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The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research
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The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research

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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 …

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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  • 1. The Future of Respondent Engagement: Motivating Respondents to Participate in Market Research Presented by: Adam Froman CEO Delvinia 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.
  • 2. About Delvinia
  • 3. OUR STORYOur mission is to help companies and brandsinnovate and improve their digital customerexperiences through the use of data-driven insights, a customer-centric process, storytelling and emerging digital platforms.
  • 4. FAST FACTS since 1998, private company 1,200+ projects completed 50+ awards & recognition
  • 5. AskingCanadians 200,000+ Online Research Community Incentives HBC rewards, Aeroplan and Walmart Members profiled on more than 500 variables Mean response rate over 30%
  • 6. The Myths1. 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.
  • 7. What is really driving this change1. Social Revolution - Technology applications and tools have approached the adoption rates where consumers now control the conversation2. Need for Speed – the time to conduct credible market research is not keeping up to the pace of the changing digital consumer3. Pricing Pressures – With so many low-cost alternatives and short timelines, value of market research is being challenged
  • 8. But what hasn’t changed is… We need to get messages out to consumers and we need to collect feedback to derive insights.
  • 9. Our Unique Perspective Customer Insight Digital Strategy Digital Design & Analytics & Planning & Emerging Media AskingCanadians™ Customer Experience (CX) Voice of the Customer Programs (VoC) Platforms
  • 10. The Customer Journey
  • 11. feel it’s91% important for brands to offer a feedback channel.
  • 12. Motivators: Improving ParticipationTrust Privacy Reciprocity
  • 13. TRUST
  • 14. PRIVACY
  • 15. RECIPROCITY69% 40% 31%Acknowledge Evidence that or reply you took Extrinsic message action reward
  • 16. RECIPROCITY: Compensation for Time
  • 17. RECIPROCITY: Innovative Methods & Platforms QR Codes Mobile Data Collection C-Sat Surveys Gamification Crowdsourcing
  • 18. RECIPROCITY86% want to hear what other customers had to say.
  • 19. Mobile Research
  • 20. The integration of mobile and more engaging surveyexperience improves study enjoyment. Respondent Satisfaction Very Enjoyable Somewhat Enjoyable Not Enjoyable Not at all Enjoyable % - T2B Mobile 54% 43% 3% 97%Non-Mobile 29% 59% 9% 88% Q. How would you describe your experience with the overall study? Please consider all phases.
  • 21. Mobile delivers deeper insights than non-mobilemethodologies by leveraging memory elicitation andmaking it fun. Average Word Counts: Open Ended Responses Mobile Non-Mobile Why did you purchase this 20 300% product? 5 Why did you consider this 16 100% product? 8 Why did you not buy this 11 120% product? 5
  • 22. THANKS!@adamfromanlinkd.in/adamfromanbit.ly/googleplusadamfromanafroman@delvinia.com Adam Froman CEO, Delvinia www.delvinia.com corporate.askingcanadians.com

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