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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.