Even a well-crafted survey is useless if it fails to attract respondent participation. The survey introduction, which determines the first impression of the survey, is a crucial element that significantly influences a respondent's decision to participate. Beyond simply requesting survey participation, an engaging introduction that builds trust and motivates respondents is like magic for increasing survey response rates.
Many marketers invest a lot of time in structuring survey content but often fill the survey introduction with formal guidance. However, the survey introduction is the first communication channel with the respondent and the decisive moment when the respondent judges whether the survey is worth their time. If trust is not established here, no matter how excellent the survey content is, respondents are unlikely to even start the survey, or if they do, they are likely to drop out midway.
Essential elements to include in an engaging survey introduction are as follows :
- Introduce the Surveying Organization/Company: Clearly state who is conducting the survey to gain the respondent's trust.
- Example: "This survey is a OOO Service Satisfaction Survey conducted by OOO Co., Ltd."
- Survey Purpose and Topic: Briefly and clearly explain why this survey is being conducted and what it is about. Respondents have the right to know how their answers will be used.
- Example: "This survey is designed to gather your valuable opinions on your experience with the OOO service, to be reflected in future service improvements and new feature development."
- Estimated Time Commitment: Inform respondents in advance how long it will take to complete the survey to reduce their psychological burden. It's important to provide an accurate and realistic time.
- Example: "We would appreciate it if you could take a moment to participate in the survey. The estimated time required is about 5 minutes."
- Tip: Mentioning the number of questions, like "With just 10 questions...", is also good.
- Anonymity and Confidentiality Guarantee: Specify that responses will be treated anonymously and personal information will be securely protected to encourage honest answers. This is especially important when dealing with sensitive topics.
- Example: "All your responses will be processed anonymously in accordance with statistical laws, and personally identifiable information will never be disclosed externally, so please answer with confidence."
- Data Usage Plan: Inform respondents how the collected information will be specifically used to make them feel the value of their response.
- Example: "The collected information will be valuably used only for establishing OOO service improvement directions and developing customer-tailored marketing strategies."
- Value of Participation and Benefits (Specify Incentives): Emphasize the value of the respondent's participation and clearly state any incentives (rewards) to increase motivation.
- Example without incentives: "Each of your valuable opinions serves as a foundation for further developing the OOO service."
- Example with incentives: "As a token of our gratitude, all participants will receive a OOO coffee coupon." or "Upon completion of the survey, 50 participants will be randomly selected to receive a OOO department store gift certificate (KRW 10,000)."
- Contact Information (Optional): Providing contact information for a person or email address for inquiries about the survey content or process can increase credibility.
- Example: "If you have any questions regarding this survey, please feel free to contact the OOO team at moaform@moaform.com."
Tips for writing positive and persuasive phrases that increase response rates:
- Bad Example: "We know you're busy, but if you have time, please participate in the survey." (Passive and doesn't convey value)
- Good Example: "Your valuable 5 minutes can innovatively change the OOO service! Would you take a moment to share your precious voice?" (Emphasizes the value of participation and promises a positive experience)
- Bad Example: "Answer the survey." (Commanding, can feel rude)
- Good Example: "Join us on the journey to make OOO better! We await your honest opinions." (Emphasizes a collaborative relationship)
The survey introduction is like a first promise to the respondent. Keeping the promised time, transparently disclosing data usage plans, and thoroughly ensuring anonymity are basic responsibilities of the survey conductor. A carefully crafted survey introduction based on such trust will be the key to moving respondents' hearts and successfully starting the survey.