Longitudinal and clinical researchers must track the same type of information on the same subjects at multiple points in time. Retaining participants for research is crucial to getting usable data in these types of studies, but it’s not easy.
It’s estimated that 85% of clinical trials fail to retain enough participants, according to Clinical Leader. And the average dropout rate across all clinical trials is 30%.
Understanding what factors influence participant retention not only helps you collect high-quality data that can be analyzed to solve a problem, it saves your research team time recruiting for more study participants.
To help you keep your participants for research as engaged as possible, here are some best practices to follow.
The more you can communicate about the level of commitment required for study participation, the better. Participants for research need to know exactly what they are agreeing to do from the get-go.
For example, if they need to complete one 10-minute survey a month for five months, clearly explain that upfront. Similarly, if you have a lengthy questionnaire with lots of open-ended questions, be sure participants understand they may need to set aside enough time to thoughtfully share their answers. And if there’s an in-person component, explain where, when, and how long the sessions will be so participants can account for commuting time. Any confusion in what’s expected can lead people to drop out.
Offering appropriate rewards for your participants’ time will go a long way toward keeping them motivated throughout the months it may take to complete a multi-part survey or series of focus groups or interviews.
READ MORE: Give Every Market Research Participant a Great Rewards Experience
To offer worthwhile incentives, consider how much time your surveys or other participation tasks will take to complete — and make sure to be honest and realistic. Many researchers tend to underestimate the time needed, which leads to incomplete responses and dropouts.
In addition, consider the value of the respondents’ time and how difficult it is to find your target audience. If you need a very specific demographic or group of respondents, the reward should increase. If you’re not sure what the right value is for your incentive, use this simple formula.
When participants feel more invested in the outcome, they’re more likely to stay involved. Let them know they play an important role in your research study’s goal.
Will their responses lead to better treatments for a disease or greater understanding of a societal issue? Tell them how valuable their time and effort is to your study in your survey emails and other communications.
If you need multiple kinds of actions from your participants or have a limited budget that prevents you from rewarding each action, using a points system can be helpful. Award a certain number of points for each survey or task that participants complete to make them feel empowered and give them control over their rewards. For instance, if you have 120 points and can get something free if you hit 300 points, you’re likely to continue to participate so you can achieve that milestone and get the incentive.
WATCH THE WEBINAR: Creating a Points to Rewards Program for Research Panels & Communities
It’s also important to make sure study participants understand how they will be compensated for their time. Make sure to include any message about incentives, such as digital gift cards or prepaid cards, front and center in your invitation to participate.
In addition, you may want to implement the following incentivizing strategies to motivate your participants to stick with your study:
Many researchers find that combining an increasing payment schedule with a survey-end bonus is the most effective strategy for retaining participants for research.
Distributing digital rewards for survey participants is a lot easier with a great rewards management platform. Take a product tour and contact us to set up a demo!
BHN Rewards puts the power of digital rewards to work for marketers, researchers, and HR managers. Don't forget to check out all the great content in our Resources section!
BHN Rewards puts the power of digital rewards to work for marketers, researchers, and HR managers. Don't forget to check out all the great content in our Resources section!
