rewarding your own research panel - panel management webinar

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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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

Thank you!

Email qualtrics@tangocard.com We’re ready to help!

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

Thank you!

Contact Leif@giftbit.com

Used by

Q&A

Recruit: Tuesday – tinyurl.com/qrecruit

Engage: yesterday – tinyurl.com/qengage