market research survey introduction example

• Survey & Questionnaire Introduction: Examples + [5 Types]

Whether online or offline, you need to politely approach survey respondents and get them excited to fill your questionnaire when carrying out a research survey. Therefore, before going into the questions you want to ask, you need to kickstart your data collection process with a compelling survey or questionnaire introduction.  

Generally, only a few people would even listen to you if you shoved your survey in their faces without a simple introduction first. Survey introductions in online questionnaires help you prepare the minds of your respondents ahead of time and gather the best responses. 

What is a Survey Introduction?

A survey introduction is a concise description with relevant information about a survey. It is the first part of the survey that prospective respondents interact with and it helps them decide whether to fill your questionnaire or not. 

Think of survey introductions as abstracts that communicate the entire essence of the data collection process. Without a good abstract, your thesis gets delayed or unapproved. 

Following through with this thought means that the more exciting your survey introduction is, the higher your chances of collecting the right number of quality survey responses.

Features of a Survey Introduction

A good survey introduction must answer these 5 questions: 

• Who is conducting the survey?

Here, you should include the name of the person or organization that is carrying out the research. 

• What is the research about?

Survey respondents need to understand the aims and objectives of your research. This shows them why your survey is important and why they need to be part of it.  

• How long will the survey take?

Prepare their minds ahead of time by adding an estimated survey-completion time. While shorter surveys are likely to have more respondents, don’t give a false estimation to bait people to fill your survey. 

• Is my data safe?

Data privacy and protection is a huge concern for everyone. Since you plan to collect data from respondents, you need to tell them how you will use this information. You can include a link to your company’s privacy policy.

• How will I fill the survey?

Include instructions on how to fill the survey. Include information about relevant documents for the survey too.  

Your survey should be written in simple language your audience understands. It should be friendly, human and show the respondents how much impact they’ll make by taking part in the survey. Always include a nice “thank you” note in your survey introduction. 

Types of Survey Introduction  

Market survey introduction.

If you’re conducting market research using a survey , then you need a market survey introduction. To get more information about your customers/ target market, you need to conduct a market research survey. A market survey introduction gives your target audience a clear picture of what you want to achieve and how their participation is an important part of it.

Market research serves multiple purposes—sometimes, it is all about getting real-time data to inform product launches. Other times, it is for business expansion or product improvement. With a market survey introduction, you can get your audience on the same page and let them know the exact information you need from them. 

A market survey introduction should answer all the questions we looked at when we discussed the features of a survey introduction. After naming your organization, you should also introduce your product or product idea for brand awareness. 

Because of the type of information, market surveys are longer than other types of surveys ; sometimes, they have multiple sections. So, in your market survey introduction, give respondents a heads-up and let them know completing your survey will take more time than the average. You can add a nice reward they can claim after filling the survey. 

Example of Market Survey Introduction  

At Formplus, we are working to improve online data collection for you. We’d really like to know what you feel about online data gathering tools . Take this 20-minute survey and win a free 1-month Formplus premium subscription. Your data will be collected anonymously and only used for this research. Thank You! 

Student Survey Introduction

A student survey is a method of sampling students’ opinions about the school, teachers, and overall learning experiences. From measuring student satisfaction to evaluating courses, student surveys help you to make the right changes to your school. 

A student survey introduction is the first step in getting the best responses from your students. Encourage students to provide objective feedback and let them know how the information will be used.

In the survey introduction, indicate that all responses will be recorded anonymously. Students need to be sure that they can provide honest feedback in the survey without getting harassed or victimized. 

Example of Student Survey Introduction  

Thank you for being one of our students at Salthill College. Please complete this short 3-minutes survey to let us know how satisfied you are with your overall student experience at our college. All responses are recorded anonymously so feel free to provide honest feedback. Your responses will help us improve our teaching and learning environment. 

Research Questionnaire Introduction  

You need a good research questionnaire introduction during the data-collection phase of your research. People are more likely to fill your questionnaire when they clearly understand what you want to achieve and why your research is important. 

