In the last several months, I’ve spent a lot of time discussing participant engagement and its impact on the market research industry with industry cohorts. Recently, I wrote about the Trust Survey for 2018 conducted by GRBN that found only 27% of participants trust market research companies and that 70% have had a bad research experience recently.
Rated at almost the same level of trust as social media companies and mobile phone operators, market research is struggling against increased negativity from participants towards brands mentioned in surveys and higher drop off rates.
With all of this in mind, I recently joined Andrew Cannon from GRBN and Baillie Buchanan from Research for Good in a webinar produced by Insights Association to discuss what we can do about these issues. In our presentation, we touched on some of the results from the Trust Survey, as well as four major areas in which companies in the market research industry can take action to improve overall engagement. Here are some highlights from that conversation.
It’s easy to think of participants as just another part of the survey process, rather than flesh and blood people with motivations and desires. To improve engagement, we need to not only recognize what motivates them to take surveys but also what we can do to better deliver on those motivations and help them realize their expectations. Here are a few of the key elements:
When you better understand the people in your study, you can motivate them and make the process more fun. Better yet, you can communicate those fun things in advance and encourage people to be more involved.
People like to not only feel like they are part of something important but to specifically see what their impact is. By sharing interesting results and findings with participants, you better engage them and share valuable feedback from their input.
Finally, make sure your participants feel appreciated. They’ve taken time out of their day and answered questions that will help you with your research. Let them know that their time and input is valued and that you will be putting it to good use.
I’ve been passionate about the importance of the participant engagement experience for years and am proud to now be a part of the industry’s efforts to make it better, led by GRBN’s ENGAGE MR program. InnovateMR has been named one of the first Corporate Champions in the program and we’ve been actively engaged in research on research and industry presentations to spread the word.
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