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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.
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The Future of Respondent Engagement:
Motivating Respondents to Participate in Market ResearchPresented by: Adam Froman
CEODelvinia
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.
About Delvinia
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.
OUR STORY
FAST FACTS
since 1998, private company
1,200+ projects completed
50+ awards & recognition
200,000+ Online Research Community
Incentives HBC rewards, Aeroplan and Walmart
Members profiled on more than 500 variables
Mean response rate over 30%
AskingCanadians
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.
The Myths
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
What is really driving this change
But what hasn’t changed is…We need to get messages out to consumers andwe need to collect feedback to derive insights.
Our Unique Perspective
Digital Design & Emerging Media
Digital Strategy & Planning
Customer Insight & Analytics
Voice of the Customer (VoC) Platforms
Customer Experience (CX) Programs
AskingCanadians™
The Customer Journey
91%feel it’s
important for brands to offer a
feedback channel.
Motivators: Improving Participation
Trust Privacy Reciprocity
TRUST
PRIVACY
69%
Acknowledge or reply
message
40%
Evidence that you took
action
31%Extrinsic
reward
RECIPROCITY
RECIPROCITY: Compensation for Time
Crowdsourcing
RECIPROCITY: Innovative Methods & Platforms
C-Sat Surveys Gamification
Mobile Data CollectionQR Codes
86%want to hear what
other customers had to say.
RECIPROCITY
Mobile Research
The integration of mobile and more engaging survey experience improves study enjoyment.
Non-Mobile
Mobile
29%
54%
59%
43%
9%
3%
Very Enjoyable Somewhat Enjoyable Not Enjoyable Not at all Enjoyable
Respondent Satisfaction
Q. How would you describe your experience with the overall study? Please consider all phases.
% - T2B
97%
88%
Mobile delivers deeper insights than non-mobile methodologies by leveraging memory elicitation and making it fun.
Why did you not buy this product?
Why did you consider this product?
Why did you purchase this product?
5
8
5
11
16
20
Mobile Non-Mobile
Average Word Counts: Open Ended Responses
300%
100%
120%
THANKS!
Adam FromanCEO, Delvinia
@adamfroman
linkd.in/adamfroman
bit.ly/googleplusadamfroman
www.delvinia.com
corporate.askingcanadians.com
