Slide 1: figuring out what online research panel members really want…
Slide 2: For us it is a big deal. We do this kind of “new paradigm” marketing research. And this is the future of our industry. So getting it right is key. That’s why we wanted to explore these issues with our US and Canadian online consumer panel members.
Slide 3: Panel Motivational Overview First we thought about the kinds of things that motivate people in general to do things. The four quadrants in this chart show a range of kinds of motivations that could apply. Source: Chart adapted from Elisabeth C. Deutskens (2006)
Slide 4: Participating in marketing research online… is it… interesting? We came up with a long list of reasons for the money? that tended to fit somewhere into our to find out what others four quadrant scheme. think? to help firms make better products and services? etc.
Slide 5: We then tried to place all of the motivations on the “grid” where we thought they fit best.
Slide 6: And then we asked 700 of our online panel members about these specific motivations to engage in marketing research studies online.
Slide 7: Here is what they said.
Slide 8: Overall Highlights Cash is key. Cash or other cash-like incentives were seen almost universally as most important. Intangibles count. Other less “tangible” things matter too though. For example, large proportions of respondents like to participate because of pure interest, enjoyment, and curiosity. Also, lots of people also really like the fact that they play a role in helping organizations improve. Interaction plays a role. Some (albeit in smaller numbers) are also putting value on the interaction and more “virtual community interaction” aspects.
Slide 9: We created a chart to show how strong each of these motivations were overall.
Slide 10: Findings Highlights The “balloons” in INTRINSIC EXTRINSIC the grid here show how much Chance at Cash Per SELF agreement panel Interesting Cash/Prize Survey Enjoyable members had with Reward the kinds of Curiosity motivations we asked them about. If I won't, no Interact with Community panel one will The bigger the Asked to members participate balloon, the more Make opinion important the Comparing count motivation. Help responses OTHER organizations Others value Support good improve my opinion cause
Slide 11: But we wanted to go more in-depth. Are all panel members motivated in the same ways and to similar extents? So we did a segmentation on their motivations.
Slide 12: We found that panel members tended to fall within one of four motivational segments. We would like to introduce you to each of these and tell you a bit about them.
Slide 13: Awesome… I gotta put this on YouTube! introducing segment 1: hyper-actives
Slide 14: the profile: INTRINSIC EXTRINSIC 13% of online Chance at Cash Per world SELF Interesting Cash/Prize Survey Enjoyable unbridled Reward enthusiasm Curiosity skews younger and Interact with middle aged, more If I won't, no Community panel likely from larger one will Asked to members households, more participate affluent Make opinion Comparing heavier users of count Help responses Internet OTHER organizations Others value Support good improve my opinion cause segment 1: hyper-actives
Slide 15: This, that, • Second Segment: Engaged and the other I hear you. Moderates thing. introducing segment 2: engaged moderates
Slide 16: the profile: INTRINSIC EXTRINSIC 34% of online Chance at Cash Per SELF world Interesting Cash/Prize Survey Enjoyable Reward busy and bright Curiosity skews slightly Interact with female, older, and If I won't, no panel Community less employed one will Asked to members participate Make opinion Comparing count Help responses OTHER organizations Others value Support good improve my opinion cause segment 2: engaged moderates
Slide 17: Do you have this in blue? introducing segment 3: fair traders
Slide 18: the profile: INTRINSIC EXTRINSIC 39% of online world Chance at Cash Per SELF Interesting Cash/Prize Survey Enjoyable mostly about the Reward money, but other Curiosity factors are also showing up as Interact with If I won't, no relevant Community panel one will Asked to members older, more male, participate better educated Make opinion Comparing count Help responses OTHER organizations Others value Support good improve my opinion cause segment 3: fair traders
Slide 19: I bet I can buy anything with this stuff! introducing segment 4: show-me-the-moneys
Slide 20: the profile: INTRINSIC EXTRINSIC 14% of online world Chance at Cash Per SELF Interesting Cash/Prize Survey money matters big Enjoyable time, other Reward motivations way less Curiosity important skews bimodal with respect to age, Asked to with bigger participate percentages of both Make opinion younger and older count groups, also more Help educated OTHER organizations Others value Support good improve my opinion cause segment 4: show-me-the-moneys
Slide 21: Segmentation Highlight The overwhelming majority of online panel members are not in it just for the cash or some cash “equivalent”. Fully 86% of panel respondents are significantly motivated by largely intrinsic factors in addition to the monetary components.
Slide 22: But what does mean for those who manage online research consumer panels?
Slide 23: Study Implications A few thoughts about the implications of this research for consumer panel design and management… The more research appeals to a range of known motivators, the more online panel members will engage and participate more regularly in research. This will also lead to reduced panel member drop- out.
Slide 24: Study Implications Cost effectiveness argument In the context of panel management, extrinsic or monetary rewards “cost” more than intrinsic ones. This is because monetary costs are typically a driver of significant variable (i.e. per complete) costs for panel management. Intrinsic motivators, on the other hand, can be managed with largely fixed-cost investments (i.e. per panel, not panel member). So there is an enormous potential for economy of scale. Managers can think little or big .
Slide 25: Study Implications Think Little: Simple small things such as “thanking” respondents in innovative ways or in pro-actively letting them know about positive impacts of their feedback will enhance member satisfaction. Think Big: State-of-the-art panels can take advantage of innovative tools coming out of the Web 2.0 world that facilitate interaction and expression in their panels to even greater effect.
Slide 26: Whether one thinks little or big, now or later, all marketing research industry players have a vested interest in listening to what people are telling us. Much depends on doing research online “right” going forward.
Slide 27: We hope you enjoyed the show! Prophis eResearch For more information please contact Stuart Hemerling shemerling@prophis.com
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