In the research questionnaire introduction, you can include facts, data, or statistics about the research problem. Then, show how the data collected via the questionnaire will contribute to solving the problem. The introduction should also address data privacy, data protection, and participant’s consent. 

Even if you plan to share the questionnaire physically, a good research questionnaire introduction will help collect responses faster and save time. 

Example of Research Questionnaire Introduction  

Hello, I am a postgraduate researcher at the London School of Tropical Medicine. I am conducting a study on effective treatment options for communicable diseases in West Africa and I would like to know your experiences with the signs, symptoms, and treatment of communicable diseases. Please complete this 30-minute survey. Your responses are anonymous and you can skip any questions you are not comfortable with. Thank you for your participation. 

Customer Satisfaction Survey Introduction  

Your customer satisfaction survey introduction should communicate 2 things—appreciation and brevity. First, you should let your customers know how much you love their patronage. Next, tell them that the survey will take just a few minutes. 

Throw in an honorary mention of your brand and then, go through some of the information you’ll need from them in the survey. To increase response rates, you can reward respondents with a gift, discount, or special offer. 

Example of Customer Satisfaction Survey Introduction  

Thank you for shopping at Wreaths and Flowers! We’ll like to ask you a few questions about your shopping experience. Your responses will help us make shopping more enjoyable for you. This will only take 1 minute and you get 30% off your next order when you complete the survey! 

Importance of Survey Introduction

• It outlines the most important information about your survey

People need to know what they are getting into before filling your survey or questionnaire, and that’s exactly why you need a great survey introduction. 

• It’s a great way to welcome respondents

You wouldn’t just walk up to someone to ask for something without a proper introduction so why would you want to do this with your survey or questionnaire ? A questionnaire welcome page sets the mood for requesting responses from your respondents. 

• Quality survey introductions help you gain respondents’ trust

Many people are not excited about filling surveys and questionnaires, which is why they need a push. A survey or questionnaire introduction helps respondents to trust you and heightens their interest in filling your survey. 

A survey introduction answers all the questions participants may have about the questionnaire. Think of it as some sort of FAQs that allows respondents to have a full grasp of your data collection process. 

A questionnaire welcome page boosts survey participation and reduces survey dropout rates. 

It helps survey participants to feel like an important part of the overall data gathering process. Survey introductions show participants that you value their opinions. 

Survey introductions build the participants’ interest in your survey or questionnaire. 

Why Use Formplus to Create Surveys?

• Pre and Post Submission Page

Formplus allows you to add exciting survey introductions to your questionnaire. On the form’s intro page, you can provide a brief description of your survey, information on data privacy, and any other thing they need to know before filling the form. 

You can also customize the form’s post-submission page and include a nice “thank you” note for respondents after they complete the survey or questionnaire. Learn more about our intro and post-submission pages here:

• Intuitive Easy to Use Survey Maker  

The Formplus builder is easy to use and you can build surveys and questionnaires from scratch in no time without writing a single line of code. It has a drag-and-drop feature that allows you to add more than 30 different fields to your form seamlessly. 

• Conditional Logic

Survey participants do not have to see or fill out all the fields in your form. With conditional logic, you can show or hide form fields and pages based on answers provided by respondents. This means survey respondents only have to fill the fields that are relevant to them. 

Conditional logic helps you collect the right type of information from different survey participants. This way, you can avoid extra clutter and collect as much data as you want. 

• Offline Surveys

Formplus supports offline data collection and this means you can collect data in areas with poor or no internet access. Survey participants can fill and submit your questionnaire when they are offline. The data they provide will be automatically synced with our servers or your preferred cloud storage when internet access is restored. 

• Customized Surveys and Questionnaires

Formplus allows you to create beautiful and unique surveys with zero design experience. With the flexible design options, you can change the questionnaire’s background, colors, fonts, and create visually appealing designs. You can also add images and your organization’s logo. 

• Share Forms Easily

With multiple form-sharing options, you can send out your survey and collect responses in many ways. Apart from adding your questionnaire to your website, you can also share it using the social media direct sharing buttons and via email invitations. 

