Virtual Incentives recommends borrowing engagement techniques from consumer marketing to improve the research participant experience. In a November 2021 article, the company identifies social connection, enjoyable interactions and rewards as complementary elements of that approach.

The provider argues that financial incentives should offer choices because respondents do not all value the same payment method. It gives retailer gift cards, cash-like rewards and reloadable Visa cards as examples that may suit different participants.

The article also raises a longer-term idea: allowing a person to combine rewards earned through surveys, focus groups and other research providers in one account. Virtual Incentives presents this as a question for future design, rather than announcing such a service.

Beyond payment, the company discusses social features in research panels and game-like interactions that could encourage people to return. It argues that stronger engagement may reduce respondent churn and improve the attention given to research tasks.

Virtual Incentives’ recommendation is to examine the full participant journey while maintaining the research objective. Choice of reward is presented as one part of that experience, alongside recruitment, communication and retention.