The Future of Respondent Engagement:

Motivating Respondents to Participate in Market ResearchPresented by: Adam Froman

CEODelvinia

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About Delvinia

Our mission is to help companies and brands innovate and improve their digital customer experiences through the use of

data-driven insights, a customer-centric process, storytelling and

emerging digital platforms.

OUR STORY

FAST FACTS

since 1998, private company

1,200+ projects completed

50+ awards & recognition

200,000+ Online Research Community

Incentives HBC rewards, Aeroplan and Walmart

Members profiled on more than 500 variables

Mean response rate over 30%

AskingCanadians

1. Consumers don’t want to participate in market research.

2. Quantitative research will be dead in 10 years.

3. Methodological rigour is becoming irrelevant.

4. Easy access to new technologies allows digital marketers to replace market researchers.

The Myths

1. Social Revolution - Technology applications and tools have approached the adoption rates where consumers now control the conversation

2. Need for Speed – the time to conduct credible market research is not keeping up to the pace of the changing digital consumer

3. Pricing Pressures – With so many low-cost alternatives and short timelines, value of market research is being challenged

What is really driving this change

But what hasn’t changed is…We need to get messages out to consumers andwe need to collect feedback to derive insights.

Our Unique Perspective

Digital Design & Emerging Media

Digital Strategy & Planning

Customer Insight & Analytics

Voice of the Customer (VoC) Platforms

Customer Experience (CX) Programs

AskingCanadians™

The Customer Journey

91%feel it’s

important for brands to offer a

feedback channel.

Motivators: Improving Participation

Trust Privacy Reciprocity

TRUST

PRIVACY

69%

Acknowledge or reply

message

40%

Evidence that you took

action

31%Extrinsic

reward

RECIPROCITY

RECIPROCITY: Compensation for Time

Crowdsourcing

RECIPROCITY: Innovative Methods & Platforms

C-Sat Surveys Gamification

Mobile Data CollectionQR Codes

86%want to hear what

other customers had to say.

RECIPROCITY

Mobile Research

The integration of mobile and more engaging survey experience improves study enjoyment.

Non-Mobile

Mobile

29%

54%

59%

43%

9%

3%

Very Enjoyable Somewhat Enjoyable Not Enjoyable Not at all Enjoyable

Respondent Satisfaction

Q. How would you describe your experience with the overall study? Please consider all phases.

% - T2B

97%

88%

Mobile delivers deeper insights than non-mobile methodologies by leveraging memory elicitation and making it fun.

Why did you not buy this product?

Why did you consider this product?

Why did you purchase this product?

5

8

5

11

16

20

Mobile Non-Mobile

Average Word Counts: Open Ended Responses

300%

100%

120%

THANKS!

Adam FromanCEO, Delvinia

@adamfroman

linkd.in/adamfroman

bit.ly/googleplusadamfroman

afroman@delvinia.com

www.delvinia.com

corporate.askingcanadians.com