The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research

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While digital technologies have fundamentally changed the way companies can capture the voice of the customer, the challenge is to understand the underlying motivation for consumers to participate in market research in the digital age. Given this changing environment, Delvinia wanted to understand how to motivate Canadians to share their opinions. We partnered with Ryerson University and secured funding from the Canadian Federal Economic Development Agency to undertake a study using AskingCanadians, our proprietary online research community, to fundamentally understand the motivational drivers to engage consumers to participate in research. Delvinia CEO Adam Froman worked with Dr. Mary Foster, Professor of Marketing at the Ted Rogers School of Management, to look at why people participate in market research from the participant’s perspective. In this presentation, Adam shares the findings of this groundbreaking research and examples of how this knowledge can be applied to increase participation rates.

Tecnologia Negócios Notícias e política

The Future of Respondent Engagement:
Motivating Respondents to Participate in Market Research

Presented by: Adam Froman
CEO
Delvinia

Remember: You can ask questions at any time by
typing them in the questions box in your GoToWebinar
control panel. We’ll be answering questions for all
presenters at the end.

OUR STORY

Our mission is to help companies and brands
innovate and improve their digital customer
experiences through the use of data-driven
insights, a customer-centric process,
storytelling and emerging digital
platforms.

FAST FACTS

since 1998, private company
1,200+ projects completed
50+ awards & recognition

AskingCanadians

200,000+ Online Research
Community

Incentives HBC
rewards, Aeroplan and
Walmart

Members profiled on more
than 500 variables

Mean response rate over 30%

The Myths
1. Consumers don’t want to participate in market
research.

2. Quantitative research will be dead in 10 years.

3. Methodological rigour is becoming irrelevant.

4. Easy access to new technologies allows digital
marketers to replace market researchers.

What is really driving this change
1. Social Revolution - Technology applications and tools have
approached the adoption rates where consumers now
control the conversation

2. Need for Speed – the time to conduct credible market
research is not keeping up to the pace of the changing
digital consumer

3. Pricing Pressures – With so many low-cost alternatives and
short timelines, value of market research is being
challenged

But what hasn’t changed is…
We need to get messages out to consumers and
we need to collect feedback to derive insights.

Our Unique Perspective

Customer Insight Digital Strategy Digital Design
& Analytics & Planning & Emerging Media

AskingCanadians™ Customer Experience (CX) Voice of the Customer
Programs (VoC) Platforms

feel it’s

91%
important for
brands to offer a
feedback channel.

Motivators: Improving Participation

Trust Privacy Reciprocity

RECIPROCITY
69%
40% 31%
Acknowledge Evidence that
or reply you took Extrinsic
message action reward

RECIPROCITY: Innovative Methods & Platforms

QR Codes Mobile Data Collection

C-Sat Surveys Gamification
Crowdsourcing

RECIPROCITY

86%
want to hear what
other customers
had to say.

The integration of mobile and more engaging survey
experience improves study enjoyment.
Respondent Satisfaction

Very Enjoyable Somewhat Enjoyable Not Enjoyable Not at all Enjoyable % - T2B

Mobile 54% 43% 3% 97%

Non-Mobile 29% 59% 9% 88%

Q. How would you describe your experience with the overall study? Please consider all phases.

Mobile delivers deeper insights than non-mobile
methodologies by leveraging memory elicitation and
making it fun.
Average Word Counts: Open Ended Responses

Mobile Non-Mobile

Why did you purchase this 20
300%
product?
5

Why did you consider this 16
100%
product?
8

Why did you not buy this 11 120%
product?
5

THANKS!
@adamfroman

linkd.in/adamfroman

bit.ly/googleplusadamfroman

afroman@delvinia.com
Adam Froman
CEO, Delvinia

www.delvinia.com
corporate.askingcanadians.com

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The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research

1. The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research Presented by: Adam Froman CEO Delvinia Remember: You can ask questions at any time by typing them in the questions box in your GoToWebinar control panel. We’ll be answering questions for all presenters at the end.

2. About Delvinia

3. OUR STORY Our mission is to help companies and brands innovate and improve their digital customer experiences through the use of data-driven insights, a customer-centric process, storytelling and emerging digital platforms.

4. FAST FACTS since 1998, private company 1,200+ projects completed 50+ awards & recognition

5. AskingCanadians 200,000+ Online Research Community Incentives HBC rewards, Aeroplan and Walmart Members profiled on more than 500 variables Mean response rate over 30%

7. The Myths 1. Consumers don’t want to participate in market research. 2. Quantitative research will be dead in 10 years. 3. Methodological rigour is becoming irrelevant. 4. Easy access to new technologies allows digital marketers to replace market researchers.

8. What is really driving this change 1. Social Revolution - Technology applications and tools have approached the adoption rates where consumers now control the conversation 2. Need for Speed – the time to conduct credible market research is not keeping up to the pace of the changing digital consumer 3. Pricing Pressures – With so many low-cost alternatives and short timelines, value of market research is being challenged

9. But what hasn’t changed is… We need to get messages out to consumers and we need to collect feedback to derive insights.

10. Our Unique Perspective Customer Insight Digital Strategy Digital Design & Analytics & Planning & Emerging Media AskingCanadians™ Customer Experience (CX) Voice of the Customer Programs (VoC) Platforms

11. The Customer Journey

12. feel it’s 91% important for brands to offer a feedback channel.

13. Motivators: Improving Participation Trust Privacy Reciprocity

14. TRUST

15. PRIVACY

16. RECIPROCITY 69% 40% 31% Acknowledge Evidence that or reply you took Extrinsic message action reward

17. RECIPROCITY: Compensation for Time

18. RECIPROCITY: Innovative Methods & Platforms QR Codes Mobile Data Collection C-Sat Surveys Gamification Crowdsourcing

19. RECIPROCITY 86% want to hear what other customers had to say.

20.

21.

22. Mobile Research

23. The integration of mobile and more engaging survey experience improves study enjoyment. Respondent Satisfaction Very Enjoyable Somewhat Enjoyable Not Enjoyable Not at all Enjoyable % - T2B Mobile 54% 43% 3% 97% Non-Mobile 29% 59% 9% 88% Q. How would you describe your experience with the overall study? Please consider all phases.

24. Mobile delivers deeper insights than non-mobile methodologies by leveraging memory elicitation and making it fun. Average Word Counts: Open Ended Responses Mobile Non-Mobile Why did you purchase this 20 300% product? 5 Why did you consider this 16 100% product? 8 Why did you not buy this 11 120% product? 5

25. THANKS! @adamfroman linkd.in/adamfroman bit.ly/googleplusadamfroman afroman@delvinia.com Adam Froman CEO, Delvinia www.delvinia.com corporate.askingcanadians.com

The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research

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