Creating a good introduction for a survey is a crucial part of successful research. Its quality will greatly impact the process. It will improve the end result, including survey completion rates and response accuracy.
A questionnaire introduction provides the chance to introduce yourself and the topic being explored to respondents. It is also a chance to assure them that their personal information will be kept safe and explain how they will benefit from completing the survey.
This article explores how to write a survey introduction, discusses its importance, and provides valuable, ready-to-use questionnaire introduction examples.
What is a survey introduction—and what is its purpose?
A questionnaire introduction is a short body of text appearing on the user’s screen at the beginning of a survey. It is the first contact point between you and potential participants prior to respondents seeing any of the survey questions.
This block of text sets up the level of cooperation that will be forthcoming from the person reading it. You need to convince them to participate by providing valuable information about the survey.
This includes the research topic, the expected time it will take to complete the survey, how responses will be processed, and why it’s in someone’s interest to take the time to complete it. The survey introduction can be in the body of an email or on the first slide of the survey.
Based on the introduction, potential respondents will decide whether to participate in the survey. It is an overall description of the survey, the equivalent of the abstract in a dissertation or other research paper.
How to write survey introduction text well
After spending days or even months making the perfect survey, you probably know it like the palm of your hand. However, it’s important to take time to better understand a respondent’s initial reaction to it—they may not be familiar with the topic at all.
As with every stage of the survey-making process, respondents’ perspectives have to be kept in mind and efforts undertaken to make their experience easy and worthwhile.
Here are 16 simple steps on how to write a survey introduction text to make it engaging.
1. The importance of a compelling introduction
The introduction in survey questionnaires serves as the gateway to a successful survey. A compelling one not only grabs the attention of respondents but also sets the tone for the entire surveying process. A well-framed introduction ensures that respondents understand the purpose and relevance of the survey, making them more inclined to complete it. Essentially, a thoughtful introduction can heavily influence the overall response rate and the quality of data collected.
2. Understand the audience
Every survey is designed for a specific demographic or audience. Understanding them, and what drives them, allows for a tailored introduction that resonates. For instance, a survey meant for teenagers requires a different tone and approach than one aimed at senior citizens. By empathizing with the audience’s perspective, one can craft an introduction that speaks directly to their interests and motivations.
3. Personalization
In today’s digital age, consumers appreciate distinctive touches. Personalizing a survey introduction, whether through addressing the respondent by name or referring to past interactions, adds a layer of authenticity. It gives the respondent a feeling of being valued and recognized, which can translate into a higher likelihood of participation.
4. Clear and concise language
Clarity is paramount in any communication. A good introduction for a questionnaire is vital in ensuring that respondents immediately understand the survey’s purpose and what’s expected of them. Avoid industry jargon or overly complex sentences. Instead, opt for straightforward and concise language that communicates the essentials without overwhelming or confusing respondents.
5. Survey timing
Timing can be a determining factor in the success of a survey. For instance, sending a customer satisfaction survey immediately after a purchase or service experience ensures the interaction is fresh in the respondent’s mind, leading to more accurate and detailed feedback. On the other hand, ill-timed surveys may come across as irrelevant or intrusive.
6. Incentives and rewards
Motivation is a powerful tool. Offering respondents a tangible incentive—whether it’s a discount, gift card, or entry into a prize draw—can significantly boost participation rates. However, it’s essential that these incentives are relevant and appealing to the target audience and then delivered as promised.
7. Privacy and data security
With increasing concerns about data privacy, assuring respondents that their information’s safety is non-negotiable is vital. An introduction should clearly outline the measures taken to protect personal information and how the data being collected in the survey will be used. Being transparent about compliance with regulations like GDPR will instill confidence and trust in respondents.
8. Contact information
Including contact details in the survey introduction can be a game-changer. It not only offers a channel for respondents to voice concerns or seek clarifications but also communicates transparency and openness. This proactive approach can lead to increased trust and a willingness to participate.
9. Testing and feedback
Like any piece of content, an introduction for a questionnaire benefits from testing. Running it by a small group—preferably from the target demographic—and seeking feedback can highlight potential areas for improvement. This iterative process ensures the introduction is optimized for its main audience.
10. Adapting to different survey types
Different surveys serve different purposes and their introductions should reflect this variance. An employee feedback survey will require a different tone and set of assurances than a market research questionnaire. Tailoring the introduction to the survey’s unique context ensures that it will resonate with potential respondents.
11. Visual appeal
The aesthetics of a survey introduction can influence a respondent’s decision to proceed. Utilizing a clean, intuitive design incorporating on-brand colors and images can create an inviting and professional first impression. It’s essential to ensure the design enhances the content—as opposed to distracting from it.
12. A/B testing
Refinement is the key to perfection. A/B testing, in which two different introductions are presented to separate groups of respondents, can provide insights into which one performs better. This data-driven approach ensures that the introduction is continually optimized based on real-world feedback.
13. Follow-up surveys
Gathering feedback is an ongoing process. Follow-up surveys, sent after the initial one, can delve deeper into specific topics or measure changes in opinions over time. However, their introduction needs to acknowledge the prior interaction and explain the rationale for a subsequent survey.
14. Compliance with ethical guidelines
Conducting surveys isn’t just about gathering data, it’s about doing so ethically and responsibly. Ethical considerations, including informed consent and participant rights, should be highlighted in the introduction. This ensures participants are aware of their privileges and fosters a culture of respect.
15. Analyzing introduction performance
After deploying a survey, it’s crucial to evaluate the introduction’s efficacy. By examining metrics like response rate, drop-off rate, and feedback, insights can be gained regarding the introduction’s strengths and the areas needing improvement. This analysis forms the foundation for future refinements.
