman Trust Barometer reported:
The rise of so-called cancel culture makes ethical business practices even more crucial. State the purpose of your research, and if your goal is to make a difference, you’re more likely to attract the younger generations.
Anything you can do to make a market research participant feel as if you know them will foster engagement. People expect personalized experiences now, so giving that from the get-go can help you stand out.
In addition to using their name in the invitation email, reference their past survey participation, if applicable. It shows you know and appreciate their contributions. This is also your chance to include messaging that reflects your brand.
As a general rule, a market research participant will expect to receive an incentive that matches the time and effort required to participate. If you offer too little, you won’t attract the participants you need.
When calculating the amount for the incentive, you’ll want to know how long it takes to complete a survey or whether the participant has to travel to your focus group. The bigger the lift, the better the incentive should be.
Our research shows that people prefer the flexibility of gift cards that can be spent anywhere, like gift cards that can be used at multiple retailers or Visa or Mastercard prepaid cards. Allowing a market research participant to choose their reward is another great way to encourage participation.
We are living in a digital world. Just like when they order something from Amazon online, a market research participant will expect their reward to arrive right away. Sending rewards digitally is the only way to go these days. Don’t make them wait!
People want to feel as if they’re part of a solution, particularly purpose-driven Gen Z and millennials. You don’t have to share all the detailed statistics, but a high-level summary — and a message of thanking them again for participating — will make them feel you appreciate their effort.
Seeing how their answers compare is another way to engage a market research participant, and prime the pump for future survey participation.
Curious about giving your participants a great experience with BHN Rewards? Request a demo today!
BHN Rewards puts the power of digital rewards to work for marketers, researchers, and HR managers. Don't forget to check out all the great content in our Resources section!
BHN Rewards puts the power of digital rewards to work for marketers, researchers, and HR managers. Don't forget to check out all the great content in our Resources section!
