SampleCon 2017 was one part party and two parts Market Research magnificence! We may have thrown the opening party, but the speakers and panels threw down some serious Sample knowledge. The main thrust this year was participant experience driving real sample – and we feel that manifested in three themes:
Part of the Tango Card team in NOLA for the SampleCon 2017 opening party.
Where are the people? Mobile
People are moving away from snail mail and their desktop computer faster than ever. Researchers need to connect with a large chunk of people who primarily connect to the internet on their laptops, tablets, and mobile devices. Before doing anything else, researchers and sample providers need to optimize the entire participant experience for mobile. That’s step one!
How do they engage? Gamification & Incentives
Offering a way for survey responders to earn recognition, bank points, and earn rewards is a necessity for engaging participants. It is a fair value exchange for their time, effort, and reduction of privacy. Digital rewards, specifically e-gift cards and digital prepaid cards, have taken hold quickly because they work excellently in a mobile optimized landscape and you can deliver small perks for permitting more behavioral data collection. Check out how this company increased survey participation by 81-100% with digital rewards.
Go a step further – Customization
User experience and survey design is a big part of high survey participation numbers. Observing behavioral data can fill in gaps in surveys as well as lead to better surveys next time around. A step further, geo-targeting and geo-fencing allow for researchers to target users based off their geographical area and interests or even when they enter a specific business. Take advantage of the mobile setting and the wonderful amount of data to raise engagement.
With mobile finally a foregone conclusion and the increased utilization of gamification and personalization, the market research industry is clearly advancing participant engagement tactics. We believe the use of small incentives and incentive catalogs can support these new engagement tactics at the same time as making incentives much easier to manage.
Written by Kasia McCormick
Kasia may be a fresh face on the Tango Card marketing team but her background in hospitality and PR make her the total package when it comes to telling Tango Card customers’ stories and organizing our customer advocate program. She also blends perfectly on the marketing team, where the two main themes are German Shepherds and tequila.