How to Write a Survey Introduction

While it may be one of the most overlooked parts of a survey, the survey introduction plays a big role in its ability to motivate respondents to take the survey, brand your business, and make sure that those taking the survey understand its purpose. Poorly written survey introductions can lead to problems with your data, and in some cases may change the results of a respondent's answer.

It’s important that you pay attention to your language, and make sure that the objectives of your research are clear for the person taking it. It may be a good idea to stress honesty, although doing so may cause its own biases. You will also have to make sure that the introduction includes information privacy.

Make sure that the person taking the survey fully understands that the survey is anonymous ; their information is going to be kept private and that it will not be shared with anyone or used to identify them. You may also want to explain how you received their contact information in the first place.

Finally, integrate something that allows them to know both how long the survey will take, how many questions there are, and how they will know when it is closer to completion. If they are rewarded for finishing the survey, it may be a good idea to explain the incentive and what they need to do to earn it. If you are going to share your results with them later, make sure they know.

Seeing the results of the survey is a great incentive.

The key here is to make sure that your respondents take the survey and answer the questions as honestly as possible, and anything you can place in your introduction to motivate them to completing it is valuable. Focus on what you will gain if respondents complete the survey and provide relevant feedback, while also making sure that they understand how it benefits them, and whether it is to improve products, services, or processes. Remember, the survey introduction is not a place for you to try to market to the customer.

It is a place to get them to fill out the survey as accurately as possible. Don’t miss! How Valuable are Shorter Introductions ?