Adding ‘value’ to surveys is the key to motivating respondents

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 13, 2019, 1:00 PM UTC

Providing feedback to participants can improve survey quality.

This piece says that consumers are more likely to take part in a survey if their feedback adds value in making improvements to customer experiences. Dynata’s Global Trends Report shows that more than 50% respondents agreed that opinions expressed in a survey would lead to a better brand experience.

Treating participants as “stakeholders” rather than ordinary “respondents” by stressing the importance of the survey and how it can benefit them, can improve the quality of the survey. The author says offering feedback on how the data was used to improve services can further cement the relationship between the client and the participant.

According to the survey, one in five people think product reviews and social media are the best way to garner feedback from them. Companies can incorporate these unsolicited product reviews into their market research data to make it more honest. 

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