• Google Sheets Integration

With Google sheets integration, you can automatically update form responses in your spreadsheet and keep all form collaborators up to date. This makes it easy for you to import and export data, and collaborate with multiple people at the same time. 

• Custom Subdomain

Sharing your questionnaire via a custom subdomain adds an air of professionalism to your overall data collection process. When creating your custom URL, you can include the name of your organization as a means of promoting your brand. 

Custom subdomains are simple and easy to remember too. Hosting your survey on a custom subdomain also serves as an extra layer of security; especially when you share the link via email. 

• Autoresponder Emails  

After receiving a new response to your questionnaire, you can send out an automated automatic confirmation email to the survey participant in the form of autoresponder messages. In your autoresponder email, you should include a thank you message and any links to special offers and rewards. 

• Mobile-Friendly Forms

Many people fill out surveys and questionnaires on their mobile devices and this is why all Formplus forms are mobile-friendly. Participants can complete the survey right on their mobile devices without having to bother about pinching out or zooming in on your form. Formplus forms can be viewed and filled out on any smartphone, tablet, or internet-enabled mobile device. 

In this article, we’ve looked at different survey introductions for different types of questionnaires and surveys including customer satisfaction surveys and research questionnaires. Whether you are collecting data online or offline, the right survey introduction will boost participants’ interest in completing your survey. 

With Formplus, you can add unique survey introductions to your form before sharing it with respondents. On the post-submission page, you can include a beautiful “thank you” note for respondents who complete your survey. Try out the pre and post-submission page option as well as other exciting features when you sign up for a free Formplus account. 

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How to Write a Survey Introduction [+Examples]

Updated: November 08, 2024

Published: August 02, 2021

The first-ever survey I conducted was a disaster. After putting a few words in the survey introduction, I blasted links to the survey on LinkedIn, Slack groups, and X. How many responses did I get? 24. This number was small, making my results not statistically significant. Bummer, I know!

While I’ve since refined my survey creation process, I still see people struggling to improve their survey completion rates . Fixing the survey introduction is a good start, and in this article, I’ll show you how to write great survey introductions.

Table of Contents

What Is a Survey Introduction?

What makes great survey instructions, how to write a survey introduction, survey introduction template, good survey introduction examples.

A survey introduction is the block of text that precedes the questions of your survey. It might be included at the top of an email requesting feedback or be the first slide in a series of questions. The survey introduction sets the stage for what the survey is, why the recipient should take the time to complete it, and what you'll do with the collected information. It should be compelling, informative, and reassuring.

Great survey instructions stimulate the interest of respondents. Here are three key elements that make survey instructions effective.

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7. Show Gratitude

Finally, I thank my respondents for their time. I don’t care if their responses are negative. Giving me some of their time is enough to show their kindness and loyalty . Respondents will not take the time to provide feedback if they don’t care about the impact of the survey.

Here are some phrases you can use to show your appreciation:

• This feedback is very helpful for our team in developing new features. Thank you so much for taking the time to complete this survey.
• We read every comment you leave on these surveys, so thank you for your feedback!
• We truly appreciate your insight and your time.

Want to make sure you've got it all covered? Save this checklist of the most important aspects to include in your survey introduction:

• Why are you doing this survey?
• How long will it take? (Minutes or number of questions)
• Why should they fill it out? Is there a giveaway for respondents (such as a draw for a $50 Amazon card) or another incentive to complete it?
• What are you going to do with the results? Are they anonymous?
• When does the survey close? What is the overall timeline?
• Any definitions or info they need to know before completing the survey?
• Where should they go if they have questions or more feedback?
• Thank your participants for their time and feedback.
• Any additional information they need to fill out the survey with good, accurate data?

Pro tip: One great way to keep track of all your customer insights is with customer feedback software .

[Your Survey Title]

Hello [audience/respondent group]!

