Why high quality survey responses matter and the secret to getting them
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Not all survey responses are created equal. So how can you be sure you’re getting quality insights? We’re breaking down the secret on the blog—read on to learn more!
Do you know how to get quality responses from your surveys?
When you chose a market research provider, no doubt you spent a lot of time discussing quality, security, and the size of the audience. But once those boxes are checked, how do you get high quality responses to your surveys?
The secret lies in the combination of your survey design and incentive structure, which ultimately leads to quality responses. Let’s explore how starting with the right format for surveys can help you get quality responses from your audience.
Survey design
To get as much as possible from consumers, it’s tempting to cram as many questions as possible in your surveys. But what happens on the other side? After answering a few questions, respondents may start to get fatigued and disengage from your survey. They may start speeding through the questions just to finish the survey and get their reward. As a result, the quality of your insights suffers.
Designing engaging surveys
At Suzy, our research professionals recognized this problem early on. That’s why we put a 20-question cap on our surveys. In fact, most Suzy surveys contain seven questions on average. Proper survey design can also help to zero in on the specific goal of the survey. For example, when deciding what flavor of ice cream to launch, it is best to separate a survey on flavor preference from one on purchase intent.
As a result, respondents stay engaged and provide valuable feedback. As one of our clients recently shared about our audience, “Consumers were extremely articulate, very insightful, very high quality. We hit the mark on the different cohorts we wanted to speak to.”
Why does retargeting matter?
At Suzy, our audience is proprietary. That means that we not only know who the audience is but provide an opportunity for our clients to go back to the same audience for further insights. Let’s look back at the ice cream example. Once you determine the flavor of the ice cream that you’d like to launch, you can go back to the same audience, and ask more questions to determine their purchase intent. By repeatedly surveying your target audience, which you can do by targeting the same people or a fresh sample, you'll get comprehensive insights to inform your overall goal at no extra cost (unlike other survey tools that are based on Cost Per Incidence (CPI)).
Vetting our audience for quality survey responses
We’ve developed a multi-step quality assurance method built to provide best-in-class audience panel quality. First, Suzy vets our audience at member signing. We achieve this by doing the following:
Blocking malicious IPs & emails
Implementing 2-factor authentication via SMS
Verifying devices
Authenticating via reCaptcha or Azure Vision
Running panel onboarding tests
All these steps work to confirm that registered users actually exist. They also help confirm that users are real people, not bots. They prevent users from registering multiple times or taking a survey more than once, keeping your survey response quality high.
But it doesn’t stop there. Once users pass our member sign-up authentication process, we continually test them. To moderate our users on an ongoing basis, Suzy does the following:
Response quality checks
Automatic keyword and low-quality response filtering
Banning repeat offenders and suspicious log-in patterns
Incentivizing honesty
Unlike other market research companies, Suzy pays out for every question. We don't disqualify respondents, either. While there are screeners in place, our respondents still get paid for every question they answer. That ultimately removes the incentive to answer dishonestly in order to qualify for the survey, preventing creating response bias toward certain answers.
The Suzy Audiences difference
At Suzy, we work to keep our audience as high-quality as possible before allowing them to take the surveys. And we can do that because we keep them close. We maintain quality by vetting them not only before they start taking surveys, but also throughout their entire time on our platform. This, in conjunction with our survey design, allows your business to get the high-quality responses you need.
Suzy is powered by Crowdtap. Our highly engaging desktop, mobile website, and apps (iOS & Android) keep users engaged. As a reward for completing questions, our verified and vetted members can choose from a wide range of competitive payouts. Learn more about Suzy Audiences and Crowdtap today by scheduling a call with our team.
