Secondly, what if we are transparent about who the survey is can be convinced that creating great surveys is good for for and give participants a great experience? Will survey- brand equity, then the demand for Ȋbadȋ surveys will takers, in that case, think positively about the brand and, decrease, enabling the industry to deliver better insights back therefore, will research become a positive contributor to to their clients more efficiently…a virtuous circle. 2 long-term brand equity ? If that is the case: Fortunately, enough of the leaders we talked to had the courage and the foresight to buy into this vision and the GRBN Participant Engagement Initiative was born. WHY WOULD CLIENT-SIDE They also had the generosity to sponsor the initiative, which RESEARCHERS WANT TO CREATE enabled us to spend the time necessary to drive the project EXPERIENCES WHICH DAMAGED THEIR forward. Since that day in Utah, more and more companies CATEGORY OR WHY WOULD THEY NOT have come on-board the initiative, either contributing money, WANT TO CREATE EXPERIENCES WHICH their time, or other resources to the project. By the time the Handbook was launched, one year later, more than 30 CREATE POSITIVE BRAND EQUITY? companies are involved. Over the last 12 months, the partners have participated in Marketers across the globe are very much focused on workgroups, conducted research-on-research, collected delivering great customer experiences across all touchpoints. metrics data, and contributed to the Handbook. This Handbook is the fruit of all those efforts and we are From a customer’s perspective, a survey, or any other type of research, is just another touchpoint with the brand. From the extremely grateful for the support and active contributions of brand’s perspective, it is either an opportunity gained or lost all our partners. to create value for customers and build brand equity. Two years on from the start of the journey, I led a panel Armed with our data and these thoughts, we invited a group session on Participant Engagement at Insight Association’s of industry leaders attending the CASRO Annual Conference Next Conference to a standing-room only audience. I could in Park City, Utah, in October 2016, to a breakfast meeting. sense a clear shift in attitudes towards the issue and believe The intention was to get these industry leaders to take the sector is now ready to seize the moment and take the collective action. They immediately understood that if clients collective and individual actions needed to improve the user experience and participant engagement. 2 Our latest research shows that this is indeed the case. See Tip 62 for details. © 2017 GRBN Participant Engagement Handbook | 16 © 2017 GRBN Participant Engagement Handbook | 17