rewarding your own research panel - panel management webinar
TRANSCRIPT
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Qualtrics Panel Management everything you need to do faster research
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Rewarding Your Research Panel
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Qualtrics Panel Management everything you need to do faster research
Introduction Should I reward? How much? Qualification Methods Automated Fulfillment Q&A
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SM
Leif Baradoy GiftBit
Andrew Peterson Qualtrics
Collin Manaois TangoCard
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Brands & Organizations
8.1K + of the top 100
business schools
99
Users
2.3M + Used In
Countries
75 +
The World’s Leading Insight Platform
PROVO / USA DUBLIN / IRL SYDNEY / AUS SEATTLE / USA
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Customer Insights Voice of the Customer Programs
Customer Satisfaction Surveys Net Promoter Systems
Website Experience Feedback
Employee Insights 360-degree Employee Feedback Employee Engagement Surveys Employee Satisfaction Surveys
Exit Interviews
Market Insights Ad Testing
Concept Testing Market Research Academic Studies
All your insights in one place
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What is Panel Management?
o People
o Opt-in
INCENTIVE COMMITMENT
o Surveys
o On-going Basis
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Benefits of having your own Panel
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Qualtrics Panel Management
SM
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Recruit Engage Reward
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Reward
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Should I reward?
o Incentives are commonly used by panel managers to increase panel member participation rates.
o Why else do panel members participate? 1. Interested in the topics being studied. 2. Feel their opinion is important and valued. 3. Care about the brand and want to help.
o How else can you increase engagement?
1. Make it easy and simple to participate. 2. Frequently express gratitude. 3. Personalize interactions. 4. Reciprocate (aka share insights & feedback).
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Should I reward?
Findings on Incentives
Eleanor Singer | University of Michigan | October 2012
o Incentives do increase response rates.
o Response rates increase as the size of the incentive increases, but at a declining rate.
o Monetary incentives increase response rates more than lotteries/drawings.
o Incentives have almost zero effect on the quality of the response.
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Should I reward?
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How much should I give?
o Start conservative.
o How much can you afford? Do you have a defined budget?
o “There is no clear evidence for how large an incentive should be. In general, though response rates increase as the size of the incentive increases, they do so at a declining rate.”
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Qualification Methods
Points Programs Sweepstakes
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Points Programs
o Every panel member controls their destiny.
o Higher response rates.
o Adaptable.
o Fully automated in Qualtrics Target Audience.
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Points Programs
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Points Programs
o Every panel member controls their destiny.
o Higher response rates.
o Adaptable.
o Fully automated in Qualtrics Target Audience.
o Potentially expensive.
o Less predictable.
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Sweepstakes
o Less expensive.
o Easy to budget for (predictable).
o Simple to administrate.
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Sweepstakes
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Sweepstakes
o Less expensive.
o Easy to budget for (predictable).
o Simple to administrate.
o Requires legal terms & conditions.
o Lower response rates.
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Automated Fulfillment
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SM
Text
Your partner for digital incentives
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Incentives and Panel
Management
Reward the entire life cycle: • Acquisition • Panel member profiling. Give small
denominations for better profiling = better targeting = higher panel engagement
• Ongoing participation
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Reward panel participation with
the best global digital incentives
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Gift Cards have Impact! 65% of Gift Card recipients remember what they purchased and associate it positively with the company that gave the reward. - Loyalty 360, 2013
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• Rewards should be awesome! • Receiving the reward is not the last step
for panelists – spending is the capstone • Gift cards don’t expire • E-gift cards are mobile-friendly • Use online and in store
• Brand team to help with acquisition campaigns • Tango Card provides end-to-end support
E-Gift Cards and Panel
Management
User experience matters outside of the panel
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Technology to support Researchers and
Incentive Planners using
Qualtrics Research Suite and Target Audience
Complete Order Spreadsheet
Upload Order Spreadsheet
Sent Within 1 Business Day
Order a file of codes to upload into Target Audience
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400 + companies trust Tango
Card with their customers
and panelists
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Target Audience Integration
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Choice Text
Let your panel members quickly and automatically redeem their points through a
branded, self-serve interface.
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Simplicity Text
Make the process of claiming a gift card as simple as possible, but not simpler. The user flow should
be easy to understand.
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Automation Text
Automate what you can to reduce your overhead while increasing the speed and success of your
rewards program.
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The details matter Always suggest the next action to take
Offer popular brands that people recognize
Use just-in-time or click-to-claim inventory
Track reward selections for insights
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Q&A
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Recruit: Tuesday – tinyurl.com/qrecruit
Engage: yesterday – tinyurl.com/qengage