Virtual Incentives: Gift Card Catalog Design for Research Panels

Reward catalog design can influence which respondents join and remain in a research panel, Virtual Incentives argues in guidance published on April 14, 2026. The company recommends offering different types of rewards rather than assuming that a single gift card or payment option will appeal to everyone.

According to Virtual Incentives, no single reward choice has universal appeal, and offering only one option or a few limited options can leave a significant portion of potential panelists behind. The company cites the concept of mental accounting, introduced by Nobel Prize-winning economist Richard Thaler, which explains why people treat different types of money differently. For instance, a tax refund is often spent on indulgent items, while a regular paycheck goes to living expenses.

Virtual Incentives conducted an online survey of 200 US respondents in December 2025. It found that 59% planned to use their incentive for a personal treat, while 25% intended to put it toward bills or essential expenses. The company points to the differing preferences as a reason to offer major retailers, experiential rewards, gaming credits, cash-like options and charitable giving within a research reward catalog.