[digital marketing];[marketing research-panel-member-motivations-what-does-todays-respondent-want]
TRANSCRIPT
For us it is a big deal. We do this kind of “new paradigm” marketing research. And this is the future of our industry. So getting it right is key.
That’s why we wanted to explore these issues with our US and Canadian online consumer panelmembers.
Panel Motivational Overview
First we thought about the kinds of things that motivate people in general to do things.
The four quadrants in this chart show a range of kinds of motivations that could apply.
Source: Chart adapted from Elisabeth C. Deutskens (2006)S
Participating in marketing research online… is it…
interesting?
for the money?
to f ind out what others think?
to help firms make better products and services?
etc.
We came up with a long list of reasons that tended to fit
somewhere into our four quadrant
scheme.
And then we asked 700 of our online panel members about these specific motivations to engage in marketing research
studies online.
Overall Highlights
Cash is key. Cash or other cash-like incentives were seen almost universally as most important.
Intangibles count. Other less “tangible” things matter too though. For example, large proportions of respondents like to participate because of pure interest, enjoyment, and curiosity. Also, lots of people also really like the fact that they play a role in helping organizations improve.
Interaction plays a role. Some (albeit in smaller numbers) are also putting value on the interaction and more “virtual community interaction” aspects.
Findings Highlights
InterestingChance at
Cash/PrizeEnjoyable
Curiosity
Cash Per
Survey
Reward
Community
Interact with
panel
members
Comparing
responses
Others value
my opinion
Asked to
participate
If I won't, no
one will
Help
organizations
improve
Make opinion
count
Support good
cause
INTRINSIC EXTRINSIC
OT
HER
SELF
The “balloons” in the grid here show how much agreement panel members had with the kinds of motivations we asked them about.
The bigger the balloon, the more important the motivation.
But we wanted to go more in-depth.
Are all panel members motivated in the same ways and to similar extents?
So we did a segmentation on their motivations.
We found that panel members tended to fall within one of four motivational
segments.
We would like to introduce you to each of these and tell you a bit about them.
the profile:
13% of online world
unbridled enthusiasm
skews younger and middle aged, more likely from larger households, more affluent
heavier users of Internet
InterestingChance at
Cash/PrizeEnjoyable
Curiosity
Cash Per
Survey
Reward
Community
Interact with
panel
members
Comparing
responses
Others value
my opinion
Asked to
participate
If I won't, no
one will
Help
organizations
improve
Make opinion
count
Support good
cause
INTRINSIC EXTRINSIC
OT
HER
SELF
segment 1: hyper-actives
• Second Segment: Engaged Moderates
This, that, and
the other thing.
I hear you.
introducing segment 2: engaged moderates
InterestingChance at
Cash/PrizeEnjoyable
Curiosity
Cash Per
Survey
Reward
Community
Interact with
panel
members
Comparing
responses
Others value
my opinion
Asked to
participate
If I won't, no
one will
Help
organizations
improve
Make opinion
count
Support good
cause
INTRINSIC EXTRINSIC
OT
HER
SELF
the profile:
34% of online world
busy and bright
skews slightly female, older, and less employed
segment 2: engaged moderates
InterestingChance at
Cash/PrizeEnjoyable
Curiosity
Cash Per
Survey
Reward
Community
Interact with
panel
members
Comparing
responses
Others value
my opinion
Asked to
participate
If I won't, no
one will
Help
organizations
improve
Make opinion
count
Support good
cause
INTRINSIC EXTRINSIC
OT
HER
SELF
the profile:
39% of online world
mostly about the money, but other factors are also showing up as relevant
older, more male, better educated
segment 3: fair traders
InterestingChance at
Cash/PrizeEnjoyable
Curiosity
Cash Per
Survey
Reward
Others value
my opinion
Asked to
participate
Help
organizations
improve
Make opinion
count
Support good
cause
INTRINSIC EXTRINSIC
OT
HER
SELF
segment 4: show-me-the-moneys
the profile:
14% of online world
money matters big time, other motivations way less important
skews bimodal with respect to age, with bigger percentages of both younger and older groups, also more educated
Segmentation Highlight
The overwhelming majority of online panel members are not in it just for the cash or some cash “equivalent”.
Fully 86% of panel respondents are significantly motivated by largely intrinsic factors in addition to the monetary components.
Study Implications
A few thoughts about the implications of this research for consumer panel design and management…
The more research appeals to a range of known motivators, the more online panel members will engage and participate more regularly in research. This will also lead to reduced panel member drop-out.
Study Implications
Cost effectiveness argument
In the context of panel management, extrinsic or monetary rewards “cost” more than intrinsic ones. This is because monetary costs are typically a driver of significant variable (i.e. per complete) costs for panel management.
Intrinsic motivators, on the other hand, can be managed with largely fixed-cost investments (i.e. per panel, not panel member). So there is an enormous potential for economy of scale. Managers can think little or big .
Study Implications
Think Little: Simple small things such as “thanking” respondents in innovative ways or in pro-actively letting them know about positive impacts of their feedback will enhance member satisfaction.
Think Big: State-of-the-art panels can take advantage of innovative tools coming out of the Web 2.0 world that facilitate interaction and expression in their panels to even greater effect.
Whether one thinks little or big, now or later, all marketing research industry
players have a vested interest in listening to what people are telling us.
Much depends on doing research online “right” going forward.
We hope you enjoyed the show!
Prophis eResearchFor more information please
contact Stuart Hemerling