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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.
Desafíos
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.
Reward admins could also access detailed reporting and analytics on reward redemption patterns - available on a single intuitive 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 & GDPR compliant: With Plum, Kantar was able to comply with data privacy laws across the globe.
- Reporting and analytics: With a unified dashboard, reward admins could analyze reward redemption patterns and make better decisions on reward selection for future campaigns.
Resultados
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
Takeaways for market research companies
For market research firms, switching to a rewards and incentives partner is a step up and could help alleviate and solve many of their current challenges, including, but not limited to:
1. Saving employee bandwidth and resources
By automating 100% of their reward procurement and distribution with a solution like Plum, employees could focus on core tasks rather than devoting resources and time to finding relevant rewards for panelists.
2. Conserve costs
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. Boosting survey respondent rates
Rewards could play a key role in boosting survey respondent rates and persuading non-respondents to participate.
4. Sending anonymous rewards
With Plum’s API, admins can distribute rewards en masse with ease while keeping the respondent’s data confidential.
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 and Incentive players like Plum seamlessly integrate with your existing survey tools like Qualtrics, SurveyMonkey, and others ensuring a hassle-free experience for reward admins.
Conclusión
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!
