How Realizacja enhances its rewards with giftmall

Engaging respondents in marketing and sociological research is a complex and lengthy process. Over time, fewer and fewer people want to participate in such initiatives. In Poland, trust in research is falling due to several factors: online surveys are extremely convenient, but respondents often don’t trust organisations that use tools such as social networks or artificial intelligence^[1][2].

How are research agencies tackling this challenge? By increasing respondent motivation, of course. Realizacja, a Polish research agency, decided to simplify the process of rewarding respondents with gift cards and use the giftmall business account. Let’s see whether we managed to automate their gifting process and whether Realizacja increased its respondents’ engagement.

Overview: About Realizacja

Realizacja is a Polish agency specialising in marketing and sociological surveys in accordance with OFBOR and ESOMAR standards. The company covers every stage of a project, from consulting on methodologies, developing tools, programming and conducting research, to analysing data, compiling reports and providing recommendations.

Realizacja attracts hundreds of respondents each month across dozens of research projects in Europe and has already completed over 3,000 cases. These include scientific, social, educational and marketing research on consumer preferences, attitudes and behaviour, business research, mystery shopping, eye tracking and more.

Challenge: Labour-intensive and lengthy process of rewarding participants

Realizacja used to hand out rewards to recipients manually. The process was labour-intensive and fragmented. After each project was completed, they purchased each reward separately. Processing orders and sending gift cards took several days, and the company handled all respondent requests on its own. Another problem was the lack of delivery control and overall reporting, which made it difficult to plan expenses.

Until 2024, Realizacja purchased individual brand gift cards through the giftmall catalogue. Initially, they were interested in vouchers for specific stores, but later the company began to use the giftmall multibrand card.

Realizacja required a solution that could reduce the time needed to process and fulfil orders, while leaving control of all operations in the hands of the responsible manager. And giftmall found such a solution.

Solution: Rewards automation through the business account

The use of rewards in social surveys improves response quality and helps attract a more diverse audience. This is critically important given the growing reluctance to participate in surveys. That is why research companies are increasingly integrating digital bonuses to encourage participation^[3].

We suggested that the company set up a giftmall business account, an online platform that allows companies to manage gift card orders independently without the need for additional integration. Now Realizacja has access to our catalogue of various certificates of any denomination, which can be selected independently for each survey.

Rewards can be sent at any time, as the process is fully automated. The system tracks the delivery status of certificates to each respondent, so the manager in charge is always aware of how a particular campaign is progressing. Analytics and reports for selected periods are also available in the business account, making budget planning much easier.

Another benefit was the technical support provided to survey participants, which giftmall fully took over. This relieved the burden on the responsible manager at Realizacja, and respondents receive answers to their queries immediately, without having to contact each individual brand unnecessarily.

Result: Simple and fast respondent reward process

Rewarding respondents has become much faster and easier. Process automation has reduced the time to deliver gift cards from several days to 5 minutes. Respondents are now much more engaged, which has improved the quality of data for each individual survey. And the team is now focused exclusively on research, not operations.

The giftmall business account is easy to use, so the Realizacja team was able to set it up quite quickly. Here’s what it looks like:

The giftmall business account allows clients to fully control and personalise their rewards programme. If you also want to improve your users’ experience, please contact our team or write to us at info@giftmall.eu.