Online survey methods have remained consistent for the past two decades. However, recent advancements in AI and increased investment in technology have introduced new ways to participate in surveys. Companies now want a more thoughtful, in-depth survey response from participants.
The problem is that it’s easy to overlook factors that impact survey success and data quality. We get it. You are busy and need to the get survey out.
“We’re moving from an environment where we’ve made research too easy,” says Frank Kelly, Market Research Practice Lead at Virtual Incentives. “We’re changing the nature of what we’re asking respondents to do from simply answering multiple-choice questions to providing in-depth, open-ended responses and even video content.”
Frank estimates that in 2025, up to 25% of survey work will include a qualitative component. This shift in part is driven by new chatbot surveys that ask follow-up questions like “why did you say that?” to gather deeper insights.
Researchers need a more nuanced approach to respondent engagement to keep up with these changes. Looking beyond traditional survey design helps address these new challenges.
Adapting to new research methods
Surveys face several hurdles in maintaining respondent engagement. Late screen-outs frustrate participants who invest time only to be disqualified without compensation. Survey complexity often leads to high dropout rates, skewing results.
Incentive choices can miss the mark, with inappropriate rewards failing to motivate specific demographics. Many companies struggle with transparency, not clearly communicating compensation rates or survey expectations.
These issues, combined with inconsistent payment practices and slow reward fulfillment, contribute to declining survey response quality and respondent satisfaction.
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A holistic approach to survey response
Researchers must examine the whole picture of how respondents interact with surveys to solve these problems. This includes examining every step of their experience and finding ways to make it better. Different parts of a company handle different aspects of surveys, so it’s important to coordinate improvements across the entire organization. This is an even greater challenge when multiple companies are involved in the fieldwork.
Companies typically focus solely on improving their survey instruments when they address survey respondent challenges. However, the respondent journey involves numerous touchpoints, many of which are often overlooked.
“We need to step back a little bit and say we need a holistic framework to evaluate all aspects, no matter who’s responsible within your organization,” says Frank.
Looking at the whole process helps companies spot problems they might have missed. That’s where The Framework for Assessing Respondent Engagement, or the FARE framework, comes in.
It’s a comprehensive tool developed by Virtual Incentives to evaluate and improve the overall survey experience.
Improving survey response with the FARE framework
The FARE Framework examines 12 key factors that impact respondent engagement, ranging from incentive strategies to gamification elements. This holistic approach goes beyond traditional survey design and considers every touchpoint in the respondent journey.
Companies can use the framework to identify blind spots in their current practices, implement targeted improvements, and create a more engaging research environment.
Here are the 12 areas the FARE framework analyzes:
Incentive strategy
Effective rewards align closely with research goals. Different studies may require unique motivational approaches. The most successful strategies tailor incentives to the specific type of research and desired outcomes.
Incentive choice
Rewards that motivate one demographic may fall flat with another. Age, location, and professional background all influence which incentives appeal most. Offering a variety of options can significantly boost participation rates across diverse groups.
Proportionality and fairness
The effort required for a survey should match its compensation, including for screenouts. Respondents quickly notice when rewards don’t reflect their time investment. This balance plays a crucial role in maintaining long-term engagement.
Fulfillment speed
The timing of reward delivery significantly impacts respondent satisfaction. Waiting weeks for a promised incentive can discourage future participation. Best practices involve delivering rewards as quickly as possible, often in real-time.
Ease of redemption
Complex processes for claiming rewards frustrate participants. High point thresholds for cashing out or convoluted redemption steps can lead to disengagement. Simplifying this process ensures more respondents actually benefit from their earned rewards.
Transparency and communication
Clear, upfront information about survey length, compensation, and reward limitations builds trust. Surprises in these areas often lead to negative experiences. Detailed communication helps set accurate expectations and improves overall satisfaction.
Variety of research formats
A diverse range of activities keeps respondents engaged over time. Mixing short and long surveys, varying topics, and employing different research methods prevents boredom and dropout. This variety also helps attract a wider range of participants.
Read More: Survey Engagement Strategies That Drive Participation
Effort to qualify
Entering paid research often involves repetitive profiling questions and lengthy screenings. These can deter potential respondents. Using existing data to pre-qualify participants can significantly improve this experience.
Research design
Mobile-friendly and visually appealing surveys perform better. With many surveys now taken on smartphones, a smooth mobile experience is crucial. This includes considerations like font size, button placement, and overall layout that works across devices.
Respondent support
Multi-channel, accessible support can make or break the survey experience. Offering assistance through various channels, in multiple languages, and for both general and technical issues ensures respondents feel supported throughout the process.
Accessibility
Surveys should be designed with all potential respondents in mind. A significant portion of the population has some form of disability. Ensuring surveys are accessible to everyone is ethical and crucial for gathering truly representative data.
Gamification
Respondents want to be entertained. Elements of fun and competition can transform survey-taking from a chore to an engaging activity. Progress bars, reward multipliers, or skill-based bonuses can significantly boost engagement and improve response quality.
Each of these factors plays a role in shaping the overall survey experience.
The cost of leaving respondents behind
Neglecting these areas of respondent engagement can lead to huge problems. Declining response rates, poor data quality, and respondent fatigue become more common. Organizations struggle to attract and retain quality participants. These problems can increase costs due to inefficiencies in the research process.
“We’ve gotten to a point where there’s been declining respondent engagement,” says Frank. “The process of taking surveys has really degraded from what it was five or more years ago. It’s a less fun experience and a lot less financially rewarding.”
The respondent experience is getting worse. At the same time, the industry is demanding better quality responses and more detailed input from participants.
Get better survey response quality
Research companies need to lead the way in making these changes. Companies need to look at every part of the process to improve surveys. This means thinking about rewards, changing how surveys work, and making the whole experience better for respondents.
Companies that get this right see big benefits. Their data gets better, respondents are happier, and their research works better overall. It’s a complex problem, but getting expert help can make a big difference.
Show me how to use the FARE framework