5/3/2013
Almost nine in 10 U.S. consumers (87%) would agree to participate in a two-hour focus group for a $100 reward, according to Parago. The national average reward for participating in a focus group is less than half that, however: $23.78 per hour. More than three-quarters of women (76%) would participate in a two-hour focus group for a $50 reward, compared to 70% of men who would do so for this amount.
Millennials are more open to participating in focus groups and sales pitches than boomers are. Eight in 10 millennials would be willing to participate in a two-hour focus group for a reward of $50, compared to 68% of boomers who would be willing to do so. Almost six in 10 millennials (58%) would participate in a smartphone survey without monetary compensation, compared to only 23% of boomers who would do so. Via landline, 52% of millennials and 43% of boomers would participate in a survey for free. When a reward of $5 is offered, however, 81% of millennials and 80% of boomers will participate.
Nine in 10 consumers of all ages would be willing to participate in a product demo or sampling for a reward of $15. Almost half (49%) would be willing to provide personal information, such as an email address or phone number, as part of the demo. Seven in 10 millennials (70%) and 61% of boomers would be willing to participate in a demo or sampling without any monetary reward.
Consumers are more amenable to in-person sales pitches and price quotes than to online ones. Almost two-thirds of consumers (65%) would listen to an in-person sales pitch without monetary incentive, while 48% would listen to a sales pitch by phone without incentive. More than four in 10 (44%) would participate in an in-home quote for services, while 39% would participate in an online quote.
Source: “Time Is Money: Consumers Report What Their Time Is Worth,” Parago, Rodney Mason, CMO, 700 State Hwy. 121 Bypass, #200, Lewiston, TX 75067; 972-538-7000; rodney.mason@parago.com; www.parago.com. Price: Contact for information.
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