OBJECTIVES: Reward programs are widely considered to be an effective means of increasing response rates and recognizing the effort involved in participation. There are different types of rewards utilized in research, from cash payments and gift cards to prize draws and charitable donations.

The objective of this project was to explore perceptions on the use of rewards in digital research.

METHODS: Individuals with various self-reported medical conditions completed a web-based survey comprising questions on demographics, medical conditions, and their perceptions on the use of several types of rewards as part of participation in a digital research study.

RESULTS: Twenty-four individuals (mean age: 44, range: 24–72) completed the survey. Cash payments were the preferred type of reward (n=9, 38%), followed by gift cards (n=7, 29%). Over half of respondents (n=13, 54%) reported that they would prefer to receive their reward each time they completed a survey rather than at set times.

If charitable donations was the reward offered, half of respondents (n=12) preferred to receive updates about their contributions at least once every three months. Forty-two percent (n=10) of respondents wanted the option to opt-out of receiving rewards, and half (n=12) reported that receiving one reminder would be sufficient whenever a new study survey became available.

When asked how much they would expect to receive as a reward for completing a thirty-minute survey per month, reported figures ranged from 0-100 GBP per survey, with 10 GBP being the most reported figure. Several respondents expressed willingness to support valuable research and provide information freely without compensation.

CONCLUSIONS: Attitudes towards reward programs are varied and likely influenced by a range of individual and situational factors. As such, when utilizing reward programs in research, exploring preferences of the target population could be considered to improve recruitment rates, retention, and engagement.