如何使用调查激励措施而不偏向您的结果

"A penny for your thoughts?"

This expression was coined over 400 years ago. But, back then the British penny was worth a significant amount of money.

Nowadays, offering a penny for customer feedback would hardly catch anyone's eyes. Customers value their time, and most aren't going to spend it answering your questions unless they're getting something in return.

But, finding the right incentive isn't a simple task. Give too much, and your business will lose money. Give too little, and your customers won't give it a thought. Finding the right balance takes effort and a deep understanding of your survey's target audience.

在这篇文章中，让我们研究调查激励措施，并讨论正确使用它们的方法。然后，我们将在为您的企业创建报价时列出一些您可以考虑的低成本选项。

但是首先，让我们介绍有关哪些激励措施以及为什么要使用它们的基础知识。

What Are Survey Incentives?

调查激励措施是向参与者提供的优惠或礼物。这些促销产品激励受访者完成调查，并向公司提供诚实的反馈。bob全站app

Survey incentives come in many forms. Some companies use monetary offers while others promote freemium products and trial subscriptions. Depending on the survey and information you're trying to obtain, your incentives should be unique and match the investment that participants will put into your questions.

If you haven't used a survey incentive yet, it's okay to be skeptical. After all, you're offering up something for free with the hope that you'll get information in return. If you're an SMB owner, you're going to need some more reassurance before you make this type of move.

Why you should use survey incentives.

The concept of incentives is pretty straightforward. I scratch your back, you scratch mine. Or, in this case, you answer a couple of subjective questions and I'll give you a gift-basket in return. It's not hard to see how this approach would be an effective way of drawing in participation.

But, is it worth it? If you give every participant a gift-basket, you'll need to get that same value back in customer data.

Well, onestudyfound that just by adding a five-dollar prepaid discount resulted in double the survey responses. Anotherbob全站appfound that a two-dollar movie coupon increased its response rates by 300%. These are small incentives, but they're yielding major payouts for these businesses.

Still, it's not as simple as slapping a gift-card to the end of the survey and calling it a day. Companies that are successful using survey incentives understand these offers can quickly lead to compromised data if left unchecked. While you want to increase responses, you don't want customers hastily filling out your survey just for the reward. You want thoughtful, honest feedback so you can use it to improve their experience.

If you want to employ survey incentives the right way, take a look below for some best practices when using these offers.

How to Use Survey Incentives

1. Determine if your survey needs an incentive.

确保数据公正的最佳方法是避免完全激励。如果您的调查率很高，并且客户乐于填写，则不需要激励。

For example,NPS®surveys typically don't need an incentive. These are one-question forms that take seconds to fill out. Adding an offer here would be useless because you won't draw a significant increase in responses.

Instead, choose a survey that you know customers will hesitate to complete. These could be product reviews, usability tests, or any other form that requires a large time investment from the participant. Or, if you're participants are traveling to your office for a focus group or testimonial, that's an excellent opportunity to entice them with an incentive.

这个想法是要感谢客户花了很多时间为您的业务提供发人深省的反馈。

2. Choose the survey incentive type.

一种s we mentioned above, there are many types of survey incentives. It's important to consider your target audience and choose one that fits their specific needs and interests. Here are a few you can pick from:

货币激励措施

货币激励措施是现金驱动的优惠。这些是客户可以在您的业务中兑换的折扣，优惠券和赠品。或者，您可以与另一家公司合作，为彼此的产品提供折扣，扩大覆盖范围并bob全站app共享潜在潜在客户。

Non-monetary Incentives

非货币激励措施通常比货币奖励更为独特。那是因为这些为参与者的需求和目标提供了吸引力。他们帮助受访者完成在完成调查之前无法完成的任务。

3. Estimate the survey incentive's value.

This is arguably the most important step when using survey incentives. You need to ensure your offer is worth the investment that participants are putting into your surveys. If it's too little, people won't be interested. If it's too valuable, then you'll end up losing money in the long run.

要找到正确的激励措施，您需要考虑一些因素。首先，考虑您的预算及其允许您提供的内容。接下来，评估目标受众的大小，以及如果每个人都参加调查，您可以提供什么。最后，考虑您的送货方式，以及您是否需要额外的钱来提供激励措施。

4. Establish an effective delivery method.

一种fter you've decided what you'll offer, you'll need to consider how it will be given to your participants. This is largely dictated by the medium that your survey uses.

