Incentive ideas for market research and user research

Part of User Research Resources Hub — see 12 market research and usability viewing facilities and how to create your own research panel as well as 10 research panels for quantitative research and 15 participant recruitment companies in the UK

Offering incentives that are useful to participants and attract the right types of users to your research, is really important for the reputation of your research

Imagine someone offering you a gift card incentive for taking part in a 1-hour interview and it’s for a store you’d never use. Incentives matter and there is such a vast range of digital incentives with no or low fees for purchasing them these days and many can be delivered digitally and instantly.

Let’s talk about a range of digital incentives that you could offer your participants.

We’ll also reveal our favourite.

Virtual visa cards

Virtual Visa cards are digital versions of traditional Visa cards, which are one of the most widely used payment methods globally. Unlike physical cards made of plastic, virtual Visa cards are entirely digital and do not have a physical presence. They contain the same card information, such as the card number, expiration date, and security code, but they are stored electronically and can be used for online purchases and transactions.

Virtual Visa cards are typically delivered to recipients through email or other electronic means, making them convenient and accessible for online use. They offer several advantages over physical cards, including ease of distribution, reduced risk of loss or theft, and the ability to be used immediately upon receipt.

Here’s why virtual Visa cards are a good market research incentive:

1. Broad Acceptance: Virtual Visa cards are accepted by a vast majority of online retailers, service providers, and e-commerce platforms worldwide. This makes them highly versatile and appealing to a broad audience, increasing their attractiveness as an incentive.
2. Customizable Values: Market researchers can choose the value of the virtual Visa cards they offer as incentives, allowing them to tailor the reward to the desired level of participant motivation. This flexibility can help attract a wide range of participants to the research study.
3. Instant Gratification: Participants receive virtual Visa cards immediately upon completing the research activity or survey. The instant gratification factor enhances participant engagement and encourages timely response rates.
4. Convenience and Flexibility: Recipients can use virtual Visa cards for various online purchases, subscriptions, or bill payments, providing them with the flexibility to spend the reward according to their preferences.
5. Global Reach: Virtual Visa cards are not limited by geographical boundaries and can be used internationally. This is particularly beneficial for market research studies that target a global audience, as it ensures that the incentive is accessible to participants worldwide.
6. Reduced Administrative Overhead: Compared to physical rewards, virtual Visa cards save time and resources by eliminating the need for physical distribution, shipping, and tracking. This reduces the administrative burden on researchers or survey administrators.
7. Secure and Traceable: Virtual Visa cards are secure and traceable, minimizing the risk of fraud or misuse. Researchers can easily track the issuance and redemption of virtual cards, ensuring proper reward distribution.

Virtual Visa preloaded cards serve as an attractive market research incentive due to their widespread acceptance, instant delivery, and flexibility in usage. They can help boost participation rates, gather more accurate data, and ensure a successful and effective market research study.

Amazon electronic gift cards (or physical ones!)

An Amazon gift card is a prepaid card with a specific monetary value that can be used for purchases on Amazon.com, one of the largest and most popular online marketplaces in the world. Amazon gift cards come in digital or physical formats, and the digital version is often referred to as an “Amazon e-gift card.”

Here’s why Amazon gift cards are good incentives for market research participants:

1. Wide Appeal: Amazon is a widely recognized and trusted brand with a vast selection of products, ranging from electronics and books to household items and clothing. The appeal of Amazon’s extensive product catalog makes the gift cards attractive to a broad range of participants.
2. Customizable Values: Market researchers can choose the value of the Amazon gift cards they offer as incentives, providing flexibility to align the reward with the effort required from the participants. Different research activities or surveys may warrant varying incentive amounts, and Amazon gift cards can accommodate those differences.
3. Instant Gratification: Digital Amazon gift cards can be delivered instantly via email, providing immediate gratification to participants upon completing the research task. This quick reward delivery can enhance participant motivation and response rates.
4. Ease of Use: Participants can easily redeem their Amazon gift cards by entering the card code during the checkout process on Amazon’s website. The process is straightforward and does not require any additional steps or registrations, making it a hassle-free experience for the recipients.
5. Variety of Purchasing Options: With millions of products available on Amazon, participants can use their gift cards to purchase items they genuinely desire or need. This freedom of choice ensures the incentive is relevant and appealing to a diverse group of participants.
6. Global Availability: Amazon operates in multiple countries, which means Amazon gift cards can be used by participants in various regions. This global availability is especially advantageous for market research studies that target an international audience.
7. Convenience and Safety: Amazon gift cards eliminate the need for researchers to handle physical rewards, reducing administrative overhead and the risk of lost or stolen items. Additionally, participants can safely use their gift cards online without worrying about the security of their financial information.
8. Versatility: Amazon gift cards are not limited to specific demographics or interests, making them suitable for a wide range of market research studies across various industries.

Amazon gift cards offer a combination of brand recognition, flexibility, ease of use, and a vast array of product choices, making them attractive incentives for market research participants. They can boost participation rates, ensure higher-quality data collection, and contribute to the overall success of a market research study.

PayPal payments

This is our favourite, it gives participants the most flexibility to spend their incentive as they wish.

PayPal is a popular online payment platform that allows users to send and receive money electronically. It enables individuals and businesses to make secure transactions without sharing sensitive financial information directly with the recipient. PayPal can be used for various purposes, such as online purchases, bill payments, and money transfers.

Here’s why sending money via PayPal is a good idea for market research participants:

1. Security: PayPal is known for its robust security measures, including encryption technology and fraud protection. When participants receive money via PayPal, their financial information remains confidential, reducing the risk of identity theft or unauthorized access.
2. Convenience: PayPal offers a user-friendly interface, making it easy for participants to create an account and receive money. Once the money is received, they can choose to keep it in their PayPal account or transfer it to their bank account for easy access.
3. Instant Access: Unlike physical checks or mailed gift cards, which may take time to arrive, PayPal transactions are usually instant. Participants can access their funds immediately after receiving them, which enhances the satisfaction and motivation of research participants.
4. Wide Acceptance: PayPal is widely accepted in numerous countries and online platforms, making it a versatile payment option. Participants can use their PayPal balance to make online purchases, pay bills, or transfer money to their local currency.
5. Global Reach: PayPal operates in various countries and supports multiple currencies, making it suitable for market research studies that involve international participants. This global reach ensures that participants from different regions can receive their incentives easily.
6. Flexibility: Once participants receive money in their PayPal account, they can choose how to use it. They may spend it directly, keep it as a balance for future transactions, or transfer it to their bank account for other purposes.
7. Reduced Administrative Overhead: For market researchers, sending money via PayPal eliminates the need for physical distribution of rewards, saving time and resources. Additionally, PayPal provides a convenient way to track transactions and incentive distribution.
8. Virtual Environment: As many market research studies are conducted online, using PayPal aligns with the digital nature of the research. Participants are already familiar with online transactions, making PayPal a seamless and efficient method of delivering incentives.

Sending money via PayPal for market research participants offers security, convenience, and flexibility. It simplifies the incentive distribution process, ensures timely rewards, and enhances the overall participant experience, leading to higher engagement and better-quality data collection for research studies.