What are the main challenges market researchers are facing?
In the world of market research, reliable data is at the heart of informed decision-making. Yet, one of the most persistent challenges researchers face is low survey response rates. This common hurdle can skew results, diminish the accuracy of your data, and ultimately undermine the validity of your insights.
The importance of increasing response rates cannot be overstated. Higher response rates mean more robust data, greater confidence in your findings, and a clearer picture of your market, customers, or target demographic. More responses also directly improve strategic planning, more effective product development, and ultimately, stronger business outcomes.
But how do you move from disappointing response rates to a flood of valuable feedback? This blog will explore a comprehensive set of effective strategies, from thoughtful survey design and strategic distribution to the impactful role of survey incentives. We'll dive deep into practical tactics that market researchers can implement to boost participation. We’ll also discuss how you can ensure the data you collect is as accurate and actionable as possible.
Understanding survey response rates
Definition and significance
At its core, a survey response rate is simply the number of people who completed your survey divided by the total number of people invited to participate, typically expressed as a percentage. For example, if you send a survey to 1,000 individuals and 200 complete it, your response rate is 20%.
A higher response rate directly correlates with the representativeness of your sample. When more people from your target audience participate, the more confident you can be that their collective responses accurately reflect the opinions and characteristics of the broader group you're trying to understand.
Why a higher response rate is better
According to Kantar, higher response rate offers several key advantages:
- Increased data validity and reliability: With a larger dataset, the impact of outliers or unusual responses is minimized, leading to more stable and trustworthy findings.
- Reduced non-response bias: Low response rates often lead to non-response bias, where the characteristics of those who respond differ significantly from those who don't. This can lead to less accurate conclusions. A higher response rate can help mitigate this.
- More actionable insights: With richer, more reliable data, your team can derive deeper insights and make more confident, data-driven decisions.
Factors influencing response rates
Many factors can influence whether someone decides to complete your survey. These include:
- Topic relevance: Is the survey topic interesting and relevant to the recipient?
- Sender reputation: Do respondents trust the organization sending the survey?
- Survey design: Is it visually appealing, easy to navigate, and mobile-friendly?
- Timing: Is the survey sent at an opportune time for the recipient?
- Personalization: Does the invitation feel tailored to the individual?
Typical survey response rates by industry
While typical ranges provide a starting point, it's crucial to look for industry benchmarks relevant to your specific sector and survey type. For example, an average response rate in Saas/tech can range between 8-20%, while in education, typical rates can average around 20-30% . Researching your specific industry can help your company set realistic benchmarks and goals.
How to increase survey response rates
Boosting survey response rates requires a multi-faceted approach. By strategically implementing best practices across various stages of your survey outreach, you can significantly improve your chances of success.
Personalization and engagement strategies
Making a survey feel less like a generic request and more like a direct, relevant appeal can dramatically increase engagement.
- Address respondents by name: It's a simple touch, but addressing recipients by their first name in the invitation email and even within the survey itself can create a stronger connection.
- Customize survey invitations: Tailor the invitation message to reflect the recipient's previous interactions with your brand or their specific role. For example, if they recently purchased a product, reference that purchase in the invitation for a post-purchase feedback survey. This shows you know who they are and why their input matters.
Survey design best practices
A well-designed survey is intuitive, efficient, and user-friendly, reducing friction and encouraging completion.
- Keep surveys short and focused: Respect your respondents' time. Longer surveys lead to higher drop-off rates. Aim for clarity and conciseness. Only ask questions essential to your research objectives.
- Use clear and concise language: Avoid jargon, technical terms, or overly complex sentences. Ensure every question is easy to understand.
- Optimize for mobile devices: A significant portion of survey responses now come from mobile devices. Ensure your survey platform renders flawlessly on smartphones and tablets, with easy-to-tap buttons and scrollable content.
- Use a progress bar to set expectations: A visual progress bar at the top of your survey helps respondents understand how far along they are and how much more time they might need. This transparency can reduce abandonment.
- Avoid repetitive or redundant questions: Review your survey for questions that essentially ask the same thing in different ways. This can frustrate respondents and make the survey feel unnecessarily long.
Timing and distribution strategies
When and how you send out your surveys can significantly impact who responds.
- Choose the best times to send surveys: While specific times can vary by audience, generally, weekdays tend to yield higher open and response rates. Mornings and late afternoons (3 PM – 5:59 PM) are cited as optimal in the B2B sector. Avoid sending surveys on weekends when customers are less likely to be on their computers. Since each industry can vary, it’s important to test different times and days with your customer base and adjust your timings as needed.
- Adjust send times for time zones and demographics: If your audience is geographically dispersed, schedule emails to align with their local peak engagement times. Consider the daily routines of your target demographic. For example, a survey for a B2B company will probably align with typical business hours.
- Send reminders and follow-ups: Don't be afraid to send a polite reminder to those who haven't responded after a few days. One to two reminders are usually sufficient, spaced a few days apart.
- Use multiple channels (email, in-app, or social media): Diversify your distribution. While email is common, consider in-app prompts for product feedback, social media polls for quick insights, or even QR codes in physical locations for event feedback. Meeting your audience where they are can increase engagement.
Incentives and motivational techniques
Though there are many factors that can influence survey engagement, providing valuable incentives is one of the most effective ways to boost response rates.
- How incentives impact response rates: Incentives provide a tangible reason for respondents to take the time to complete your survey. They acknowledge the value of the respondent's time and input, creating a sense of reciprocity.
- Monetary vs. non-monetary incentives:
- Monetary incentives: Cash, gift cards, or prepaid cards. These are often highly effective due to their universal appeal and perceived value.
