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Do People Join Panels Simply for the Money?

Ever wonder what makes panelists tick? Why do they sign up? Is it a money-grab?

It is well known that incentives do enhance response rates with self-completion surveys, including online methods. However, it has been suspected that rewards are not the only reason for motivation. Some research has shown that non-financial rewards, such as curiosity can be important for panelists.A recent white paper by Pete Comley's, Understanding the Online Panelist, attempts to answer the age old question why panelist participate. The results found a wide spectrum of reasons that can be summarized into four general areas; "Helpers", "Professionals", "Opinionated" and "Incentivised".

The largest group was the "Opinionated" at 35% who are characterized as being motivated by having their views heard and will sometimes do surveys without reward. The second largest group at 30%, was the "Professionals" who are strongly motivated by financial rewards but willing to do shorter surveys daily. The "Incentivised" group at 20% is particularly motivated by offers and will occasionally do surveys without rewards. Finally, the "Helpers" group makes up 15% of panelists and enjoys doing surveys without payment.

The conclusion of the paper outlines that panels should offer a variety of incentives to ensure that no matter what group the panelists belong to, they are motivated to complete surveys.

If you would like to read the white paper, click here.

Vision Critical has a team of panel experts who evaluate the best variety to meet a client's research goals for both recruiting and maintaining happy panelists. Contact Julie Romas (e: julie.romas@visioncritical.com / p: 604.647.3557) to learn more.

Posted on April 11, 2007
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