How to Increase Survey Response Rates: 9 Practical Tips
A survey is only as valuable as the responses it receives.
You can write the perfect questionnaire and ask all the right questions, but if only a small number of people take part, the results may not provide a complete picture.
Whether you're gathering customer feedback, measuring employee engagement, or conducting tenant research, achieving a strong response rate is essential.
Here are some practical ways to encourage more people to take part in your surveys.
Explain Why Their Feedback Matters
People are more likely to participate when they understand the purpose of the survey.
Instead of simply asking someone to complete a questionnaire, explain why you're collecting feedback and how the information will be used.
For example:
"We want to better understand your experience so we can improve our services."
A clear purpose helps people see the value in taking part and reassures them that their opinions matter.
Keep Surveys as Short as Possible
One of the biggest reasons people abandon surveys is because they take too long to complete.
Before sending a survey, review every question and ask yourself whether it is truly necessary.
Most respondents are happy to spend a few minutes sharing their views, but lengthy questionnaires can quickly lead to lower completion rates.
A shorter survey often results in both higher participation and better quality responses.
Choose the Right Time
Timing can have a significant impact on response rates.
For example, sending a survey during a busy holiday period may result in fewer responses than sending it during a quieter time.
Consider when your audience is most likely to engage and avoid periods when they may be distracted or overwhelmed by other priorities.
Make Surveys Easy to Complete
The easier a survey is to access and complete, the more likely people are to take part.
Make sure your survey:
Works on mobile devices
Uses clear and simple language
Avoids unnecessary jargon
Has a straightforward layout
Is accessible for people with different needs
If respondents encounter barriers, they are more likely to leave before completing the survey.
Tell People How Long It Will Take
People appreciate knowing what they're committing to.
A simple statement such as "This survey takes around five minutes to complete" can encourage participation because respondents know what to expect.
Without this information, some people may assume the survey is much longer and choose not to start it at all.
Send Friendly Reminders
Many people intend to complete a survey but simply forget.
A well-timed reminder can significantly increase response rates without requiring any changes to the survey itself.
When sending reminders, keep the message polite and concise. Focus on the value of the feedback rather than creating pressure.
In many cases, a reminder can generate a substantial number of additional responses.
Consider Multiple Contact Methods
Not everyone prefers to communicate in the same way.
Some people are comfortable responding online, while others may prefer speaking to someone directly.
Using a combination of methods can help you reach a wider audience and improve overall participation.
This is particularly important when surveying diverse groups with different communication preferences.
Reach People Who Are Less Likely to Respond
Some groups are traditionally harder to engage through online surveys alone.
This can include older residents, vulnerable groups, people with limited digital access, or individuals who simply do not respond to email requests.
If these voices are missing, the results may not accurately reflect the experiences of the wider population.
Organisations should consider additional engagement methods to ensure all perspectives are represented.
Don't Underestimate Telephone Surveys
While online surveys are popular, telephone research remains one of the most effective ways to achieve strong response rates.
A conversation with a trained interviewer can encourage participation from people who may otherwise ignore an email or online questionnaire.
Telephone surveys can also help reach groups that are often underrepresented in research, resulting in a more balanced and representative sample.
For organisations looking to maximise participation and gather high-quality feedback, telephone research continues to be a valuable tool.
Share What You've Learned
People are more likely to participate in future surveys if they can see that feedback leads to action.
Sharing key findings and highlighting improvements made as a result of previous surveys demonstrates that participation makes a difference.
This helps build trust and encourages ongoing engagement over time.
Better Response Rates Lead to Better Insights
A strong response rate increases confidence that survey results reflect the views of the wider audience.
While there is no single solution that guarantees participation, a combination of clear communication, good survey design, appropriate timing, and the right research methods can make a significant difference.
At Viewpoint Research, we help organisations gather meaningful feedback through customer surveys, employee research, tenant engagement studies, and telephone interviewing. Our experienced team works with organisations across the UK to improve response rates and deliver insights that support better decision-making.
