Engaging an audience: the human touch



People are more likely to enjoy talking about something they are interested in than something they are not. Phrasing a question in an innovative way encourages respondents to stop and think about their answers. A boring question can lead to people speeding through a survey without paying attention to the answers. If your sample is bad, then some of the data will be useless; if your survey is bad, then all of the data will be useless.



These ideas give people a motive and encourage them to put themselves in an unfamiliar situation. This keeps them engaged and invites more thoughtful responses to the questions we are asking.


The tone of a survey is just as important as the questions themselves. When writing surveys, it is vital to ask yourself these kinds of questions:


  • Is it friendly or warm?
  • Is it funny?
  • Is it reassuring?
  • Is it informative?
  • Is it authoritative?
  • Is it interesting?
  • Is it none of these?


A long survey is not as daunting if you inform respondents the ending is close. Apologising for the length and letting people know how many questions are left gives them a focal point to work to. Combining this with reminders about fantastic incentives will keep respondents active and involved.

Emphasising the importance of your respondents supplements this. People are more likely to put thought into difficult questions when they are reassured how essential their answer is to the client. Entertaining, interesting questions that provide vital feedback to a company are much more likely to get the desired results.

The human touch from our end lets respondents know they are not just a number. Informing, reassuring and empathising with people means we can get the best data on any subject.


David Rees is the Community Project Manager at MindMover Consumer Insight. To find out more about MindMover Connect and other research communities run by MindMover, email our team at hello@mindmover.co.uk or call 44 (0) 203 176 0729