The currency of deep consumer engagement

In the research industry, a common complaint is about the quality of consumer panels. Casual conversations are filled with troubling stories of bad experiences, causing some to question the future of large-scale consumer surveys.

And for as long as there have been worries about panel quality, there have been critiques of research design. Better design can definitely lead to better consumer involvement and produce higher-quality results.

However, truly changing the way consumers engage means rethinking the entire consumer interaction itself.

In a recent study in South Africa, we set out to decode what Gen Z demands from a brand proposition—a key factor for brand growth with this core consumer target. Traditional survey methods struggle to reach and connect with this cohort. Sign-up rates are low, drop-out rates are high, and those who complete surveys often give rushed or uninterested answers. Standard methods also fail to reveal the deeper reasons behind their actions and choices.

Adding to these issues is the Low Attention Economy. South Africans are some of the most connected people in the world, spending an average of 3.4 hours a day on social media, compared to the global average of 2.2 hours. Gen Z, often thought to have a short attention span, have little patience for long surveysthat offer little value in return.

To truly understand this generation, we needed a more nuanced approach – one that engages participants as equals, rather than passive research subjects.

Stories are ingrained in our DNA; they are how we learn, discover, and share our world. Gen Z are as keen to share their stories as they are captivated by them. That’s why we chose to use a qualitative exploratory chatbot, Q.Bot, to gather Gen Z’s stories at scale. Using Conversational AI, Q.Bot allows one-on-one engagements that dive into motivations, needs, and frustrations, helping us better understand their real-life experiences.

We launched our survey on a Friday night, reaching 400 interviews over the weekend and closing with 860 after six days. We planned for 20-minute conversations, but participants had so much to share that the average time was over 40 minutes, giving us amazing insights into their world. What made this possible?

When we examined the data more closely, we uncovered the currency of deep consumer engagement.

At the end of every Q.Bot study, we ask participants for feedback on their experience. In the Gen Z study in South Africa, something surprizing happened.

This feedback, echoed by many others, tells us about an experience participants found informative, intriguing, educational, and enjoyable.

In short, they found value in the exchange.

The concept of value exchange, which is at the heart of every business transaction, involves a reciprocal relationship where both parties gain something of value. In market research, this means not just collecting data from consumers but offering them something valuable in return.

Traditionally, the most common form of value exchange in consumer research is the incentive offered for participation. However, in research and beyond, this value exchange shapes the quality and depth of our interactions. It's no surprise that successful businesses understand that the value exchange must go beyond the simple transactions to build brand loyalty and longer-term relationships. It is time for research to do the same.

Our research shows that the currency that transcends the transactional and fosters deep engagement include knowledges, challenge, and appreciation.

At some point, many of us would have considered how to offer something more meaningful to a research participant, maybe in the form of insights or information. But each time, we’d hesitate. The fear of bias looms too strong. Yet, in this Q.Bot project, we found a way to do this without affecting the data.

The conversational nature of a chatbot makes it easy and natural to introduce a new concept, without bias. For example, the bot might say, “You know, I recently heard someone talk about “product dupes.” Have you heard about it before?” This approach allows us to explore participants’ awareness and experiences in a relatable way. Once we've gathered this, the bot can explain the concept in more detail – which not only makes it seem like a worthy conversationalist but creates an exchange that changes the dynamic of the conversation and encourages more sharing and deeper engagement.

Now it is no longer only about a research agency getting insights from a consumer. Consumers can learn something new in return. This kind of mutual learning fosters a more engaging and rewarding experience, which encourages more thoughtful and reflective responses.

Challenging consumers to think deeply and reflect on their experiences and decisions might sound like an unusual research strategy. However, when done through a friendly, engaging bot conversation, our research shows that it can be powerful tool that shifts the perception of value exchange.

When consumers are prompted to reflect deeply on their experiences, the interaction shifts from passive to active. They are now empowered as active contributors to the research process. Their thoughts and experiences are no longer merely “collected;” they are considered thoughtfully, encouraging richer, more detailed feedback.

This step toward creating value in research changes the interaction from just a transaction to something more meaningful and personal.

Our research showed that a well-designed, smart bot conversation can help consumers feel like their personal opinions are valued. This experience gives them a sense of control and confidence, leading to more honest and thoughtful answers.

In a Q.Bot study, we can create this experience by offering customized interactions for each participant. The conversation adjusts based on what the participant shares, repeating their own words, recognizing their responses, and giving them the space to share their thoughts without any judgement. As one participant put it, “it’s just dope!”

Appreciation is key to a value exchange that creates a relevant and engaging experience for the participant, fostering a deeper sense of trust and making them feel valued and understood.

While the values of knowledge, challenge and appreciation are mirrored in our findings about Gen Z’s motivations and aspirations, this currency that goes beyond the transactional is not exclusive to them. We have fostered rich conversations with consumers of all ages, in their homes and out in the world, learning from them about topics as varied as aging, oral care, sustainability, mood management and emerging beverage trends.

A universal value exchange in research that seeks quality and depth is simple, yet powerful. Simple in that each side gains something truly meaningful from the exchange. Powerful in its potential to transform research engagement, deepening our understanding of each other and our world through a new currency.

This exchange is not automatic. It demands thoughtful, well-crafted design, with the genuine intention to explore and understand through deeper, whole-hearted consumer engagement.