例如，如果您的调查是通过电子邮件发送的，那么您的激励措施应该是数字化的。除非您提供主要的激励措施，否则刚刚向客户发送电子邮件时邮寄优惠券或折扣是很奇怪的。

The same goes for in-person incentives. If you're asking participants to travel to your offices, don't let them leave empty-handed. It's a pretty unsatisfying experience to show up expecting a gift only to be told that it'll arrive in the mail three days later.

5. Pick a timely opportunity to offer the survey incentive.

一旦知道您将提供什么以及如何交付它，最后一步就是确定其时间。选择合适的时间发送激励措施可以对客户如何填写调查产生重大影响。以下是分发要约时可以选择的两个选项。

Prepaid Incentives

Prepaid incentives can be either monetary or non-monetary, and what makes this type of offer unique is its timing. Prepaid incentives are given to participants before the survey is completed. This is done in good faith that the respondent will complete your survey without rushing or omitting answers.

期票激励措施

Promissory incentives are the opposite of prepaid ones. They're introduced at the beginning but given out at the end of the survey. This motivates participants to complete longer forms that may feel tedious or repetitive.

Now that we've covered the basics of survey incentives, let's dive into some low-cost ideas you can use at your business.

1.样品产品或试用订阅

激励客户的最佳方法是免费的。它很快，很简单，如果以正确的方式完成，它可能会便宜。

If you're aSaaScompany, consider offering a freemium subscription to your service. Or, if you're selling a physical product, you can distribute a sample or prototype version of your best-selling item. This way, customers can try out your product for free and see if they like it before buying it.

2.客户忠诚度计划

If you already have acustomer loyalty program设置，为什么不与您的调查参与者分享一些好处？

您可以使客户获得临时忠诚度福利，因此他们可以体验到您最有价值的客户之一。而且，这可能会说服一些用户在尝试测试运行后注册您的忠诚度计划。

3. Charitable Donations

如果你没有提供你的受访者,you can provide the option to donate to charity instead. So, whenever a customer fills out your survey, you'll donate a specified amount to a charity of their choosing. Or, if you know that yourcustomer basecares deeply about one cause, you can set up a campaign where all donations will be made to one charity. This is an excellent way to do something right while making a connection with your users.

Some customers don't want a gift in return and will appreciate your generosity much more. So, even if you don't want to create a company-wide campaign, you can still offer donations as an alternative to receiving a gift, just like how LinkedIn did with its survey below.

Source:中等的

4. Whitepapers

一种ccording to my colleague,Lindsay Kolowich, "A whitepaper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution."

白皮书are excellent, low-cost incentives because they're typically created from data you already have on your customers or industry. Your team is just organizing and distributing the information so that it's accessible to your target audience. And, it shows customers that you're focused on their long-term needs and goals, not just selling them products.

5. Sweepstakes

您可能会认为抽奖将是对调查的昂贵动机。但是，如果您将预算投入一个主要奖项，则可能相对便宜。每个完成调查的参与者都将参加比赛，并有同等的机会赢得大奖。这对寻求更大刺激的客户比仅仅五美元的优惠券更具吸引力。

6. Coupons

Now don't get me wrong. If you've seen极端优惠券您知道有些人根本无法拒绝很多。在调查激励措施方面，这是优惠券可以成为您的面包和黄油的地方。

If you're worried about losing too much to discounts, these numbers might put your mind at ease. Studies show that90%的一种merican consumers use coupons. However in2017，在美国释放了大约2930亿张优惠券，但只有20亿张赎回。这意味着尽管客户喜欢购买优惠券，但不到百分之一的使用它们。

7. Partner Reward

If it makes sense, you should consider partnering up with another company to create a joint-incentive for both of your surveys. You can provide their customers with a small discount while your partner does the same for your survey participants. This is a great way to show customers that you understand and align with their personal interests.

8. Small Cash Rewards

归根结底，现金是激励人们的高效方式。但是，您不必违反银行即可让参与者完成调查。一种surveyconducted by the United States Department of Veteran Affairs found that adding an incentive of five dollars increased responses by 30%. And, if you make that five-dollar incentive prepaid, you'll increase responses by almost 50%.

尽管它们不是最有创造力的，但现金奖励有效是有原因的。

For more ways to improve your surveys, read how to writesurvey questions。