Surveys are everywhere. Here is what was waiting for me in my mailbox tonight:
This mail survey for Kool (no link) was sent to someone who used to live in my apartment, I presume. I receive so much junk mail that emptying my mailbox directly to the trash without throwing away my Netflix red enveloppes has become a daily ritual.
Here is what I like about this flyer:
Taking a survey isn’t exactly a party, so to show your appreciation we’ll send you a $10 AmEx Gift Check.
If we can’t make surveys more engaging, let’s just face the facts: surveys are boring, and all we market researchers can do is try to buy people’s attention, and buy it as cheap as we can. Some people would take a 20-minute survey for a chance to win a sweepstakes. Good for our costs per completes. I wouldn’t. For $10, I will probably take this 2-minute survey (and say how I hate cigarettes and despise their manufacturers). If we really want to increase cooperation rates, why don’t we make an offer respondents can’t refuse? Would any buyer of research accept to pay $10 more per complete?
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