Thank you for considering taking part in our survey on [topic or issue you are surveying]. This survey will [explain the purpose and aim of your survey]. Your feedback will help us [mention the outcome you are hoping to achieve and act upon].

Key details about the survey:

• Time commitment. This survey will take about [number] minutes to complete the [number] questions.
• Incentives (if any). All respondents could win a [mention incentive].
• Privacy. Your responses will [mention anonymity, e.g., “completely anonymous”] and will only be used for research.
• Deadline. The survey remains open until [closing date].
• Publishing. We expect to share the results on [date] on the [name of the website].

Before You Begin:

• Please note that [mention any special definitions or details] to ensure consistent and accurate responses.

If you have questions or additional feedback, please ‌reach out at [contact email].

Thank you very much for your time and input. Your feedback helps us create a more insightful and valuable resource.

Here are some survey introductions that I think hit all the right notes — read on for inspiration. And for a good starting point on how to write your own, check out these free customer satisfaction survey templates .

Squamish Off-Road Cycling Association (SORCA)

The Importance of a Good Survey Introduction

One important lesson I have learned about surveys is this: Customers aren‘t obligated to offer their opinions. Any feedback that they provide should be treated as a gift — after all, they took time out of their busy schedule to interact with your company and offer valuable data. Keep this in mind as you’re creating your survey.

I’ve also seen the benefit of keeping the survey introduction short and helpful — and giving your respondents a reason to want to complete the survey. When it's well written, your survey introduction is a pivotal part of your survey strategy.

Editor's note: This post was originally published in August 2021 and has been updated for comprehensiveness.

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Survey introduction examples that actually work

• Written June 22, 2017
• by Rens Deckers

Writing a solid survey introduction is not a waste of time.

You’ve created a survey and you need answers. Preferably without respondents going “NOPE” at seeing the word “survey” in their mailbox.

It’s your one window to get in, create a feeling of sympathy and make people feel like “Mmkay, I want to help these guys out with my answers”.

In fact, it’ll be the same trigger that pushes you to read this article or not. (No hard pushes though, just a gentle nudge. OK?) There are a few essentials that make up an irresistible survey introduction. We’ve collected all of them for you in a useful list and written up a good (copyable!) example of each approach. And one PERFECT template that combines them all.

4 Aspects of writing a solid survey introduction

1. provide all (relevant) necessary information.

Based on what you want to ask and who, choose from the items below. Don’t write an endless introduction for the sake of being correct.

Limit yourself to giving the essential information, and the trigger that your audience needs to take action. Let people know:

– What’s your purpose?

If I asked you a bunch of questions, you’d want to know why I’m asking and why I’m asking YOU specifically.

Being clear and transparent about your purpose will help people see you as “someone they can help”.  Give them a chance to be a hero for one day. 😉

Simply state the reason for your survey and what you want to achieve with it, will persuade more people to complete it.

Use this template : We’d really like to find out how you feel about [research topic]

Saying what your purpose is, helps people value your research.

But actually showing what you do with your research , that’ll just draw them right in!

If you have previous results you can refer to and tie this to how people can help you now.

Don’t think, do it!

– Is it private?

Privacy is tricky as it is. With people becoming more and more aware of the importance of their personal information, it’s necessary that you are up front.

Always be clear about what you plan to do (or not do) with the collected information and you’ll ease respondents into answering more truthfully.

Use this template : No! We don’t want to spam you in any way. So don’t worry, you will remain completely anonymous.

If your respondents aren’t anonymous, be clear to state what will happen to their information and why:

Use this template: We appreciate you letting us know who you are. We don’t want to spam you in any way, the data we collect will be used only for this research.

Extra tip: There’s only so much room in an introduction screen. If you want to be thorough, you can always add a link to your privacy policy in one of the slides before you ask your respondent to submit their answers.

Just in case you do plan to reach out to them afterwards. Always give respondents the option to “opt out” :

Use this template: If you want to be informed about the results of this survey and receive other news from [company name], enter your email here.

– How long will it take?

This is THE most frequently asked question when people take a survey. Try to give your respondents a realistic estimate of the time it’ll take to answer your questionnaire.

