Background&Objectives
Arewardprogramisastructuredstrategyutilizedinresearchtofairlycompensate participantsfortheirtime,expertise,andcontributions.Theyarewidely consideredtobeaneffectivemeansofincreasingengagementandmaximizing retentionofstudyparticipants,whichaidsthesuccessfulcompletionofresearch¹ . Therearedifferenttypesofrewardsutilizedinresearch,fromcashpaymentsand giftcardstoprizedrawsandcharitabledonations.Thesuccessfulimplementation ofeachtypeofrewarddependsonseveralfactors,includingtheresearch methodology,thetypeofparticipantsandtheirattitudestowardsreward programs,andthedegreeofparticipationeffortrequired.
Theobjectiveofthisprojectwastogainabetterunderstandingofpatient attitudestowardsrewardprogramsbyexploringtheirperceptionsontheuseof rewardsindigitalresearch,includingtheirexpectationsandpreferences.
Methods
Individualsfromthegeneralpopulationwithanyself-reportedmedicalconditions wereinvitedtocompleteafive-minutebespokeweb-basedsurveycomprising questionsontheirdemographics,medicalconditions,andperceptionsontheuse ofseveraltypesofrewardsaspartofparticipationinadigitalresearchstudy. Participantswerealsoinvitedtoprovideanyadditionalfeedbackbefore submittingtheirresponses.
Results
Twenty-fourindividuals(meanage:44,range:24–72)completedthesurvey.A rangeofmedicalconditionswasreported,includingrespiratoryandneurological conditions.
Asshownin Figure1,cashpaymentswerethepreferredtypeofreward(n=9,38%), followedbygiftcards(n=7,29%).Whenaskedatwhattimepointtheywouldprefer toreceivetheirrewardofchoice,overhalfofrespondents(n=13,54%)reported thattheywouldprefertoreceivetheirrewardeachtimetheyperformeda rewardableaction,suchascompletingastudysurvey,ratherthanatsettimes.
Ifcharitabledonationwastherewardoffered,halfofrespondents(n=12)preferredto receiveupdatesabouttheirtotalcontributionsandhowtheywerebeingusedatleastonce everythreemonths(see Figure2).Whenaskedabouttheiropt-outpreferences,forty-two percent(n=10)ofrespondentswantedthechoicetoopt-outofreceivingrewards.Further, half(n=12)ofrespondentsreportedthatreceivingonereminderwouldbesufficient wheneveranewstudysurveybecameavailable.
Whenaskedhowmuchtheywouldexpecttoreceiveasarewardforcompletinga thirty-minutesurveypermonth,reportedfiguresrangedfrom0-100GBPper survey,with10GBPbeingthemostreportedfigure.Relatedtotheirmonetary rewardexpectations,severalrespondentsleftfeedbacktoexpresstheir willingnesstosupportvaluableresearchandprovideinformationfreelywithout anycompensation.
Discussion&Conclusions
Offeringrewardsisanexpressionofrecognitionandgratitudefortheeffort involvedinresearchparticipation.Understandingattitudestowardsreward programsispertinenttomaximizingtheirsuccess.
Asshownbythefindingsofthisproject,thereisnoone-size-fits-allapproach torewardprograms.Perceptionsontheuseofrewardprogramsindigital researcharevariedandlikelyinfluencedbyarangeofindividualand contextualfactors,includingpersonalinterestintheresearchaimsand outcomes,easeofparticipation,expectedtimecommitment,andtypeof rewardoffered.
Assuch,whendesigningandimplementingrewardprogramsindigital research,considerationofthetargetpopulation’spreferencescouldplayan importantroleinimprovingengagementandincreasingrecruitmentand retentionrates.Tailoringrewardprogramstomeetthepreferencesofthe targetpopulationisparticularlyimportantforlongitudinalstudies,where consistentandeffortfulengagementiscrucialtothecontinuationand successoftheresearch.
References
¹GöritzAS.IncentivesinWebStudies:MethodologicalIssuesandaReview.IntJInternetSci. 2006;1(1):58-70.
Figure2: Preferredfrequencyofupdatesregardingcharitablecontributions Figure1: Percentageofpreferenceforrewardtypes“Cashorcredit?”Feedbackfrompatientsontheuseofrewardprogramsindigitalresearch