While digital technologies have fundamentally changed the way companies can capture the voice of the customer, the challenge is to understand the underlying motivation for consumers to participate in market research in the digital age. Given this changing environment, Delvinia wanted to understand how to motivate Canadians to share their opinions. We partnered with Ryerson University and secured funding from the Canadian Federal Economic Development Agency to undertake a study using AskingCanadians, our proprietary online research community, to fundamentally understand the motivational drivers to engage consumers to participate in research. Delvinia CEO Adam Froman worked with Dr. Mary Foster, Professor of Marketing at the Ted Rogers School of Management, to look at why people participate in market research from the participant’s perspective. In this presentation, Adam shares the findings of this groundbreaking research and examples of how this knowledge can be applied to increase participation rates.

1. The Future of Respondent Engagement:
Motivating Respondents to Participate in Market Research
Presented by: Adam Froman
CEO
Delvinia
Remember: You can ask questions at any time by
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2. About Delvinia

3. OUR STORY
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.

4. FAST FACTS
since 1998, private company
1,200+ projects completed
50+ awards & recognition

5. AskingCanadians
200,000+ Online Research
Community
Incentives HBC
rewards, Aeroplan and
Walmart
Members profiled on more
than 500 variables
Mean response rate over 30%

7. The Myths
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.

8. What is really driving this change
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

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

10. Our Unique Perspective
Customer Insight Digital Strategy Digital Design
& Analytics & Planning & Emerging Media
AskingCanadians™ Customer Experience (CX) Voice of the Customer
Programs (VoC) Platforms

11. The Customer Journey

12. feel it’s
91%
important for
brands to offer a
feedback channel.

13. Motivators: Improving Participation
Trust Privacy Reciprocity

14. TRUST

15. PRIVACY

16. RECIPROCITY
69%
40% 31%
Acknowledge Evidence that
or reply you took Extrinsic
message action reward

17. RECIPROCITY: Compensation for Time

18. RECIPROCITY: Innovative Methods & Platforms
QR Codes Mobile Data Collection
C-Sat Surveys Gamification
Crowdsourcing

19. RECIPROCITY
86%
want to hear what
other customers
had to say.

22. Mobile Research

23. The integration of mobile and more engaging survey
experience improves study enjoyment.
Respondent Satisfaction
Very Enjoyable Somewhat Enjoyable Not Enjoyable Not at all Enjoyable % - T2B
Mobile 54% 43% 3% 97%
Non-Mobile 29% 59% 9% 88%
Q. How would you describe your experience with the overall study? Please consider all phases.

24. Mobile delivers deeper insights than non-mobile
methodologies by leveraging memory elicitation and
making it fun.
Average Word Counts: Open Ended Responses
Mobile Non-Mobile
Why did you purchase this 20
300%
product?
5
Why did you consider this 16
100%
product?
8
Why did you not buy this 11 120%
product?
5

25. THANKS!
@adamfroman
linkd.in/adamfroman
bit.ly/googleplusadamfroman
afroman@delvinia.com
Adam Froman
CEO, Delvinia
www.delvinia.com
corporate.askingcanadians.com