What Affects People’s Willingness to Participate in Qualitative Research? An Experimental Comparison of Five Incentives

The literature on factors that influence participation in qualitative research is lacking. We conducted an experiment with a nationally representative sample to test the impact of different incentive types and amounts on willingness to participate in a hypothetical qualitative interview. We randomized participants from an online panel to one of the five versions of a recruitment ad: no incentive, a nonmonetary incentive, US25, US0, or US$75 (...