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How have you increased the 'incidence rate' in your market research studies?
In any market research initiative, the incidence rate (or the frequency with which a qualified respondent agrees and completes a survey) translates directly to the efficiency, time-frame, data integrity, and overall costs of a project. What's the most effective way you've found to improve your incidence rate? Incentives? Outsource recruitment to a panel? Extend the time-frame? Increase recruitment resources internally? What else? Any feedback is helpful!
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3 Answers
I think Daniel's point implicating "format fatigue" is spot on. We (internet weary) surfs have become so averse to the form filling process in general that there is now an array of products to do name & address etc. for us. With surveys you are adding the cognative load of analyzing questions, introspection and evaluation of personal perspectives and committing to a position/answer - easy to get to opt-out. Obviously, the shorter the form the better.
Maybe there is potential in this problem for a shift in how you present questions and get answers. Consider developing topical blogs or Twitter followings where you can pose 1 or 2 questions at a time. Stretch out the questionair.
One of the benefits of these platforms is that incentive is built in i.e. the members are "owners" of the forum and they want to be heard. Yes, there may be some problems with the statistical inference but this form of "coming to know" may have more ongoing value since you can develop a more robust profile of the members (respondents) over time.
Hi Jessica,
In my experience so far - mostly CAWI - increasing incentives did the trick only for some specific hard-to-get targets, such as doctors or business decision makers. Also, increased incentives, is a solution that still works for some new markets in the online market research world, such as CEE or BRIC, but it's already an outdated approach for highly developed countries..
Other than increasing incentives, the best alternative is struggling to making the entire respondent experience as pleasant and interesting as possible. Consumers need to really feel it worth sharing an opinion, they need to feel important and valued for their knowledge. If you can pass this message to them then incidence rate is likely to increase.
Last but not least I believe collecting data with pretty much same tools used 5 years ago cannot do good to incidence rate. Talking about CAWI, questionnaire design can be an important driver to make someone fill in study. I'd say these days is naive to think you can keep incidence rate at high levels using same questionnaire look&feel several years in a row. Technology is moving fast and you need to keep up with it.
Hope this helps.
Best,
Daniel
Jessica,
I must say that without the context of what type of research you are doing, it is hard to answer your question. In malls you can sight-screen for men vs. women, certain age groups or ethnic backgrounds, etc.
Perhaps your client has customer lists that improve your hit rates on phone or mail surveys. Or maybe there is some way to target your lists by geography - e.g., Survey Sampling could target higher income neighborhoods if you are looking for those who might be buyers of expensive or luxury items.
In the online world, there are plenty of panel suppliers and every panel has lots of profiling informaiton to help you. However, sometimes the group you need to screen for is time-sensitive and the profiling information goes out of date.
In cases like this you just have to get creative. One of our clients sells products targeted at new moms. It is very difficult to find women who are in their third trimester or who have had a baby in the past six months. But they did have questions in their profiling questionnaire about life changes experienced in the past year and planned in the coming year. Answers included, graduated college, buying a house, getting married, child going to college, etc. In this particular case, we targeted the women who said they were planning on having a baby in the coming year. While everyone who plans to do something doesn't necessarily, for a variety of reasons, this particular tactic took our incidence from
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