Research insights
From survey to shelf: the life of a new product idea
Every new product on a store shelf started as an idea. Learn how survey takers shape new items from the earliest concept to the final launch.
Five things we learned running research with members in 2024
As the year comes to a close, we look back at how people took part in market research during 2024. From the devices you use to the way you answer questions, here are five lessons that shape how we run our panel.
Key points
- Most people now take surveys on their phones, making mobile design a top priority for researchers.
- Survey platforms must be accessible to everyone, including people who use screen readers or captions.
- Taking the time to provide thoughtful, honest answers directly improves the products you test.
- Members expect clear reward systems and faster payment processing for their time.
The year in market research
As December arrives, we like to take a moment to review the past twelve months. Running a global research panel means we see thousands of interactions every day. We see what works well for you and what causes frustration.
This year brought plenty of changes to how market research operates. People took part in surveys, product tests, and online focus groups from all over the world. We paid attention to your support tickets, your comments, and your survey habits.
We want to share five broad lessons we took away from 2024. These observations help us improve the Reward Hours experience for everyone who chooses to share their opinions with us.
Most people prefer taking surveys on a phone
A few years ago, researchers assumed most people sat at a computer to answer questions. In 2024, that is no longer true. We noticed that a large majority of you prefer to use a smartphone to access your Reward Hours account.
You take surveys while waiting for a bus, sitting in a waiting room, or relaxing on the couch. This means surveys must be easy to read on a small screen. If a survey uses a grid with twenty tiny checkboxes, it becomes incredibly annoying to complete on a phone. The text overlaps, and it is easy to tap the wrong answer by mistake.
We spend a lot of time encouraging our clients to design mobile-friendly research. A good survey should have large text, simple buttons, and short pages. When researchers build studies with mobile users in mind, we see fewer people abandoning the survey halfway through.
Accessibility is a strict requirement
Market research is only useful if it includes voices from all parts of society. This year highlighted just how much work the industry still needs to do regarding digital accessibility. If a survey platform does not work with a screen reader, we miss out on valuable perspectives.
We received great feedback from members who rely on assistive technology. You told us when a slider question was impossible to use with a keyboard. You also reminded us that video research sessions need accurate captions.
We take these reports seriously and push our software partners to fix these barriers. If you want to know more about this topic, you can read our thoughts on why research needs disabled voices. Inclusive design makes the research process smoother for every single member.
Members expect faster reward processing
Your time is valuable, and we know you take surveys to earn rewards. In 2024, the expectation for quick and reliable reward processing grew stronger. You want to see your points appear soon after you finish a study.
We learned that waiting weeks for a digital gift card or a point transfer causes unnecessary anxiety. While some complex studies like multi-day diaries take a little longer to verify, standard online surveys should credit quickly.
Patience with complex studies. Some research methods, like multi-day product tests or video interviews, require manual review by the client. These rewards often take a few extra days to process, but we work hard to keep that wait as short as possible.
We focused heavily on improving our background systems to process your rewards faster. We also learned that clear communication helps. When you know exactly when a specific reward will arrive, you feel more confident participating in our panel.
Good research relies on thoughtful answers
Researchers use your feedback to make major decisions about new products and services. In 2024, our clients placed a massive emphasis on data quality. They want to be absolutely sure that the answers they receive are from real, attentive people.
This means researchers look closely at how you type your responses. If a survey asks for your opinion on a new coffee packaging design, typing a single word like "nice" does not help them much. They need to know why you like it or what you would change.
Here is what clients look for when reviewing survey answers:
- Full sentences that explain your specific reasoning.
- Honest opinions rather than just agreeing with every statement.
- Careful reading of instructions, especially on questions that ask you to select a specific option to prove you are paying attention.
We learned that members who take their time get invited to more studies. When you explain your thoughts clearly, you provide the exact kind of data researchers value. You might find our guide on how to write open-ended answers researchers actually use helpful for your next survey.
Honest feedback changes real products
Sometimes taking a survey feels like tossing your opinions into a black hole. But this year, we saw exactly what happens to your survey after you click submit. Your honest feedback genuinely changes how companies build their products.
We saw clients scrap entire marketing campaigns because our panel members pointed out that the ads were confusing. We saw packaging redesigned because you mentioned the original boxes were too hard to open. Your honest, constructive criticism carries a lot of weight.
We learned that we need to remind you of this impact more often. You are not just clicking boxes on a screen. You are acting as an everyday consultant for companies that want to understand regular consumers.
Preparing for the year ahead
These five lessons will guide how we run Reward Hours next year. We will keep advocating for mobile-friendly designs, better accessibility, and fair, prompt rewards. We will also keep relying on you to provide the high-quality feedback that makes our panel successful.
We appreciate every minute you spend sharing your thoughts with us. Whether you joined us five years ago or just last week, your participation matters. We look forward to bringing you more interesting surveys, focus groups, and product tests in the new year.
If you are reading this but have not joined our community yet, you can create a free account today. You can start sharing your opinions and earning points right away.
Common questions
Why do some surveys still not work well on my phone?
Some complex studies require a large screen to show you detailed videos or virtual store shelves. We try to label these surveys in advance so you know they require a computer or tablet.
How can I help improve accessibility on the panel?
If you use a screen reader or keyboard navigation and hit a roadblock, please let our support team know. Your specific feedback helps us explain the problem to the software developers so they can fix it.
Will taking my time on surveys actually get me more points?
Yes, providing thoughtful answers keeps your account in good standing. Clients often request our most reliable members for studies that offer larger rewards, like online focus groups or in-home product tests.
