Finding the right incentive strategy for focus group participants is often a trial-and-error process. Since the topics are often quite specific, the challenge is to find both participants who are qualified for the discussion and eager to participate. The right incentives will help make participating in a focus group a rewarding experience and ultimately keep them coming back. Consider the audience, budget, and overall goals to get this right. So, how do researchers choose the right focus group rewards? Let’s explore how to incentivize focus groups properly to help yield better results.
Defining the process
Choosing the right incentives for focus groups depends on several factors. Nowadays, focus groups are either virtual or in-person, and since each represents a unique time commitment, the incentives should match.
Frank Kelly, Market Research Practice Lead at Virtual Incentives, says, “There should be a pretty sizable premium for people that have to drive and go to a facility versus those who just have to meet virtually.”
The right and best incentives depend on the type of focus group and the type of consumer.
Understanding the audience
The right rewards strategy needs a well-profiled audience where general qualifications are known in advance. Highly specialized audiences expect higher incentive levels.
For example, B2B and Health Care professionals want monetary compensation such as PayPal, bank transfers or Visa or Mastercard. Conversely, for B2C focus groups, gift cards, free items, or discounts may be more attractive incentives.
Matching incentives to the audience – that’s the key to getting people interested. Of course, factor in things like who you’re after and how sensitive the topic is. Nailing the right perks can make all the difference.
Read More: Survey Incentives and Amplifying the Respondent Experience
Setting expectations
Set the expectations of what participants should plan on regarding time commitment and how they will be incentivized.
Communicate with participants to explain the incentive amount and the types of incentive offered and requirements such as the need to actively participate or, for example, be on camera.
“You have to have a good explanation for why you need them to do certain things to optimize the value of their input,” said Frank.
Building trust
Some participants may not feel comfortable being on camera or sharing their honest opinions. So, reassurance is key. A little creativity goes a long way in establishing trust and rapport with focus group participants. For example, Frank creates animatic storyboards explaining the purpose of the focus group. This lets participants know what to expect and gives them peace of mind when it comes to privacy.
Trust, in addition to attractive rewards, ensures an experience where they’re comfortable sharing their thoughts or impressions.
“It’s important for researchers to have trust to get honest answers from people,” Frank emphasizes.
Managing the risks involved
Naturally, there are risks associated with incentivizing focus groups. As Frank notes, “High incentives can attract people that will try to qualify even if they lack the required experience. A number of different validation checks are employed to ensure that you get the right people into the group. This can involve background checks on Linked-in, ID validation for doctors, or phone calls to ask some in-depth pre-qualification questions.
On the other hand, under-incentivizing risks low participation rates or attracting a biased sample that doesn’t accurately represent the target audience. This can result in a poor discussion with vague inputs by certain participants, undermining the validity of the research.
Researchers can develop a rewards strategy by carefully considering these factors and continuously refining their approach. So, the strategy can attract genuine participants while maintaining the integrity and cost-effectiveness of the focus group.
Balancing incentives with budgets
Incentives cost money. So, the process requires determining how much to spend on focus groups and the related incentives. Naturally, the goal is to maximize participation and engagement while staying within budget. Of course, there are ways to optimize the budget and still get good results.
When working with limited funds, explore creative incentive ideas. For instance, implementing a loyalty program where participants receive rewards for completing profiling activities can encourage repeat participation without significantly inflating costs.
In addition to the target audience, the focus group’s format also impacts budgeting. Since virtual sessions typically involve less inconvenience for participants, they can receive lower incentives than in-person groups.
To save on costs, some clients can provide a consumer database for recruitment. That saves money from procuring outside lists.
Finding the right rewards strategy within budget constraints can involve trial and error. Refine the approach over time to achieve the best results within financial constraints by carefully tracking participation rates, no-show rates, and participation quality data across different incentive levels.
Improving focus group rewards
We understand finding the right focus group rewards is an extensive process. So, it’s important to find the right balance between what will meet the goals, what works within the budget, and what is appropriate for the intended audience. That, in addition to fostering a safe, comfortable environment for participants can help ensure the best results are obtained.
Incentive strategies have many variables and can involve some trial and error. Gathering feedback on how effective the incentives were in attracting people, the quality of their participation and retention for future studies can help optimize the process. This helps identify where to allocate resources according to the overall costs, risks, and opportunities presented by focus groups. Ultimately, the right rewards strategy ensures you get the most out of your focus groups.