How to Survey People. Hint, Don’t Knock on Their Door
As a strategy company, we do many online email surveys. And, I’m also the recipient of many email surveys. So I was particularly interested in research conducted by Accelerant Research on the receptiveness of consumers to different survey invitation methods.
The No. 1 way people prefer is via email—by a landslide. People are more open to email solicitations than any other form of survey solicitation.
Here are the major results:
- Email – 61% Completely Acceptable (only 1% listed this as “completely unacceptable”)
- Printed on Retail Checkout Receipt – 47% (3% completely unacceptable)
- US Mail – 44% (4% completely unacceptable)
- Text Message to Mobile Phone – 22% (26% completely unacceptable)
- Intercept In-aisle at Store – 18% (18% completely unacceptable)
- Intercept Retail/Restaurant Exit – 18% (18% completely unacceptable)
- Live Operator Landline – 15% (35% completely unacceptable)
- Live Operator Mobile Phone – 14% (40% completely unacceptable)
- Direct Message on Social Media/App – 14% (33% completely unacceptable)
- Robocall to Mobile Phone – 11% (44% completely unacceptable)
At the bottom of the list is: Door-to-Door In Person – 6% (57% completely unacceptable). Think of that: Only 6% of people you would survey by going door-to-door would find that kind of approach as completely acceptable. That’s not good for political door knockers.
There has been no word on how Accelerant Research conducted this study, but the method must have influenced the results a bit. However, even if this research is half wrong, I still would suggest an email approach to survey rather than door-to-door any day of the year.