Survey incentive is one of the proven methods to increase survey response rate. Studies have shown that even a minor incentive can encourage people to complete a questionnaire. However, incentives need not be too costly or irrelevant. In this blog we will understand the pros, cons or a survey reward, best incentive ideas and how to maximize response rate.
What are Survey Incentives?
Survey incentives are rewards that encourage people to complete a questionnaire or a feedback form. These rewards are a token of appreciation for survey participation. It can be in the form of a post-completion coupon code, a discount code, samples or freebies.
Post-completion rewards are an effective way for companies to collect vital demographic information, post-purchase feedback or shopping experiences.
Types of survey incentives
Survey rewards can be either monetary or non-monetary. However, there are other types of survey rewards as follows:
- Monetary incentives: Rewards such as cash, gift cards, discount coupons are ideal for general audiences. This includes post-purchase experience rewards in ecommerce, retail or FMCG industries. Ideal for short term and small-scale surveys.
- Non-monetary rewards: Rewards such as free samples, exclusive content, early access is ideal for niche audiences. This also applies for post-survey rewards to capture product feedback in SaaS industries or fashion and retail.
- Point based incentive: This means customers who have membership access to certain brands or organisations can redeem points to avail of opportunities and services. This is highly applicable for industries of retail and shopping, food & beverage, travel and transportation. This encourages constant engagement and repeat purchases that often see a high-value transaction.
- Sweepstakes and windfall incentives: This is applicable for prize and lottery draws where the winner gains a large sum of money. It is applicable for large scale surveys, often a national-level survey.
Survey Incentives: Pros and Cons
You may have the question: is offering a survey incentive worth the effort or will it increase by survey completion rate? Here are some pros and cons to consider depending on the industry and goal of the questionnaire.
Pros of survey incentives
- Higher response rates
Incentives give respondents a tangible reason to participate, especially if the questions are long or complex (demographic based surveys). This can significantly increase both open and completion rates. - Higher engagement
When people feel rewarded, they’re more likely to approach your survey with a positive mindset. When you mention it at the beginning of your survey, people can offer more thoughtful responses. - Faster data collection
A compelling incentive can help you gather large volumes of responses in a short period. Useful when you’re working with tight deadlines or need feedback urgently. - Increased brand affinity
Offering discounts, gift cards, or branded freebies creates a sense of goodwill and may enhance how customers perceive your brand.
Cons of survey incentives
- Quality vs. quantity
While incentives attract more respondents, not all responses will be meaningful. Some participants may rush through the survey just to claim the reward. The end result? Low-quality or biased data. - Cost implications
Even small rewards add up especially for large-scale surveys. If you’re running surveys frequently, the cost of incentives can strain your budget. - Customer expectation
Once you start offering rewards, customers may come to expect them for future surveys. This can make it harder to collect organic feedback without incentives later on. - Skewed demographics
Incentives may attract a specific type of respondent (deal seekers) which could distort your data and make it less representative of your broader audience.
How to Use Survey Incentive to Get Customer Responses?
In this segment, we will discuss how to create survey incentives that help you get authentic yet greater survey response rate.
Determine if you need an incentive:
Most post purchase transactions offer a customer satisfaction survey that consists of 2 questions: a 5-star rating scale and an open ended question (to explain the reason for the rating). Most feedback surveys are straightforward and collect on-going customer experience without any expectation. If your survey is longer or you experience low response rates, an incentive may help motivate more customers to respond.
Create incentives that match the brand and its product
Retailers give discounts on next purchase to encourage future business.
For example, after completing a survey, customers receive a promo code for their next transaction.
Gift or Reward with Purchase: Food and beverage companies (like KFC) issue QR codes on receipts, leading to a survey that promises an incentive, such as a free item or a discount, fostering repeat visits and feedback.
Keep the incentive relevant and proportionate
The incentive should be valuable enough to motivate a response but large that it attracts insincere answers. Aim for rewards that fit with the product/service and appeal to your target audience (e.g., discounts, loyalty points, small gifts). However, keep in mind that a survey reward needs to be appropriate as per the purchase. Offering a $10 coupon purchase with a luxury good will not be meaningful or appropriate.
Ensure survey authenticity
Make clear that authentic feedback, not just positive feedback that qualifies for the incentive. Keep the survey short and to the point. The incentive must work to increase genuine participation without causing survey fatigue.
