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WARMING UP RESPONDENTS
TO MAXIMISE REPSONSE RATES
WARMING UP RESPONDENTS TO MAXIMISE RESPONSE RATES
OVERVIEW Whether you are trying to increase a low response rate or hope
to encourage a few more customers to take part in your research programme, this webinar provides practical tips and
ideas for communicating with customers before the survey and
engaging their interest in your research.
AGENDA
• What is ‘warming up’?
• Why warm up?
• How to warm up?
– Who to warm up?
– What to say?
– How to say it?
– When to say it?
• What about employees?
• Any questions?
© TLF Research 2017
© TLF Research 2017
WARMING UP RESPONDENTS
• WHAT IS ‘WARMING UP’?
Warming up is about communication.
Warming up is making the people in your survey population aware
that a survey is taking place and they may be approached or
invited to take part.
The aim is to increase response by encouraging participation.
WARMING UP RESPONDENTS
• WHY WARM UP?
To encourage response, the benefits of which are:
Better response leads to more reliable results
Easier to achieve desired response levels and hit quotas with better strike rates
Interviewers are pushing on an open door, they get a warmer reception
The survey lands on a receptive readership
You will receive fewer enquiries related to the survey
You can reassure customers around GDPR, anonymity etc.
You can establish credibility around the process [introduce the agency]
You can encourage customers to be honest and open
It is polite and professional
It is a good PR exercise
It gives you a reason to make contact with customers
WARMING UP RESPONDENTS
• HOW TO WARM UP: WHO TO WARM UP
Warm up anyone who may be contacted [You are not saying they
will be contacted ]
In some cases not everyone who is warmed up will be contacted
Your approach may vary…
B2C vs. B2B
Exploratory / Main survey
Key customers vs. ‘Other’ customers
WARMING UP RESPONDENTS
• HOW TO WARM UP: WHAT TO SAY
Let customers know…
Why you are conducting a survey; that you’re not just being nosey. There is purpose
What the results will be used for; that ultimately customers will benefit by taking part
When the survey is happening; so they are not surprised when contact is made
How long it will take; what is expected of them and the time they will be expected to commit (e.g. 5 minutes or 45 minutes)
How contact will be made so they are not surprised or suspicious when the receive a phone call or email
Who will make contact so if an agency calls they are not surprised and likely to refuse
What you will tell them afterwards. That is, when you will provide information about the findings
You do not always have to provide an opt out address
Contact details in case they would like to know more or have any questions
WARMING UP RESPONDENTS
• HOW TO WARM UP: HOW TO SAY IT
Be clear, positive and unambiguous Keep the message concise and do not over explain There is a range of methods open to you when it comes to sharing the
message…
Letters and emails Social media Newsletters
Website Staff Posters ‘Regular’ mail Email signatures
Events
WARMING UP RESPONDENTS
• HOW TO WARM UP: WHEN TO WARM UP
You need to warm up early enough to give customers time to get the
message… but late enough that they don’t forget what you’ve told
them
7-10 days is usually sufficient but for B2B customers and customers
who are travelling or time poor you may wish to give them a longer
notice period
WARMING UP RESPONDENTS
• WHAT ABOUT EMPLOYEES?
It is important to let employees know what is happening too
Explain what is happening and when
Employees can help with the warm up, especially those who have
contact with customers on the phone or face to face
Employees need to be positive about the activity
WARMING UP RESPONDENTS
ANY QUESTIONS?
Presented by
Rachel Allen
01484 517575
Go to
www.tlfresearch.com
For my article on Warming Up
WARMING UP RESPONDENTS
TO MAXIMISE REPSONSE RATES
