One compelling reason people participate in research studies is the opportunity to contribute to product development and innovation. Participants truly value the chance to provide feedback that shapes the future of products and services they care about. This sense of contribution is heightened when they see their input reflected in finalized products, reinforcing their pride in contributing to the innovation process.Another participant said: “I enjoy being part of the development process of the things that we’re looking at and testing. I feel like some of the things we all talk about do provide value, and that products may get modified based on our feedback.”

Mix it up 

Engaging and diverse experiences are key to maintaining participant interest. Researchers should offer a range of experiences that are interesting and varied, breaking the monotony of daily routines. These experiences can include testing new products and technologies or participating in focus groups and interviews. Each study should present a unique scenario that requires participants to think critically, express their opinions, and interact with new concepts. Such engagements can be intellectually stimulating and enjoyable, making the research process a worthwhile endeavor beyond monetary rewards.

The Importance of Credibility

The credibility and legitimacy of the research firm conducting the study are crucial factors that enhance the participant’s experience and ease their apprehension. Trustworthy research firms ensure that participants feel their contributions are valued and their personal data is handled with care and confidentiality. This trust fosters a positive relationship between participants and research firms, encouraging repeat participation and long-term engagement with research, as well as encouraging word of mouth and referrals to other potential participants.

Being Part of Something Bigger

Overall, people often wish to experience a broader impact that transcends their immediate benefits. They want to become part of a thriving research community driving forward change and innovation. This collective effort benefits participants’ morale and contributes to real societal advancements. The knowledge that their participation helps improve products and services for the wider public instills a sense of altruism and communal responsibility, encouraging participants to return to chase that feeling.

So, while compensation remains a primary motivator, the full spectrum of benefits includes the opportunity to contribute to product development, the enjoyment of diverse and engaging experiences, and the credibility associated with reputable research firms. Involvement in research is not just about earning money; it’s about making a meaningful impact and being part of something larger than oneself. By recognizing and enhancing these aspects, we can ensure a positive and engaging research experience that fosters participant pride and satisfaction, ultimately leading to better data quality and more impactful research outcomes.

Enhancing Participants’ Experience Together

For too long, the experience of research participants has been overlooked. At L&E we are determined to give participants’ a voice, beyond the single research project. Together with our research partners, we conducted a study to understand what motivates people to not only sign up, but to continue to engage in research, and what pain points drive them from continuing to stay engaged in the research process.

This new blog series is an extension of our popular webinar “Consider the Consumer: Creating a Better Member Experience to Increase Qualitative Community Health.” It’s aimed at bringing our findings to life, and to be a wake-up call for the qualitative research industry; recognizing that while we do our best to elevate how participants are treated, the broader industry perception will continue to suffer unless other panel providers also commit to these changes. So, here’s our challenge to all providers to take bold steps in revamping their processes, ensuring that research participants are engaged, enhancing the quality of data and the reputation of our industry.

Before we dive deep into the findings, let’s start by setting the scene…

Why it’s important to understand participants?

Research participants are the lifeblood of qualitative research. Their opinions and insights drive the decisions that shape our products, services, and strategies across a plethora of advanced industries. However, the participant experience often leaves much to be desired. Lengthy screeners, low qualification rates, and a lack of transparency lead to frustration and disengagement, ultimately compromising the most important thing, data quality.

So, with our research we want to explore strategies to increase retention and reduce attrition by creating a better member experience within qualitative panels. Our hypothesis is that a better member experience increases engagement and retention leading to higher data quality.

Rules of Engagement

The relationship between panel size, incidence rate, and response or engagement rates is crucial for the success of the research. Engagement rate is measured over time, while response rate is specific to individual projects. Incidence refers to the proportion of respondents who meet study criteria. A large member base is vital for accessing diverse and niche segments, but as response rates decline due to survey fatigue and other factors, more invitations are required, perpetuating a cycle of low response and incidence rates. This affects research efficiency, cost, and data quality. To address this, rethinking panel engagement strategies is necessary, especially for low-incidence populations.

A new strategy for improved response rate

An average survey response rate for qualitative research can vary widely, typically ranging from 5% to 30%. At L&E, we’ve tracked our engagement rates, defined by the frequency with which our members interact with the L&E opinion site and complete screeners to qualify for studies. In 2018, our engagement rates were around 16%. After conducting in-house research and implementing member feedback, we saw an increase to about 23% in 2019. During the COVID-19 pandemic, engagement rates spiked to nearly 50%, stabilizing at 34% for 2020. As life returned to normal, engagement rates readjusted to about 17% in 2022 and then to 15% in 2023. These fluctuations highlighted the need for a new strategy post-COVID.

What influences response rate?

Several variables can cause response rates to be lower in qualitative research. One major factor is the incentive offered to participants. If the incentive is too low, especially for in-person research requiring travel, respondents may feel that the compensation does not adequately cover their time and expenses, such as traffic or gas. Additionally, the requirements for participation, such as completing homework, pre-work, or product testing surveys, can become burdensome. Transparency about these obligations is crucial.

Other factors that affect response rates include the specificity and sensitivity of the topic. When study descriptions are vague or when respondents are not given enough information, they may be less inclined to participate due to a lack of buy-in. Topics that are too sensitive or not of personal interest can also deter participation. For example, a vegan is unlikely to engage in a screener for a dairy product study. Screener fatigue is another significant issue; if respondents repeatedly attempt to qualify for studies without success, they may become disheartened and take a break from market research. To address these challenges, we are conducting in-depth research with our panel to better understand the factors influencing engagement and to refine our strategies accordingly.

Ready to learn more about participants’ motivations, legitimacy and credibility? Stay tuned for our next blog. In the meantime, check-out our webinar and hear directly from our experts.