Runa survey finds interest in gift card payouts for research, trials and referrals

Runa research published in May 2023 found consumer interest in receiving digital gift cards for activities such as research participation, product trials and referrals. The findings came from its State of Loyalty and HR Recognition Rewards survey covering the United States, United Kingdom and Germany.

Across the surveyed countries, 76% expressed interest in gift card payments for survey participation. The figure was 85% in the United States, 73% in Germany and 69% in the United Kingdom. Runa identified this as the strongest of the highlighted use cases.

For trying a product or service, interest averaged 67%. Both the UK and US were at 71%, while Germany was at 58%. These are stated preferences about a payout option, not measured changes in trial conversion after an incentive was introduced.

Referral bonuses drew interest from 65% overall, including 71% in the US, 68% in the UK and 57% in Germany. Runa discussed the findings as input for businesses deciding which reward methods to offer in referral programmes.