Benchmarking the User Experience by Jeff Sauro

Author:Jeff Sauro
Language: eng
Format: mobi
Published: 2018-08-14T16:00:00+00:00

Be sure you have a survey quota. Some surveys can fill fast, and you don’t want to be on the hook for 2,000 payments if you only budgeted for 1,000.

If you have to oversample (because of rejecting poor-quality responses), you will likely have to decide whether to compensate all or just the responses you thought were worth retaining.

If you’re running a lottery, you’ll again want to consider the costs of obtaining the incentive and shipping costs if applicable. And if you’re using discount codes, be sure that’s factored into your actual sales margin.

10. Money or gifts can present more legal issues.

Not everyone can receive money or gifts. Physicians, radiologists, and government employees are among the many participant types who are often not allowed to receive money at all. Also, some industries are not permitted to give money or gifts. For example, there are rules against pharmaceutical companies paying doctors, even nominal gifts, due to the potential conflict of interest.

11. Appeal to the interest of your participants.

If the participants feel like their voice will make a difference, you may not need any incentive. This is especially the case if your survey is generally short (think under 10 minutes). For example, if a customer feels like their opinion will help improve a product or service they use, they’re more likely to participate in your benchmark study. Or if you have a passionate group of users, (e.g., non-profits), they will likely provide their opinions at much higher rates.

12. Money may also hurt response rates.

Not only does compensating hit the bottom line, in some cases, it may negatively affect your response rate. It may seem like offering an incentive is a no-brainer way to get more people to participate. But money is not just like any other type of incentive; people treat it differently.

If your participants are already intrinsically motivated to provide their feedback (e.g., because they believe in your cause or product), offering money can backfire. There’s less research on this effect in survey incentives, but it’s a well-documented effect in many other contexts.

13. Don’t coerce.

While it’s generally less of a concern for benchmarking studies, there is often a concern about incentives being coercive, especially for certain disadvantaged populations. In the event you are surveying an economically disadvantaged group, be sure your incentive isn’t coercing people to feel they need to respond in order to get a service, for example.

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