Top 10 considerations when considering incentivizing
Incentives are an excellent way to increase response rates and thank respondents for their time. Below
are our top ten tips when considering incentives!
1. Be open and transparent with those you are incentivizing in your research:
a. Let them know who is administering
b. What the incentive will be
c. When they will receive it
d. What, if any, conditions are attached
2. Ensure the survey incentive aligns to your terms and conditions.
3. In Canada, games of pure chance or forcing the respondent to pay money to play are prohibited
as illegal lotteries under the Canadian Criminal Code. To differentiate sweepstakes from illegal
lotteries:
a. Skill-testing questions are commonly required of potential winners before being declared
a winner to remove the element of chance, AND
b. A “no purchase necessary” mode of entry, such as including an address allowing
respondents to mail-in for an entry without the need to complete a survey.
4. A gift may be used as an incentive, but not client-branded material, as that can be considered
direct marketing or promotion.
5. Honorariums are taxable income regardless of amount. In compliance with the Canada Revenue
Agency, organizations must issue a T4A to any individual who receives more than $500
cumulatively in a calendar year.
6. Did you know that when running your sweepstakes or free prize draw with Quebec residents you
must work with the Régie des alcools, des courses et des jeux (RACJ)? The rules and advertising
must be translated into French, and a duty must be paid to the RACJ.
7. Ensure your incentives are proportionate and appropriate. For example, if the survey is about
driving, do not offer an alcoholic reward.
8. Choose rewards that are most likely to appeal to your target audience to help increase your
response rates.
9. Offering indirect rewards to your respondents to benefit a charity of their choice is an excellent
option to offer respondents who may not feel comfortable accepting an honorarium or gift.
10. Rules are always changing! Be sure to stay on top of the latest regulations:
a. CASL (Canadian Anti-Spam Legislation)
b. RACJ
c. Canadian Criminal Code
d. Personal Information Protection and Electronic Documents Act (PIPEDA)
Standards Committee
Note: The MRIA is also continuing to work with the CRTC to obtain a better understanding of its March
2016 decision related to market research incentives. For more information on this decision and its
implications for incentivizing respondents, please visit https://mria-arim.ca/advocacy/advocacy-news.
Standards Committee