Creating a better B2B survey: Business professionals speak out

Response rates for online research, particularly surveys, have declined in the past several years. This issue affects B2B surveys more than B2C, given the smaller and more specific populations that are available for online survey participation.

One research industry exec nailed it, saying, “If B2C is drawing from an Olympic-sized swimming pool of potential respondents, business surveys are working with a kiddie pool, and sometimes a fishbowl, to find the people critical for successful research and resulting insights.” Meanwhile, the demand for business survey participants increases consistently, especially for higher managerial decision-makers and specialist target audiences such as ITDMs.

Quest found lots of articles, blogs, even webinars offering opinions and advice about participation in B2B surveys. What we didn’t find was actual research-on-research asking actual business audiences about motivational drivers and strategies for better engagement – what B2B survey-takers like/don’t like, want and need in order to participate more frequently, willingly and authentically.

Looking for answers, Quest designed our own investigation among several highly in-demand B2B audiences (based on the hundreds of B2B surveys we field each month). We thought “Who better to comment on what will increase B2B survey motivation and participation than the people who are asked to take those surveys?” This presentation will show the results of a recent survey of U.S. business professionals and provide information, insights and advice for researchers of all types.

Key Takeaways:

What motivates potential business respondents to participate in B2B online surveys? You’ll learn direct from the source, a survey of hundreds of U.S. business professionals crossing company sizes, types and industry verticals.
Quest investigated several aspects of the business survey process, from targeting and invitations, through screening and qualification, to survey-taking experiences and incentives. You’ll get questions answered ranging from creating more compelling survey invitations to alternative rewards B2B respondents value highly.
This research-on-research informs B2B online survey best practices, supported by real data. We’re looking for ideas and collaborators for extending this work; come hear what we’ve done, take the opportunity to share your thoughts and help us shape further investigations.