Now let’s be honest!

We both know that your 10 open-ended questions will not get answered if you promised that the survey would only take a minute.

It’s up to you, not only to be honest about the duration, but also to make sure that you limit your survey to the essential questions and no more.

Respondents can and will abandon you for this.

When we send out surveys through email we will always write something along the lines of “This survey will only take 49 seconds of your time. Really! We timed it 😉 “.

(We actually do time it!)

Use this template: We realize how precious your time is. That’s why we made sure this survey will only take a quick [amount of time – preferably in seconds].

– What’s in it for me?

People want to win stuff. It’s simple.

Winning does not necessarily mean a big prize. People like to get knowledge in return, have a little fun with a game, get a coupon, …

Incentives are the perfect and easiest way to boost your participation rates. (Aside from the introduction examples, make sure the incentive is relevant and useful. Big and expensive does not equal relevance!)

Even people who are initially uninterested can be won over with a well-chosen incentive. Add more power and a little tease by adding a picture or video of the incentive.

Use this template: Think we were going to let you leave empty handed? 🙂 Take this survey and have a chance at WINNING our big prize [that you should specify here]!

– What audience am I in? Of course, your survey will have a certain target audience. So when approaching potential respondents about a survey, make sure to inform them about this chosen target audience.

Quickly let them know why you chose this segment and how your respondent fits in. It’ll increase their recognition of how they can help you personally.

Use this template: Wondering why we chose you? We’re looking for [that which specifies your target audience]. And that’s why you’re a perfect fit!

– Who am I answering these questions for?

Knowing from which company the survey originates is another way of convincing your target audience.

Give some basic information about yourself as participants will be more reluctant to share any data with an unknown company.

Use this template: Nice to meet you! We are [company name] and [a little bit more about your company, or jump straight to the purpose of your research]

2. A simple thank you

Power up your survey introduction with a thank you note.

Hey, it’s not only a sign of appreciation, it’s the least you can do!

Your participants are giving up their time for you to benefit from.

They are not gaining anything from doing this (except maybe your super relevant incentive). Try your best to make this experience as human and “spontaneous” as possible by adding a personal touch, especially by thanking your respondents.

(Thank you, by the way. You’re doing an awesome job reading all the way to the end… )

Use this template: We personally want to thank YOU for every second invested in our research. You rock!

If your company and research allows it, make this even more personal. Give your brand a face. Adding a real person’s name works just as well in surveys as it does in a newsletter, blog post or podcast.

Use this template: Thanks for helping us out. From all of us at [company name], [your name] [your title (optional)]

3. Less is more

Take everything you’ve learned in the previous steps… And now scratch that!

We recommend to always write your survey introduction text as short as possible.

???? … Sorry, I know!

People – especially those in a hurry – don’t want to waste their time reading page-long introductions before finally being able to start your survey. Use only the essentials from the above tips. Then go ahead and just make your point.

By writing up your survey introduction as short as possible, you force yourself to only focus on the most important message . And you don’t waste respondents’ time even before they’ve taken the survey. Getting them in is what’s most important. 

Tip: If you want to analyze the way users read your surveys in order to predict their performance more accurately, maybe one of the AI consulting tools we looked at, Neurons, has what you need. 

4. Inviting atmosphere is key

The first step for your introduction is making sure people will enter your survey and answer questions. Your second priority, is making sure they’re honest.

Here’s how to get that done:

Honesty: “You get what you give. What you put into things is what you get out of them.” – Jennifer Lopez.

Don’t expect your participants to blindly answer in a truthful way if they don’t know the full picture surrounding your study. Offer all corresponding information from the very beginning to avoid sloppy data which could lead to “brand dilution”.

Neutrality: Try to remain neutral throughout your entire survey, not just your introduction. You often see companies using one liners like “leading company in our niche” or “Bringing you the best service”. Don’t do this! As it will only create confusion and prejudice instead of confidence and reliable data.

