Panel quality remains the Number 1 concern of market researchers worldwide. With response rates constantly declining, respondent interaction is now front and center of today’s industry debate. Not only are best practices a must in survey design, frequency of contact and incentive programs, but effective solutions are also needed to boost respondent engagement.
GMI (Global Market Insite, Inc.) have been working with Engage Research over the last 18 months conducting an extensive program of research, exploring various techniques for improving the level of engagement of respondents participating in online surveys and measuring the impact these techniques can have on the quality of research data.
These experiments have included investigations into the impact of wording and language comma, the use of interactive animation techniques and visuals to engage respondents comma, looking at the value of using more interactive questioning approaches comma, the application of projective role playing methodologies comma, and the basic application of social psychology techniques in the construction of surveys.
This paper will present the results of this program of research and show the significant impact that making surveys more engaging can have at improving the quality of response from online respondent. It will also reveal some of the new techniques and methodologies that have emerged from these experiments including new more qualitative research approaches, and feature examples of how some of these techniques are now being put into practice with real clients, including Sony Music and Kimberly Clarke.
Audience takeaways:
• Understanding the impact that the lack of emotional engagement from respondents can have on the quality of data from online surveys and survey completion rates
• Practical solutions for improving the level of respondent engagement in online surveys
• Research evidence showing the benefit these improvements have in terms of data quality and improved completion rates
• Examples of how the discoveries can be put in to practice and some new online techniques that have emerged out of this research