Only a quarter of all respondents, in a survey, globally are satisfied with their experience participating in research, indicating researchers lack of prioritizing the respondent experience shows through to respondents.
Additional eye opening findings are:
- Over half of all respondents admitted that the design of a survey impacts their willingness to complete it.
- Over 50% of respondents said surveys should be less than 10 minutes in length.
- 1/3 of all respondents cite a desire to earn rewards or prizes as their primary reason for participating.
- Cash may be King, but Virtual Cards are Queen: across all sample types, countries and demographics respondents want incentive flexibility.
So what to do? Well, based on these data a “Top 5” priority action list could be:
1.) Go “mobile first” in designing studies.
2.) Stay under 10 minutes.
3.) Think like game designers, marketers, or UI experts when designing research.
4.) Respondents want a fair value exchange: reward them the way they want to be rewarded and give them choices.
5.) Use research as a brand engagement and relationship building opportunity. Other ideas can be found in the recent GRBN Special Report: Improving the online survey user experience.