16. Continuous improvement
The art of crafting survey introductions is one of continuous learning. As markets evolve and respondents’ preferences change, so should the survey approach. By staying adaptive and open to feedback, researchers can ensure their introductions remain effective and engaging.
Survey introduction example: A template for any type of research
Based on the checklist above, here is a survey introduction email example that fulfills all the requirements that will act as the perfect first contact with potential respondents.
- Hey there, we would like to hear about your recent customer service experience!
- At [company name], your satisfaction is what we value most. By participating in our survey, you will help us improve our products and offer you even better service.
- This five-question survey takes only ten minutes to complete and is available until the 28th of November.
- It is anonymous. The data gathered will only be used internally to improve our future customer service strategies.
- Click below to access the survey. If you have any additional questions, feel free to contact us at support@company.com. We appreciate your feedback!
The wording of a questionnaire introduction and the information that is included can differ based on the field of research. Check out our survey introduction examples and choose an introduction sample best suited to your needs.
Introduction to a customer satisfaction survey
A customer satisfaction survey introduction is likewise an important part of customer experience research. The wording will have a huge impact on whether customers will take the time to answer—or just ignore it.
If surveying recent customer experience, send a survey shortly after customers purchased a product or had contact with the customer support team while the experience is still fresh in their mind.
Stay true to your company’s tone of voice and let respondents know that you appreciate their patronage. An incentive that encourages them to participate can also be offered. Here is a survey intro example:
Thank you for shopping at [company name]! We would like to ask you a few questions to learn about your shopping experience.
This survey will take only a couple of minutes and will be very valuable for improving the services we offer to you. The responses you give will stay anonymous.
Click below to participate, which will get you 30 percent off your next order!
Introduction to a market survey
Market research surveys are conducted to get more information about the situation in a specific economic sector and provide valuable real-time insights into the needs of a target audience and how the competition is doing.
Conducting product surveys can help improve existing products or make adjustments before releasing new products or services. Simply put, market research surveys help expand and grow a business.
When doing this kind of research, it is important to determine the target audience. If they are not yet customers, they may not be familiar with your brand, so make sure to introduce it properly and explain why they have been chosen for this research. Here is an example:
- Nice to meet you! We are [company name], and we are working on bringing affordable [your products] to the world.
- Our company aims to develop the best possible products for our customers, and we need your opinion to make this happen.
- Wondering why we chose you? We are looking for [describe your target audience], which makes you a perfect fit.
- We would appreciate it if you took the time to answer this five-minute survey. It is anonymous, and your data will be used only for this research.
- Click below to fill out our survey and get 10 percent off our newest collection!
Student survey introduction sample
Student surveys are an important part of education surveys. With them, feedback is garnered from students regarding teachers, courses, curriculum, extracurricular activities, and much more.
Measuring students’ satisfaction levels helps highlight the strengths and weaknesses of a school, which in turn helps improve decision-making. However, in order to get accurate responses, certain steps are required, including how the introduction is written.
When making surveys for students, ensure they are anonymous. Many students may be afraid of retaliation, which will make them reluctant to give honest opinions.
Emphasize their anonymity in the introduction. Explain why this research is being carried out and how the gathered data will be used. Here is an example of a student questionnaire survey introduction:
- Thank you for being one of our students at [name of your school]. Please take the time to answer this short five-minute survey and let us know how satisfied you are with your chosen courses from this semester.
- This survey is anonymous, so feel free to answer honestly. It will very much improve the accuracy of our data and help us improve the curriculum as best as possible.
Introduction to an employee survey
Conducting human resource surveys can greatly improve a workplace, which will result in happier and more productive employees. Find out about the work-life balance of employees and the overall company culture, measure the motivation and engagement of employees, and learn how satisfied they are with their jobs.
When writing the survey introduction, focus on the same aspects as above. Emphasize that the survey is anonymous and communicate this openly to employees. This will encourage them to share their honest opinions and help gather valuable and accurate responses.
Introduction for a research paper survey
Some research papers require conducting surveys on a particular topic. Writing a research questionnaire introduction for a research paper is no different than writing one for the previously mentioned purposes.
Introduce yourself and the topic to respondents and explain the purpose of the research and the benefit to them for participating. Include other information about the survey that you think is needed, though make sure to not overdo it. Keep it short and simple for high survey completion rates.
Introduction to a survey report
Writing a survey report is one of the seven steps of conducting survey research. It is the last one after the data analysis and is crucial to presenting findings.
A survey report introduction is very important for the success of a report. Its purpose is to introduce readers or listeners to the topic and the ultimate findings of the research.
The same advice applies: keep it short, use simple language, and incorporate only the most important information.
And above all, put yourself in the shoes of the audience. Unlike you, they have not been spending months with the survey and supporting material.
Additional tips for creating the best survey introduction
Good survey introductions help increase response rates and gain respondents’ trust. They are a perfect way for respondents to get to know you better, as well as the research topic and the ways they can benefit from it.
Here are some additional tips to create the best survey introductions, regardless of the topic of your research:
- Make the survey anonymous and make sure respondents are aware of that.
- Add a logo to the survey to increase brand recognition.
- Don’t forget to keep the tone of voice on-brand.
- If brand identity allows it, use a familiar tone.
- Offer incentives for survey completion.
- Thank the respondents for completing the survey.
Of course, before writing a survey introduction, you need to create the survey. With our help, amazing questionnaires can be made in no time. Sign up to Survey Planet today, create a survey for free, and add a well-written introduction using our tips!
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