Why is knowing participants’ reasoning for taking part in studies so important?
We know that research wouldn’t exist without its participants, which is why it’s so important to know how to recruit them successfully and build strong relationships. By knowing the reasons behind their decision making, researchers can build effective recruitment strategies that appeal directly to the participants.
One of the core reasons why Ayda was founded was because of the current ‘participant crisis’ facing the industry. Participants have fallen to the bottom of the priority list for too long, making them less willing to take part in research, and in turn harder and more expensive to recruit. The 2017 GRIT CPR Report found that only 25% of all research respondents around the world are satisfied with their experience when taking part in research.
Creating a participant-first approach is vital for successful, ethical, and responsible research and understanding why participants take part is a hugely important part of that.
Our CEO Shifra recently hosted a webinar about the participant crisis and how Ayda helps establish and guide a participant-first research approach. If you’re interested in learning more about the participant crisis you can do so here.
Top 5 Reasons Why Participants Take Part in Research:
Here at Ayda, we pride ourselves on being a participant-first company. We recently surveyed over 1,200 participants that have completed our participant journey so we could understand more about participants and what motivated them to take part in research to further develop our relationship with those who use our platform.
So let’s get into it, here are the top five reasons why participants take part in research:
Participants' top reason for taking part in research is out of interest in the subject matter being discussed. This is great news for the industry and the accuracy of research, as participants are giving insight into areas of their lives they care about. This is not unlike Greenbook’s findings that for over a third of participants, knowing the brand or sponsor of the research positively impacted their willingness to take part.
This might not come as much of a surprise to anyone, but earning a reward for participation ranks highly on reasons to take part. This could be cash, a voucher or even a gift. Although Ayda is incentive agnostic, we see approximately 95% of participants claiming cash incentives through the platform. Incentives can vary depending on the type of research, industry, and geography of participants. Our findings align with those of the 2017 GRIT CPR Report which found that a third of all participants have said earning a reward is their primary reason for taking part in research.
Participants generally enjoy taking part in qualitative research. While our research was conducted with participants who have taken part in qualitative research, it is important to ask if it is the same for those who take part in quantitative research to understand the connection between the type of research and the level of enjoyment. The design of the research is found to have affected participants willingness to take part. There are quite a few aspects of research design that can influence a participants’ initiative to take part in research. This could be the length, the incentive amount, or the style of research among others.
If you’re conducting research about a product or service, chances are that the participants are interested in learning about your new additions to the market! By creating an enjoyable environment for participants, they will be more likely to willingly spend time learning and discussing new products and services.
Lastly, participants are interested in helping to shape important decisions. By taking part in research studies, participants feel they have a voice in important outcomes. By designing research that is not only financially motivating but also motivating in other ways, the participant experience will be improved for all participants.
Sources: 2017 GRIT CPR Report, 2017 GRBN Building Public Trust Programme