This document discusses why people choose to respond to surveys. It summarizes literature on factors that influence response rates, such as survey development, delivery methods, and incentives. Small incentives can increase responses but their effect is modest. The document also describes a survey of panelists that found intrinsic motivations are more important than extrinsic ones. Panelists want to feel they are contributing and making a difference. They enjoy learning and want feedback to know their input is valued. Regular communication and personalization helps engage panelists.

1. May 10, 2012
Respondent Engagement:
Why do they respond anyway?
Or ‘It’s not all ‘bout the Benjamins”

2. Panelists can be painful
Panelists are expensive to recruit, difficult to retain and,
sometimes, a royal pain
But they are also are the soil and water of our
research
Without them, we can do nothing
2

3. Why do they do it?
It is important for us to understand why they choose to
respond (or not) and why they choose to stay in or drop
out of our panels
In this talk we will:
• Look at what the literature tells about why people
respond to surveys
• Review some fresh data, collected specifically
for this meeting, on why people do or do not like
to do surveys
3

4. Why do they do it?
What the Literature Tells Us

5. Why do they do it?
“Factors affecting response rates of the web survey: a
systematic review” summarizes a great deal of the
literature on this subject. The authors identify four
steps, each of which have an important impact on
survey completion
1. Survey Development 2. Survey Delivery
Surveyorr Web Survey Surveyee
4. Survey Delivery 3. Survey Completion
From: Fan W, Yan Z, (2010) Factors affecting response rates of the web survey:
a systematic review, Computers in Human Behavior, 26, 132-139. 5

6. Why do they do it?
Survey Development Survey Delivery
Sampling methods
Questionnaire content Delivery modes
Questionnaire presentations Invitation design
Pre-notifications and reminders
Incentives
Survey Completion Survey Return
Society-related
Respondent-related Survey software
(conscientiousness, agreeable, Data safety
openness to experience)
Design-related
From: Fan W, Yan Z, (2010) Factors affecting response rates of the web survey:
a systematic review, Computers in Human Behavior, 26, 132-139. 6

7. Why do they do it?
Survey Development Survey Delivery
Sampling methods
Questionnaire content Delivery modes
Questionnaire presentations Invitation design
Pre-notifications and reminders
Incentives
Survey Completion Survey Return
Society-related
Respondent-related Survey software
(conscientiousness, agreeable, Data safety
openness to experience)
Design-related
Fan W, Yan Z, (2010) Factors affecting response rates of the web survey: a
systematic review, Computers in Human Behavior, 26, 132-139. 7

8. The Benjamins have a small but real effect
In “Incentives in Web Studies: Methodological Issues
and a Review”, Göritz conducted a meta-analysis of the
effectiveness of incentives
She concluded “material incentives increase response
and decrease drop-out” but “the combined effect of
incentives on response and retention is still small”
She also reminded readers that “using material
incentives is only one option to influence data quality
and quantity. We should not forget about other
possibly response-enhancing techniques such as
personalization, prenotification, deadlines, reminders,
offering result summaries and altruistic appeal”
Goritz, AS, (2006) Incentives in Web Surveys: Methodological Issues and a
Review, International Journal of Internet Science, 1, 58-70. 8

9. This meta-analysis reveals that adding incentives
does make a difference to response rate, but it has a
pretty modest effect
Increase over baseline response rate
without incentives
50
45
% increase in response rate
40
35
30
25
20
15
10
5
0
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95
Baseline response rate without incentives
Goritz, AS, (2006) Incentives in Web Surveys: Methodological Issues and a
Review, International Journal of Internet Science, 1, 58-70. 9

10. We did some of our own testing on the effects of
incentives on our panelists and, as a result, we
reduced the incentives paid on our panels
The response rate at $.50 vs. $1
across 153 omnis in Canada, the US and UK
100%
90% The response rate at $.50 vs. $1
across 153 omnis in Canada, the US and UK
80%
70%
60%
50%
40% 31% 30%
30%
20%
10%
0%
Fifty cents Dollar
10

11. We tested dropping direct incentives and moving to
a sweepstakes and found lower response among
young people, especially males
50 cents Draw
50
Response rate for
40
Canada 30
50 cents vs. draw
20
10
0
18-34 35-54 55+
US 50 cents Draw UK 50 cents Draw
50 50
40 40
30 30
20 20
10 10
0 0
18-34 35-54 55+ 18-34 35-54 55+
11

12. Why do they do it?
What Panelists Tells Us

13. Survey of Springboard America Panelists
We conducted a survey of 1006 members of
Springboard America, our US panel, on April 12, 2012
We looked at attitudes toward completing surveys
and incentives, feedback, community mindedness,
curiosity and being valued
We found that intrinsic motivations are more
important than extrinsic ones—highlighting the
value and importance of respondent engagement
13

14. Respondents do surveys because they are
curious
“I enjoy learning about new things and products
when I do surveys”
95
% agree
14

15. Respondents want to be good citizens
“I feel like I am doing my part as a good
consumer and citizen when I provide feedback”
89
% agree
15

16. Respondents want to help and be respected
“I feel like I am being a trusted advisor when I
provide feedback to a company on their
products”
87
% agree
16

17. Respondents want feedback
“I love it when I see the results of a survey I
participated in”
86
% agree
17

18. Personalizing winners of sweepstakes, when
possible, is important
“I often wonder if anyone ever really wins when
a survey offers a sweepstakes for participating”
86
% agree
18

19. This doubt underscores the need for and value
of providing constant feedback to panelists
“I sometimes wonder if anyone ever really even
sees and uses the feedback I provide through a
survey”
62
% agree
19

20. Money does it for a few
“I am too busy to take surveys unless I am paid”
36
% agree
20

21. Money does it for a few—especially younger
respondents
“I am too busy to take surveys unless I am paid”
100
90
% agree
80
70
60
51
50
40 36
32
30
20
10
0
18-34 35-54 55+
21

22. In the end, respondents just want to contribute
“I feel like my opinion makes a difference”
86
% agree
22

23. Conclusions

24. Why they respond
The literature and our survey confirm the
importance of engaging panelists.
They feel good about the feedback they
provide.
But they want you to tell them that, and share
back some of your learnings—which tangibly
demonstrates that you value their input
24

25. We’ve proven the value of these best practices
Test “new” ideas, offers, anything novel with
respondents—they value it
Provide feedback from surveys, they love it and
it reassures them that you are listening
Show a picture of sweepstakes winner “Bob S
of Shawinigan”—it is another piece of feedback
Tell them they are trusted advisors and show
them how they make a difference
25

26. Thank you