Respondent Engagement: Investing in 'sticky-ness'

This paper addresses how surveys can create engagement in order to reduce boredom and keep survey respondents engaged in the answers, thereby providing better data.

Respondent Engagement: Investing in 'sticky-ness'

Stefan Kuegler, Sherri Stevens, Jason Morris

Introduction

It's an existential dilemma. Surveys are boring yet they meet a crucial data need for industry and government alike. We ask respondents to pay attention, to give us their best answers. While there are non-survey methods of research, as an industry, we still rely predominately on ask and answer surveys. These surveys are often detailed to the point of exhaustion, as business questions inevitably march on, while respondents do their best to try to answer.

We need to heed the warning signs that are flashing in the industry....

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