Getting people to complete surveys is always a challenge for businesses and researchers. After all, low response rates mean missing valuable data, which makes it harder to get useful insights.
So how do you get more people to participate? The answer is pretty simple – give them a reason to.
Incentives have shown to significantly increase survey response rates, but with that being said, not all rewards are equally effective.
The key is offering the right incentive at the right time, ensuring it motivates your participants without introducing bias or compromising your data quality.
Below, we explore how to use incentives effectively to boost participation while keeping your data reliable.
Think of survey response rates as the backbone of research. A higher response rate means better, more representative data. A lower one? That’s where things get a bit tricky.
The survey response rate is the percentage of people who complete a survey out of those invited to participate. Why does this matter?
Because the fewer people who respond, the more likely your results will be skewed. And if only a specific type of person answers, for instance only the most satisfied customers, you are left with insights that do not reflect the full picture.
If response rates drop too low, your research might be in trouble. Here’s why:
In other words, response rates determine whether your survey results are a valuable asset or on the other hand – a liability.
Low participation is always a big issue. Here’s why:
It’s true: people are more likely to take action when there is something in it for them. That’s why loyalty programs, cashback offers, and survey incentives work so well. It’s not just a marketing trick – it’s science.
Did you know that rewards activate the brain’s dopamine system, creating anticipation and motivation?
Even small incentives make people more willing to complete a task, like filling out a survey. So when a reward is involved, your participants see the survey as a fair exchange rather than a chore.
Here are a few real-world examples showing that incentives work:
The takeaway? Incentives make surveys more appealing, drive higher participation, and lead to better data.
However, not all incentives are created equal. The right one depends on your audience and the effort required to complete the survey.
Here are the three general types:
Remember that the best incentives offer real value. Always match rewards to your audience and survey effort to ensure better response rates and higher-quality data.
Be upfront about what participants will receive and when. Clearly state the type of incentive, how it will be delivered, and the expected timeline. This transparency sets clear expectations and builds trust.
Choose rewards that resonate with your target audience. For example, if your respondents are tech enthusiasts, consider offering digital gift cards or access to exclusive online content.
Remember that tailoring incentives to your audience’s interests increases the likelihood of participation.
Be clear about why you’re collecting data and how it will be used. Inform participants about the purpose of the survey, the type of data being collected, and who will have access to it. This openness helps build trust and can lead to higher response rates.
If you promise an incentive, deliver it on time. Missing or delaying rewards frustrates respondents and lowers future participation.
Our tip: Automate reward distribution and clearly communicate how and when incentives will be delivered.
Too little, and respondents won’t bother. Too much, and you attract people who only care about the reward. Large incentives boost response rates but don’t always improve data quality.
Our tip: Match incentives to survey effort. Small surveys need small rewards; complex ones justify higher-value incentives.
Incentives can lead to rushed answers or dishonest responses. Some people just want the reward, not to provide thoughtful feedback.
Our tip: Use prize draws, tiered incentives, or attention-check questions to filter out low-quality responses.
Jeff Sauer, a digital marketing expert, wanted to know if offering an incentive would increase survey response rates. However, instead of using a typical approach, he ran a real-world experiment, using two different email subject lines and testing how an incentive impacted his audience’s engagement. He later shared the results in his LinkedIn article.
Jeff sent a survey to his email list of 1,500 people, splitting them into two groups:
The incentive did work. The group that received the offer to have their business question answered had:
This case study confirms the idea that strategic incentives can in fact turn passive audiences into active ones, making surveys more effective and data more valuable.
Survey incentives do work. The data is clear after all. Offering the right reward increases response rates, improves data quality, and keeps participants engaged.
Now, it’s time to put this into action. Experiment with incentives in your own surveys, test different rewards, and see what resonates with your audience.
Want an easy way to implement and manage survey incentives? Interstars makes it simple. Automate incentive distribution, track engagement, and boost participation with rewards integration.
Try Interstars for free today and see how incentives can transform your survey results.