Market research incentives can vary widely—and for good reason. The type of study (qualitative or quantitative), the time commitment, and the specific respondent criteria all play a role in determining the most effective reward.
Offering the right incentive isn’t just about being generous—it’s a smart strategy to boost response rates and even reduce overall research costs. (Yes, really. Here’s why: Higher Rewards Can Equal Lower Market Research Costs.)
To better understand what works best, our market research company recently ran a study exploring how different rewards and email survey invitation tactics impact participation and data quality.
So, what incentive do respondents actually prefer? Let’s dive in.
Market research incentives are rewards offered to participants in exchange for their time and feedback in a study. These incentives can take various forms, such as cash, gift cards, sweepstakes entries, or product samples. The goal is to motivate participation, improve response rates, and ensure higher-quality data. Incentives are often tailored based on the study type, length, and target audience.
Let’s face it—people are busy. Asking someone to take time out of their day to answer survey questions or join a focus group can be a tough sell. That’s where incentives come in.
Offering a reward, whether it’s a gift card, cash, or a chance to win something, shows participants that their time and opinions are valued. Not only does this boost participation, but it also improves the quality of the feedback. People are more likely to take the task seriously when there’s something in it for them.
Incentives are also a great way to reach those harder-to-find audiences—like executives, medical professionals, or niche consumer groups. And once they’re in, incentives help keep them engaged so they actually finish the study instead of dropping out halfway through.
Bottom line: a thoughtful incentive strategy can make all the difference in the success of your research.
If you’re wondering what type of reward motivates people to complete a survey, the answer is clear: respondents overwhelmingly prefer the chance to win a $100 Visa gift card. Why? It’s flexible, easy to use anywhere, and can cover everything from meals to household bills—or even be donated to a charity of their choice.
This insight came directly from a study our team at Drive Research conducted to better understand which types of survey incentives and email invitation strategies generate the highest response rates.
We launched a multi-phase survey project aimed at answering several key questions:
Let’s break it down.
To start, we tested four different email bodies—all with the same subject line—to see which approach led to the highest completion rates:
Email 2 came out on top with a 15% response rate, followed closely by Email 4 at 14%. These two formats struck the right balance between transparency and brevity, making them top contenders for future campaigns.
We then tested five different subject lines across 10 more email campaigns using both Email 2 and Email 4 formats. The subject lines were:
The top-performing combinations were:
When we asked participants to rank various incentive options, the results were telling. Across all age groups, education levels, and survey experience levels, the most and least appealing options were consistent:
Respondents loved the Visa gift card for its flexibility—usable almost anywhere, for anything. Many also appreciated that it could indirectly support a charitable cause of their choosing.
The survey included 12 questions and took respondents 5 minutes to complete.
To establish insights on the demographics of the respondents, the following questions were asked: age group, employment status, the highest level of education, and gender.
Here is a breakdown of the survey’s respondent profile:
Our team has the knowledge and tools to design a robust market research study, should it be the right fit for your business.
Interested in learning more about our market research services? Contact Drive Research today.