- Non-monetary incentives: Exclusive content, early access to new features, entry into a draw, or a charitable donation on their behalf. These can be effective, especially if they align with the respondent's interests or values.
- Best types of incentives (gift cards, discounts, exclusive access):
- Gift cards: Highly versatile and popular digital or physical gift cards are an excellent way to give recipients flexibility. For example, the B2B rewards company Tango offers popular products such as Reward Link®, a digital gift card catalog that makes it easy for recipients to choose something perfect just for them.
- Discounts: Offering a discount on future purchases of your product or service can incentivize participation while also encouraging future business. However, rewards tend to be inherently more appealing than discounts. In fact, the average holiday gift card recipient reported that when using a gift card, they spent an average of $81 more than the original value.[1]
- Exclusive access: This could include early access to new product features, beta programs, or exclusive content (e.g., a whitepaper or research report based on the survey findings).
Prepaid vs. promised incentives:
- Prepaid incentives: A small incentive sent before the survey. This strategy can be incredibly effective as it triggers the principle of reciprocity–recipients feel a greater obligation to complete the survey once they've received something.
- Promised incentives: The incentive is delivered after the survey is completed. While less impactful than prepaid, it still provides strong motivation. For promised incentives, ensure clear communication about when and how the incentive will be delivered.
- Sweepstakes and raffle-based rewards: Offering entry into a drawing for a larger prize (e.g., a high-value gift card, a tech gadget) can generate excitement. While not every participant wins, the chance to win can be a strong motivator, especially for surveys with a large target audience where individual incentives might be cost-prohibitive.
Ensuring anonymity and trust
Data privacy is a paramount concern for respondents. Addressing this head-on can build trust and encourage honest feedback.
- Addressing data privacy concerns: Clearly state your privacy policy and how respondent data will be used. Be explicit about data security measures.
- Offering anonymous submission options: For sensitive topics, allowing respondents to submit answers anonymously can significantly increase participation, as it removes the fear of negative repercussions or judgment.
- Transparency about data usage: Explain why you are collecting this data and how it will be used to create positive change. When respondents understand the purpose and impact of their input, they are more likely to contribute.
- Working with a partner with fraud protection: Ensure your reward partner includes state-of-the-art security and fraud protection. At Tango, our proprietary fraud prevention technology, BHN Protect™, helps mitigate fraud before it starts.
Increasing engagement and participation
Beyond the initial send, clear communication can keep your survey top of mind and encourage completion.
- Publishing results to participants: Close the loop by sharing a summary of the survey findings with participants. This shows that your company values their input and can build goodwill for future surveys.
- Explaining the survey’s importance: Clearly articulate the "why" behind the survey. How will their feedback be used? What impact will it have? When respondents feel their opinions genuinely matter, they're more likely to participate.
- Providing a deadline countdown: A gentle reminder about an upcoming deadline can create a sense of urgency and prompt hesitant respondents to complete the survey.
- Offering interactive elements (gamification, polls): Where appropriate, incorporate small interactive elements or mini-polls within the survey to make it more engaging and less monotonous. This could include drag-and-drop questions or visual rating scales.
Measuring and optimizing survey response rates
The work isn't over once your survey is out. Continuous measurement and optimization are key to long-term success.
How to calculate survey response rates:
Response rate= (Total number of invitations sent / number of people that started the survey )
X 100
How to calculate survey completion rates:
Completion rate= (Total number of invitations sent / number of people that completed the survey) X 100
Differences between response rate and completion rate:
- Response rate: The percentage of people who started the survey out of those invited.
- Completion rate: The percentage of people who finished the survey out of those who started it. Both metrics are important for understanding survey performance. A high response rate but low completion rate might indicate issues with survey length or design.
- Key factors impacting survey effectiveness: Beyond response rates, consider factors like data quality, consistency of responses, and the actionable insights derived. A high response rate on a poorly designed survey won't yield valuable data.
- Using A/B testing to refine survey strategies: Don't guess what works; test it! A/B test different subject lines, invitation messages, incentive types, and even survey lengths to see what resonates best with your audience. Over time, this iterative process will reveal the most effective strategies for your specific research needs.
- Reward redemption rates: Work with a company like Tango to track rewards redemption rates. This will give your company insight into how effective your rewards are, and help you pivot your reward strategy if needed.
Automating survey response strategies
Leveraging technology can streamline your efforts and maximize efficiency.
- Leverage survey software and tracking tools: Modern survey platforms offer robust features for scheduling, sending, and tracking responses. They provide real-time analytics on open rates, click-throughs, and completion rates.
- Integrate incentives with survey platforms: Many advanced survey tools now offer direct integrations with incentive platforms. For example, Tango integrates with survey platforms such as Qualtrics and SurveyMonkey. This allows for automated gift card distribution upon survey completion, eliminating manual processes and ensuring timely delivery, which significantly enhances the respondent experience.
- Prioritize real-time notifications and response tracking: Set up notifications to alert you as responses come in. Monitor response rates in real-time to identify potential issues early and adjust if necessary. This proactive approach helps you stay on top of your data collection efforts.
Transforming responses into valuable insights
Increasing survey response rates is more than hitting a numerical target. It's about optimizing your ability to gather accurate, representative, and actionable data. By thoughtfully implementing the strategies outlined here—from personalizing your outreach and designing user-friendly surveys to strategically offering compelling incentives—market researchers can significantly enhance the quality and quantity of their survey responses.
Are you ready to make your next research initiative your most successful yet?
Book a demo with Tango or call +1-855-207-1881 to learn how our platform can seamlessly integrate digital gift cards into your survey workflow.
[1] BHN EQ 2024 Post Holiday Research, Jan 2025, n=2,012, U.S., 18+, purchased / received a holiday gift.
