ThoughT the GReAt InCentIVe eXPeRIenCe leadershIp Nowadays, marketers often create ambassador or advocate programs that bY SCottY GReenbuRG create a community of customers around a specific brand. These programs Tango Card ask members to complete tasks, such as sharing content, writing testimo- nials, and making referrals. The most successful programs are consistent in both publishing tasks for program members and how much an advocate can earn over a given period. It’s important to think about the incentive experience. This year’s research indicated increased engagement and data quality when doubling the amounT value of an incentive, but at the same time, fewer than 50% of respondents There’s no question that members of the research industry are strongly felt “the reward was fair for the effort.” Improving the user experience of a urging an increase in overall incentive amounts. When it comes to choos- survey also increased engagement and data quality. So, it stands to reason ing how much to compensate participants, consider that doubling the in- that you’ll see stronger engagement when you focus on both determining centive created an increase of 6% in willingness to take another survey for the right incentive amount and improving the incentive experience! shorter survey takers (82% to 88%) and an increase of 12% for longer survey takers (78% to 90%). Three elemenTs of The IncenTIve experIence This seems to connect with the finding that doubling the incentive also expecTaTIons created a 10% increase in feeling their participation was valuable and a Any great user experience includes clearly set expectations. Clearly com- 13% increase in feeling the reward was fair. However, even after a 13% in- municating how long a survey will take, how much is left to complete, crease, only 45% of participants felt the reward was fair for the effort. When and if there are more surveys to take has become best practice. Doing the it comes to engagement, 88% of shorter survey takers and 90% of longer same for incentives should also become best practice. Creating consisten- survey takers said they would take another survey—suggesting that the cy around how much a respondent can earn and how regularly they can double incentive is probably much closer to a “fair” amount than the 45% earn will keep them coming back. would suggest. ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 17