Wie Kantar die Beschaffung und den Versand von Umfragen für seine Panelisten automatisiert

Founded in 1992 and headquartered in London, Kantar is world's leading data, insights, and consulting company. With a presence is 90 countries, they help their customers to create strategies, be it – improving brand awareness, attracting more consumers, increasing brand penetration, financial success, or growing peoples’ confidence in public services.  

With a strong focus on digital data collection and self-service solutions, Kantar delivers insights at scale and speed, empowering organizations with actionable market intelligence.  

The company was looking for a survey rewards platform that could automate reward procurement and distribution for its panelists – a task that was manual, time-consuming, and caused significant operational and logistic challenges for the company.  

Herausforderungen 

As Kantar scaled its research operations, managing survey incentives manually became increasingly complex. With the rise in online surveys and a shift to remote work, the company needed a more efficient solution to streamline reward distribution and improve tracking. 

• Manual reward procurement and distribution led to logistical and operational inefficiencies. 
• Increased online surveys and remote work demanded an automated incentive system. 
• The existing process consumed excessive employee bandwidth and caused delays. 
• Lack of analytics and reporting made it difficult to track reward redemption patterns. 

The solution: Branded reward marketplace for Kantar  

Plum provided a storefront for Kantar to integrate their reward catalog and send e-gift cards and vouchers upon study completion. Kantar also utilized Plum's robust APIs to distribute rewards en masse.  

With the implementation of the reward marketplace which took just 72 hours, survey respondents could browse, select, and purchase gift vouchers from Plum’s vast reward catalog containing 10 million+ rewards in 55+ countries. 

Prämienadministratoren können auch auf detaillierte Berichte und Analysen zu Prämieneinlösungsmustern zugreifen - verfügbar auf einem einzigen intuitiven Dashboard. 

Highlights of the solution implemented by Plum 

Here's how Kantar leveraged Plum’s capabilities to streamline and enhance their incentive programs for survey participants:  

• Global reward catalog: Automated voucher distribution to panelists upon survey completion, allowing them to choose from a vast catalog of 21,000+ reward options across 100+ countries. 
• Anonymous rewards: Ensured data privacy by keeping participant information secure. 
• 100% automation from sourcing to distribution: Plum Enabled researchers and business teams to focus on core tasks by outsourcing procurement and distribution. 
• Seamless adaptation: Adapted to the post-COVID world with instant rewards for online participants. 
• Rapid implementation: Implemented the solution within 72 hours without affecting existing processes. 
• 100% SOC- und GDPR-konform: Mit Plum war Kantar in der Lage, die Datenschutzgesetze auf der ganzen Welt einzuhalten.  
• Berichte und Analysen: Mit einem einheitlichen Dashboard können Reward-Administratoren Einlösemuster analysieren und bessere Entscheidungen über die Auswahl von Rewards für zukünftige Kampagnen treffen. 

Ergebnisse 

With Plum, Kantar achieved the following: 

• Instant delivery of rewards across devices through emails and SMS with encrypted voucher links. 
• Access to a rich international catalog of 21,000+ experiences, gift vouchers, and products for panelists. 
• Dedicated customer support team and account manager for seamless service, onboarding, and post-sales support. 
• Easy integration with simple onboarding steps. 
• Delivered more than $3.32 million in rewards over the last three months, with anticipated growth due to the rise of online surveys. 
• Better utilization of resources across research, product, and business teams by eliminating audits and logistical hassles. 

"The overall online respondent experience has been excellent. Thanks to Plum, we can now automate the reward procurement and distribution, this saving high costs and time. We are planning to expand our business with Plum”  

Ayansen Gupta, Commercial Manager, Kantar  

Schlussfolgerungen für Marktforschungsunternehmen  

Für Marktforschungsunternehmen ist der Wechsel zu einem Rewards- und Incentive-Partner ein Schritt nach vorne und könnte viele ihrer aktuellen Herausforderungen erleichtern und lösen, einschließlich, aber nicht beschränkt auf: 

1. Einsparung von Mitarbeiter-Bandbreite und Ressourcen  

Durch die 100-prozentige Automatisierung der Beschaffung und Verteilung von Prämien mit einer Lösung wie Plum konnten sich die Mitarbeiter auf ihre Kernaufgaben konzentrieren, anstatt Ressourcen und Zeit für die Suche nach relevanten Prämien für Panelisten aufzuwenden.  

2. Kosten einsparen  

For panel admins, a rewards and incentives player like Plum could save them significant costs by only paying for rewards that end up being redeemed by end-users.   

3. Steigerung der Umfrageteilnehmerzahlen  

Belohnungen könnten eine Schlüsselrolle dabei spielen, die Teilnahmequote an Umfragen zu erhöhen und Personen, die nicht geantwortet haben, zur Teilnahme zu bewegen.  

4. Versenden von anonymen Belohnungen  

Mit der API von Plum können Administratoren massenhaft Belohnungen verteilen und dabei die Daten der Befragten vertraulich behandeln.  

5. Providing data-driven reward analytics 

Many firms lack insights into how rewards impact participation. A rewards solution like Plum offers detailed analytics on redemption rates, reward preferences, and engagement trends, enabling firms to optimize incentive strategies. 

6. Ensure seamless reward admin experience  

Rewards- und Incentive-Player wie Plum lassen sich nahtlos in Ihre vorhandenen Umfragetools wie Qualtrics, SurveyMonkey und andere integrieren und gewährleisten so eine problemlose Erfahrung für Reward-Administratoren. 

Schlussfolgerung 

Kantar's successful implementation of Plum transformed its survey rewards procurement and distribution process, effectively addressing the challenges of manual management. 

Plum stands out as the ideal solution for market research companies seeking to simplify their incentive strategies. Whether it's bulk reward distribution, real-time analytics, or seamless API integration, Plum makes rewarding fast, flexible, and impactful. 

Elevate your market research efforts with Plum and watch your engagement soar!