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AskingCanadians Report Identifies the Motivators for Participating in Online Market Research

by Susan O'Neill.

AskingCanadians and Ryerson University Release Groundbreaking Report Identifying the Motivators for Participating in Online Market Research

May 31, 2012 (Toronto, ON) – AskingCanadians, in partnership with Ryerson University, today released a groundbreaking report about the future of panellist engagement and the key factors that motivate consumers to participate in online market research.

As media has evolved, so too have the ways we communicate around the issues of importance to us. Over time, the market research industry has kept pace and reached consumers through the channels of most relevance to them. Marketers are using social networks to gain insight into consumer attitudes and behaviours. And, market researchers are struggling to ensure statistical significance when companies are relying on untraditional methods to make decisions.

Given this changing environment—and the fact that consumer participation in online surveys is declining – AskingCanadians wanted to understand how to motivate Canadians to share their opinions in online surveys.

The Future of Panellist Engagement: Motivating Consumers to Participate in Market Research,” identifies the primary factors that influence Canadian consumers to take part in market research and provides market researchers with an understanding of how to engage consumers in sharing their opinions.

“We wanted to examine how best to engage people to participate when they are constantly being inundated with media,” said Adam Froman, CEO of Delvinia and AskingCanadians. “What is going to motivate people to provide their feedback? That question is fundamental to the growth of our AskingCanadians research community as we create new tools to engage our panellists. This initiative will support our strategy moving forward.”

AskingCanadians, a Delvinia company, partnered with Dr. Mary Foster, Professor of Marketing at Ryerson University’s Ted Rogers School of Management, to undertake the study; one of 15 initiatives funded through the Federal Economic Development Agency for Southern Ontario’s Applied Research and Commercialization Initiative in the fall of 2011.

“Because the use of social media is rooted in deep understanding of consumer behaviour, our research is based on understanding the user segments of social media technologies, gaining more insight into their motivations and identifying techniques that will engage them to participate and share experiences,” said Foster.

AskingCanadians used its online panel of 200,000 Canadians to survey Canadian consumers about the nature of their participation in social media and their motivations for using social media and participating in market research.

And, according to the research findings, the three most significant motivators for participating in online survey research are:

  • trust
  • reciprocity
  • privacy

Respondents reported that being transparent about privacy controls, offering reward points for sharing opinions and enforcing an online code of conduct were the strategies that are most likely to result in increased online survey participation.

The results of the research also indicate that respondents engage in three distinct activities online:

  • creating content for others to view and comment on
  • seeking information and content posted by others
  • keeping in touch with friends and family.

For more information about this study, please click here to read our report.

About AskingCanadians™
AskingCanadians™, a Delvinia company, was established in 2005 as an online data collection firm dedicated to helping market researchers gather high quality information from Canadian consumers. We own and manage the AskingCanadians™ online research community, and its French counterpart Qu’en pensez vousMC, which includes a panel of more than 200,000 demographically representative and profiled Canadians who have opted-in to participate in online surveys that significantly influence today’s leading brands. AskingCanadians™ and Qu’en pensez vousMC are built through incentive partnerships with HBC Rewards, Aeroplan and Walmart. The result is an average response rate that eclipses the industry. For more information, please visit corporate.askingcanadians.com.

About Ryerson University
Ryerson University is Canada’s leader in innovative, career-oriented education and a university clearly on the move. With a mission to serve societal need, and a long-standing commitment to engaging its community, Ryerson offers more than 100 undergraduate and graduate programs. Distinctly urban, culturally diverse and inclusive, the university is home to more than 28,000 students, including 2,300 master’s and PhD students, nearly 2,700 faculty and staff, and 140,000 alumni worldwide. Research at Ryerson is on a trajectory of success and growth: externally funded research has doubled in the past five years. The G. Raymond Chang School of Continuing Education is Canada’s leading provider of university-based adult education. For more information, visit www.ryerson.ca.


For more information, please contact:

Susan O’Neill
Public Relations Manager
416.364.1455 ext. 272

Bruce Piercey
Group Director, Communications
Marketing and Communications
Ryerson University