TIp 15 be honeSt About SuRVeY LenGth The results show that expectations and incentive amount do increase willingness to participate in future marketing research. The results also show that setting and meeting expectations is three-and-a-half times more important than incentive amount in encouraging willingness to participate in future marketing research. Violating expectations may kill future participation and endanger recruiting and retention for marketing research panels. In cases where you are designing a longer survey, it’s good to manage your respondents’ expectations. uSeFuL LInkS • Tell them up front about how long the survey should take • Lotta, Mark. “The importance of setting and meeting • Break up your survey into pages that don’t require a survey respondent expectations” Quirks, Nov 2015. lot of scrolling so it doesn’t feel overwhelming • SurveyMonkey’s Surveys 101 project • Use a progress bar so respondents can see how they are doing (people like to see progress!) ENGAGE 2.0 - 30 TIPS TO IMPROVE THE RESEARCH PARTICIPANT USER EXPERIENCE – A GRBN Handbook © 2020 GRBN 36