NORC and Virtual Incentives examined reward redemption data from the AmeriSpeak research panel to understand how choices differ among participants.

In a September 2025 account, Virtual Incentives said the analysis combined actual redemptions with demographic information. The collaborators were looking for ways to make the rewards catalogue more relevant to the people taking part in research.

The reported age patterns were pronounced. Eighty-two per cent of participants aged 18–30 selected gift cards below $51, while 74% of those aged 50–64 selected rewards worth at least $51.

The analysis also found relationships between reward choice and other demographic characteristics. Virtual Incentives said these observations could guide future catalogue design and experiments with more targeted incentives.

The work was presented at AAPOR 2025. The published account described redemption patterns and opportunities for further research; it did not demonstrate that assigning rewards by demographic group had already increased retention or representation.

For programme operators, the practical question raised by the collaboration is whether the available choices reflect what existing participants actually redeem.