Rewarding Your Own Research Panel - Panel Management Webinar
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Qualtrics Panel Management everything you need to do faster research SM Rewarding Your Research Panel
Transcript of Rewarding Your Own Research Panel - Panel Management Webinar
Qualtrics Panel Management everything you need to do faster research
SM
Rewarding Your Research Panel
SM
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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Leif Baradoy GiftBit
Andrew Peterson Qualtrics
Collin Manaois TangoCard
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
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
What is Panel Management?
o People
o Opt-in
INCENTIVE COMMITMENT
o Surveys
o On-going Basis
Benefits of having your own Panel
Qualtrics Panel Management
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Recruit Engage Reward
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Reward
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).
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.
Should I reward?
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.”
Qualification Methods
Points Programs Sweepstakes
Points Programs
o Every panel member controls their destiny.
o Higher response rates.
o Adaptable.
o Fully automated in Qualtrics Target Audience.
Points Programs
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.
Sweepstakes
o Less expensive.
o Easy to budget for (predictable).
o Simple to administrate.
Sweepstakes
Sweepstakes
o Less expensive.
o Easy to budget for (predictable).
o Simple to administrate.
o Requires legal terms & conditions.
o Lower response rates.
Automated Fulfillment
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Your partner for digital incentives
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
Reward panel participation with
the best global digital incentives
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
• 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
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
400 + companies trust Tango
Card with their customers
and panelists
Target Audience Integration
Choice Text
Let your panel members quickly and automatically redeem their points through a
branded, self-serve interface.
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.
Automation Text
Automate what you can to reduce your overhead while increasing the speed and success of your
rewards program.
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
Q&A
Recruit: Tuesday – tinyurl.com/qrecruit
Engage: yesterday – tinyurl.com/qengage
