A survey introduction is probably one of the easiest tactics to improve response rates.
A survey introduction is your first chance to connect with your audience, building trust and providing context. Think of it as the friendly handshake before the conversation begins. And just like a handshake, there are ways you can improve your survey introduction to make an impression.
In this article, you’ll learn how to write a survey introduction with examples of strong introductions to inspire your work.
What is a survey introduction?
The survey introduction is the initial text respondents encounter in a questionnaire. This brief, introductory message acts as a crucial "hook" to engage participants and encourage their completion of the survey.
Why is the survey introduction important?
The survey introduction sets the stage for the entire survey experience.
The survey introduction is important because it is your first and most critical point of contact with a potential respondent. It sets the stage for the entire survey experience and directly influences whether someone decides to participate and how seriously they take the questions.
Here’s a breakdown of the key reasons why a strong survey introduction is so vital.
1. It increases the response rate
This is the most direct and measurable benefit. A well-crafted introduction:
- Reduces drop-off: A survey introduction provides enough information to convince the respondent that the survey is worth their time, reducing the likelihood they'll close the tab before even starting.
- Sets expectations: Clearly stating the time commitment and purpose at the outset empowers individuals to make an informed decision. For instance, someone aware a survey will take 5 minutes is more inclined to begin than an individual who, fearing a 30-minute commitment, has no prior knowledge of the duration.
2. It builds trust and credibility
In an age of spam and data breaches, people are hesitant to share information with unknown entities. The introduction addresses this by:
- Establishing identity: It tells the respondent who you are (e.g., your company, a university, a researcher), giving them a reason to trust the source.
- Assuring privacy: It explicitly states how respondent data will be handled and why it's safe, which is a key factor in getting honest responses.
3. It motivates and engages participants
People are more likely to participate if they feel their contribution is meaningful. The introduction achieves this by:
- Explaining the "why": It goes beyond a simple purpose and explains the benefit to the respondent or the wider community. This makes them feel their feedback has a tangible impact.
- Providing an incentive: If an incentive is offered, the introduction is the perfect place to highlight it, giving the respondent an immediate reward for their time.
4. It improves data quality
A confused or unmotivated respondent is more likely to give rushed or inaccurate answers. The introduction helps ensure good data quality by:
- Providing context: Introductions help respondents grasp the survey's main objective, enabling them to interpret questions more accurately and provide pertinent answers.
- Creating a positive mindset: A clear, friendly, and respectful introduction helps foster a cooperative mindset in respondents, leading to more thoughtful and honest answers.
In summary, the survey introduction is the foundation upon which your survey's success is built. It's the first impression that can make or break your research, turning a potential participant from a skeptical observer into an engaged and willing collaborator.
How to write a survey intro (8 steps)
Survey introductions are a lot of things—helpful, informative, reassuring. But one thing they are not, especially for inexperienced surveyors, is easy to write. Here are the 8 steps you need to take to write a survey introduction that catches respondent attention and excites them to complete the survey.
- Name of the organization conducting the survey. Introduce yourself and organization to survey takers to build rapport and credibility. Just like you would be hesitant to answer an unknown number, respondents don’t want to give their information to anonymous surveyors.
- Contact information for the survey creator (e.g. email address or phone number). As a bonus, provide respondents contact information so they can verify your identity and the purpose of the survey.
- Purpose of the survey. Explain the topic and why you are collecting this information. This helps participants understand why their input is valuable.
- Confidentiality information and how the data collected will be used. Inform survey takers of the privacy practices you’re taking, including what information you’re collecting, how you plan to use the data, and whether you intend to share survey data.
- An estimate of how long the survey might take. Be upfront about how long the survey will take, whether in minutes or by number of questions. This sets clear expectations and can encourage people to start.
- Information in regards to any kind of incentive or prize for taking the survey. Clearly state what is in it for the respondent. This could be a direct incentive (like a discount, gift card, or entry into a raffle) or the promise that their feedback will lead to improvements that benefit them in the future.
- Instructions on how to move through the survey. Briefly explain the format of the survey and how to complete it.
- A thank you. Express gratitude for the participant's time and effort.
Survey introductions can be hard to write, unless you know the simple 8 steps to writing an intro—which you do. Let’s take a look at these 8 steps in action with examples of survey introduction across 3 use cases.
3 examples of survey introductions
Customer satisfaction
Thank you for choosing [Company name]! We always strive to improve, and your feedback plays a vital role in helping us serve you better.
This short survey will take just a few minutes to complete. Your responses will remain confidential and will be used solely to understand your experience and identify areas where we can improve.
Please share your honest thoughts—your opinion truly matters to us.
Thank you for your time and for being a valued customer!
Why this introduction works: This survey introduction works because it clearly explains the purpose of the survey, states the time commitment, and explains that only authorized people will have access to their responses. Most importantly, it expresses gratitude for the survey takers' time and effort.
Employee feedback
Thank you for taking a few moments to share your thoughts. At [Company name], we believe that listening to our team is essential to creating a positive, productive workplace.
This survey is designed to better understand your experiences, identify what’s working well, and uncover areas where we can improve. It should take only a few minutes to complete, and your responses will remain completely anonymous.
Please be open and honest—your feedback will directly help shape decisions that impact our workplace and culture.
We truly appreciate your time and your contribution to making [Company name] a better place to work.
Why this introduction works: Fear of anonymity is a common reason why people hesitate to take a survey, especially when providing critical feedback. This survey introduction addresses that concern by stating that responses are anonymous, then reiterating that respondents should give their honest feedback.
Product development survey
We’re building something better—with your help!
Thank you for taking the time to participate in this short survey. We’re gathering feedback to better understand your needs and improve our product.
Your input will directly influence future updates, new features, and user experience improvements.
This survey takes about 5–7 minutes to complete. All responses are confidential and will only be used for product development purposes.
Why this introduction works: This introduction adopts a friendly and personable tone, presenting the survey as a chance for users to enhance a product they already use. It clearly links respondent feedback to concrete company actions, such as developing new features and refining user experience. Furthermore, it specifies a time commitment, enabling respondents to decide whether to participate.
Improve your survey introductions with SurveyMonkey
Ultimately, the survey introduction is your vital first impression—the indispensable handshake that determines whether a respondent engages with your research or abandons it.
It builds transparency, sets expectations, establishes trust, and motivates participation, all of which are made seamless by platforms like SurveyMonkey. Our online survey platform provides the essential structure and tools to build professional, effective, and high-response surveys from the ground up.