Now let’s summarize, and get to the good stuff:

The perfect survey introduction example

Followed all of the steps above? Nice! You will have a survey introduction that is perfect and by the book!

Does it look like it got a bit too long? Too much info? Simply not as appealing as you thought it would be?

We wrote up a short, generic and to-the-point version for you to use. The perfect survey introduction example:

Use the ultimate template:

Hey, glad to see you around here! First of all, let me thank you for taking our [survey duration] survey. You are a great help! 🙂 We at [company name] are on a daring quest to collect the right data about [survey subject]. Our target audience involves everyone who [target audience]. This is why we chose you! And don’t worry, your data is just for [where you will use it] ]so [be clear about their privacy]. We promise! – Get started and take your chance to WIN [a grand prize]

It’s most important to make this introduction represent you as a brand, organization or person. It’s the first step of starting up a conversation.

And don’t be afraid to entertain: Don’t bore, get more. 😉

Extra tips & inspiring introduction examples

1. increase brand recognition.

Hey it’s you!

By adding your logo at the top of your intro screen , you’ll increase brand recognition without having to push it forward during the entire survey.

Make people feel like they’re talking to an old friend.

2. Use a conversational tone

Most people still associate surveys with these boring tasks that are basically – let’s face it – a waste of their time.

Spice up your language and  bring some humanity into your questions .

Making your surveys more conversational will benefit your participation and completion rate tremendously!

EXTRA: If your brand and tone of voice allow it, throw in an interjection here and there. A “yee-hah” to show joy or an “ooh-la-la” to let respondents know they can win a prize?

Works like a charm.

Take a look at this  list of interjections , for exclamations in every kind of situation.

3. Turn a frown upside down with emoticons

Go back 15 years in time and nobody would even THINK of using a smiley face. Well, that period is over and now it’s totally fine.

In fact, did you know that the use of emoticons in your communication increases the empathy towards your brand ?  Perfect to express the mood of your survey, if your message is a playful one.

4. What’s in a name? Don’t use the word “survey”

Long, boring, difficult, too much work, … the word “survey” brings out some awful associations. We cannot blame our respondents. Instead, ask people to answer “a few questions” or to “spare a minute of their time”.

By avoiding the actual word you’ll see an increase in clicks and actual responses. This works in the introduction screen of your questionnaire, but in your email invites as well for example.

Keep in mind though that you should stick to just 4 questions if that’s what you said!

5. Show off the (incentive) goodies

A reward for answering a couple of questions lowers the threshold tremendously! Even more so if there’s a game or contest connected to the reward . The thrill of playing and possibly winning something is a perfect addition to your survey introduction.

6. In all seriousness

There’s a time and place for everything, so if your questionnaire is much too serious for smileys or “whoopees”, you can still write up a longer introduction that eases the respondent into the setup.

A competency assessment, like the above example, is something that requires more information. They managed to put quite a lot of it in the introduction, but decided to refer to an informative page via a hyperlink in case an employee would like to read up before getting started.

Recommended reading

Assessment tools: The ultimate guide to finding the right assessment tool for HR, marketing, consulting and more

How to do a business assessment in 6 practical steps: A short guide for business owners, entrepreneurs and consultants

Assessment report design: 6 key tips to do it right for your consultancy or in your company

“Create PDF:” How an automatic PDF report generator helps consultants and HR professionals scale their work

How to create an assessment: A step-by-step plan for professional service providers to create questionnaires and reports

How to boost your client intake process with a quantitative maturity model

Create your own assessment for free, about the author:.

Rens Deckers

10 responses.

Great tips to help get engagement and not sound like one more boring request for info

Thank you for taking the time to offer this guidance.

One of the great article! Precise and Clear Information, Kudos!!!

I should have read this in the past. I could have a great format. Thank you!

Thanks a lot. This will really help me.

Fruitful & eye opening. Thank you very much.

Thank you for your fantastic tips.

Great Tips. Took something away. Always good.

Quite helpful for a lively sourcing of needed information. Thank you lots.

Thanks for sharing!

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