Editor’s note: Kristen Miles is director of insights at Branded Research, San Diego, Calif.
When designing a survey questionnaire, researchers focus their efforts on asking questions that will yield the insights they need to make important business decisions. A large part of this process is designing an engaging experience for the panelists who will take the survey to ensure high-quality responses.
Completion of a survey by panelists typically marks the end of the interaction between the panelist and the organization conducting the research. But what about the long-lasting impact of survey-taking for panelists after the experience is over? We often don’t consider that taking surveys has positive benefits for panelists outside of any incentives they may receive.
Overall, our research has found that taking surveys is an enriching experience for panelists. Just over one-third (36 percent) of panelists feel more productive when they share their opinions and thoughts through the surveys they take. And 20 percent feel happy, 9 percent feel relaxed and 7 percent feel inspired when completing surveys.
In addition to positive feelings, research by Fitzsimons and Morwitz in the Journal of Consumer Research has shown that the act of being asked questions on a survey about a particular topic can dramatically increase the likelihood that panelists will later perform an action related to that topic. Basically, being asked a question about a particular topic makes that topic top-of-mind for panelists and often leads them to do things they may not have otherwise done. This phenomenon is known as the mere-measurement effect.
Panelists are conscious of the fact that survey questions and topics heighten their awareness of brands, products and services. The vast majority of panelists – 85 percent – indicate they learn about new brands or products from the surveys they take. And going even further, 50 percent have been motivated to purchase a brand or product they had not previously bought after becoming aware of that brand or product while taking a survey.
This phenomenon applies to a wide range of brands and products from big-ticket purchases to everyday necessities. For example, panelists who received a study about automotive purchasing were more likely to buy a new car within six months, compared to panelists who did not receive a study about auto purchasing. Panelists who were surveyed about the likelihood of flossing their teeth in the next two weeks reported greater instances of flossing their teeth after being asked. Panelists who were not asked about flossing their teeth were not likely to report greater instances of flossing.
While surveys can be used to increase awareness and motivate purchasing, panelists are mixed on whether a survey can change their mind on a particular topic or issue. Approximately 45 percent of panelists indicate that surveys they’ve taken have not changed their mind or position on a topic. But roughly 41 percent of panelists indicate the surveys they’ve taken have in fact made them change their minds on a topic.
This is an important consideration for organizations to take into account when conducting research. Just the act of asking a question can increase awareness among panelists and lead them to take actions they might not have otherwise taken.