Online Surveys – How to Maximise Your Response Rate

Online studies are certainly the most cost efficient method to collect crucial information such as consumer fulfillment and worker viewpoints. How do you increase your reaction rate? This is an issue sustained by the majority of companies carrying out online studies and there is much literature readily available associating with the subject, all with differing realities and figures in relation to what reaction rate to anticipate, strategies for increasing actions, what length of study ought to be utilized and so on

The basic reality is that there is no single standard to follow when carrying out an online study, as each study has its own set of variables impacting its reaction rate. There are some typical strategies utilized to improve the possibility that a possible study participant will finish your survey.

Having carried out numerous online studies of clients, staff members, companies, subscription groups and occasion visitors, I started taping study reaction rates and the kinds of crucial variables most likely to impact them. The variables tape-recorded were:

  1. Whether study invites were customised (i.e. Dear John Smith v Dear consumer)
  2. Length of study (categorised into conclusion times of 1-4 minutes, 5-9 minutes & & 10 +minutes)
  3. If a reward/prize was provided
  4. Whether or not the study was sent out to individuals with a recognized interest in the study topic (i.e. task associated, previous consumer, connected to social interests and so on)

The figures revealed listed below were originated from the information of 143 online studies, which were finished by an overall of 49,335 participants. As a basic procedure, prospective participants were called two times through e-mail to motivate involvement in the online studies.

Please keep in mind that most of participants had actually sent their information to different databases or were clients of my customers; for that reason, it is most likely that they knew the brand/company prior to getting the online study invite. Individuals sending out e-mail welcomes to random sub-sets of contacts ought to not anticipate to accomplish reaction rates as high as those noted below.

Taking into account the 4 variables and their alternatives, there were 24 possible mix’s – this will make good sense when taking a look at the dot-points listed below. The mixes with the 5 greatest and 5 least expensive reaction rates have actually been noted.

5 greatest reaction rates

  1. Personalised e-mail & & 1-4 minutes to finish & & reward provided & participants had a recognized interest in the study topic = 45.3 % typical reaction rate
  2. Personalised e-mail & & 5-9 minutes to finish & & reward provided & participants had a recognized interest in the study topic = 40.1 % typical reaction rate
  3. Non-personalised e-mail & & 1-4 minutes to finish & & reward provided & participants had a recognized interest in the study topic = 39.8 % typical reaction rate
  4. Personalised e-mail & & 1-4 minutes to finish & & no benefit provided & & participants had a recognized interest in the study topic = 39.2% typical reaction rate
  5. Personalised e-mail & & 5-9 minutes to finish & & no benefit provided & & participants had a recognized interest in the study topic = 38.4% typical reaction rate

5 least expensive reaction rates

  1. Non-personalised e-mail & & 10 +minutes to finish & & no benefit provided & & participants did not have a recognized interest in the study topic = 8.2% typical reaction rate
  2. Non-personalised e-mail & & 10 +minutes to finish & & reward provided & participants did not have a recognized interest in the study topic = 15.5 % typical reaction rate
  3. Personalised e-mail & & 10 +minutes to finish & & no benefit provided & & participants did not have a recognized interest in the study topic = 16.2% typical reaction rate
  4. Non-personalised e-mail & & 5-9 minutes to finish & & no benefit provided & & participants did not have a recognized interest in the study topic = 19.4% typical reaction rate
  5. Non-personalised e-mail & & 10 +minutes to finish & & no benefit provided & & participants had a recognized interest in the study topic = 19.5% typical reaction rate

So what works best?

The above findings reveal some clear connections in between reaction rates and the variables impacting them. As a basic guideline, it appears that the following actions ought to make sure that you get the greatest possible reaction rate when carrying out an online study:

  1. Personalise your e-mail invites. People are most likely to react to e-mails that resolve them by their name instead of ‘Dear Sir/Madam’, Dear Colleague’ or ‘Dear Customer’. Utilize them if you have the names of prospective study participants! This is quickly done utilizing basic software application such as Microsoft Word in a mail-merge format sent out through your Outlook account. It connects straight to your database, getting rid of the problem of typing every name into each e-mail invite.
  2. Keep the study as brief as possible. In the majority of cases, the much shorter the study – the greater the reaction rate. Undoubtedly some online studies require to be thorough and can not prevent being 10+ minutes in length; nevertheless, attempt to prevent asking concerns that just collect unimportant info. When preparing concerns for an online study, this is a typical criminal activity among study designers.
  3. Offer a benefit. Everybody enjoys getting something free of charge, so use a benefit and attempt when sending online study invites. Some specialists such as Kurt Knapton, Executive Vice President of e-Rewards Market Research, recommend that you are most likely to get a greater reaction rate if you use every participant a little benefit instead of a possibility of winning a big sweepstakes reward. His research study discovered that using 4,000 individuals $2 each to finish a study attained a 19.3% reaction rate. Providing the very same volume of individuals with an entry into a $2,500 sweepstakes draw just handled a 12.2% reaction rate.
  4. Find contacts that are most likely to have an interest in the study topic. This is no clinical discovery, however reaction rates are constantly going to be greater if the prospective participant has some interest in the study topic. Due to the fact that staff members think that their responses will affect advantageous modifications, Job fulfillment studies constantly get high reaction rates. Repeat buyers of a specific product/service will certainly have more interest in an associated online study than somebody who has actually just utilized it when or never ever at all.