TIp 7 GIVe eXAMPLeS oF hoW SIMILAR ReSeARCh hAS heLPed the CLIent Participants want to know that spending their time on a survey means motivated out of a desire to influence things. Sharing this type of insight something. For example, if you are conducting a segmentation survey, tell with participants had a very positive impact on the perception of the sur- them how similar surveys have helped the client develop a new product or vey sponsor. service to meet specific customer needs. If you are conducting a customer experience survey, tell them how similar surveys have helped the client im- how did your experience taking this survey make you feel about prove a specific aspect of their service. the brand or company it was for? Talk in general terms in the invite to the survey so as not to bias the research, better no different Worse don’t know but promise to be specific at the end of the survey and follow through on 52% 46% 0% 2% that promise. In our A/B testing research, we informed participants that: In this survey, you were told more about how 33% your participation will help the client than is usual. how interested are you in being told this “Previous studies like this provided valuable input that was used to type of information in future surveys? create new insurance and savings products for consumers. For example, Top 2 Box 7 - Very interested similar research conducted last year guided the development of their 54% 21% 6 new MetLife Rapid Term life insurance product that was launched Top 3 Box 5 4 earlier this year. This product has been designed to deliver on key 77% 3 needs of affordability, simplicity, and customization as identified by the 16% 2 23% 1 - Not at all interested responses given by the survey participants.” Source: GRBN Online Survey Experience A/B Testing This type of additional information was particularly appreciated by those “I feel like they are actually interested in finding out the results and will with an interest in the insurance category, regular survey-takers, and those use the information to provide better service.” ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 28