Be transparent about incentive terms
Clearly state how the incentive will be delivered and any conditions (e.g., minimum purchase required, expiration dates). Make the process to claim the reward simple and straightforward.
Use digital tools to streamline collection
Integrate incentives using QR codes or digital platforms to make it easy for customers to access the survey and claim rewards with minimal friction. Merren helps brands create survey incentives using WhatsApp and messenger surveys with xoxoday integration. Learn how to create survey rewards here.
Survey Incentive Ideas for Customer Feedback Surveys
Creating effective survey incentives can significantly improve your response rates and gather more valuable feedback. Here’s a comprehensive guide to 11 proven survey incentive ideas that can help maximize participation without breaking your budget:
1 Coupons and discounts
What it is: Offer percentage-based coupons or discount codes in exchange for survey completion.
Why it works: This monetary incentive is particularly effective for retailers and e-commerce sites. When customers receive a 10% discount for their next purchase after completing a survey, they’re more likely to participate and return as repeat customers, increasing both brand loyalty and revenue. The appeal is immediate and tangible—everyone appreciates saving money on their next purchase.
Best for: Retail businesses, e-commerce platforms, and any business with repeat purchase potential.
2 Loyalty programs
What it is: Integrate survey participation into your existing loyalty program, where completion earns points or rewards.
Why it works: Loyalty programs create a continuous engagement cycle. The more surveys customers complete and purchases they make, the bigger rewards they accumulate. This approach is especially effective with millennials, who are 14 times more likely to access loyalty programs via smartphones than computers.
Best for: Businesses with established customer bases and those looking to build long-term relationships.
3 Extended trial subscriptions
What it is: Offer additional free access time to your product or service as a survey completion reward
Why it works: This non-monetary incentive is cost-effective and mutually beneficial. A message like “Take a survey and get two weeks more of free access to our product” provides value to users while giving you invaluable feedback. It costs virtually nothing to implement and may convert trial users into paying customers.
Best for: SaaS companies, subscription services, and digital platforms.
4 Gift cards
What it is: Provide gift cards to popular retailers (Amazon, Starbucks, etc.) as survey rewards.
Why it works: Gift cards offer flexibility—customers can purchase whatever they want, making the incentive universally appealing. Digital gift cards are particularly effective as they’re easier to track and manage than physical cards
Best for: Any business type, especially when targeting diverse audiences with varying preferences.
5 Access to special features or products
What it is: Grant exclusive access to premium features, beta versions, or limited-edition products
Why it works: This creates a sense of exclusivity and allows users to experience premium value before making a purchase decision. For SaaS companies, this might mean access to newly released features, while e-commerce businesses could offer limited-edition products
Best for: Tech companies, SaaS platforms, and businesses with premium offerings.
6 Sweepstake entries for bigger prizes
What it is: Enter survey participants into drawings for larger prizes like electronics, vacation packages, or significant cash rewards.
Why it works: Sweepstakes create market buzz as participants often share the opportunity with friends, expanding your reach. They’re also easier to track and measure compared to other incentive types. However, be sure to check local sweepstake laws before implementation
Best for: Businesses looking to create viral marketing effects and those with budget for larger prizes.
7 Free samples with paid purchase
What it is: Offer sample products, digital downloads, exclusive content, or other complimentary items.
Why it works: This incentive type is especially effective for tech-savvy audiences like gamers or software developers. Exclusive digital content that can’t be found elsewhere drives brand engagement and makes participants feel valued and appreciated for their input.
Best for: Tech companies, content creators, and businesses with digital or physical samples to offer.
8 Referral rewards
What it is: Provide referral bonuses that participants can earn by completing surveys and referring others.
Why it works: This dual-benefit system spreads awareness about your surveys while expanding your audience reach. Referral rewards are easy to track and measure, allowing you to monitor program effectiveness.
Best for: Businesses looking to expand their survey reach and build community engagement.
9 Early access to products or services
What it is: Give survey participants first access to new products, services, or features before public release.
Why it works: Early access creates exclusivity and makes participants feel like insiders in a test phase. This is particularly valuable when surveying about the specific product or service being launched, as you receive feedback before public release.
Best for: Companies launching new products, services, or features who want pre-release feedback.
10 Charitable donations
What it is: Make charitable donations on behalf of survey participants instead of giving direct reward.
Why it works: Some people are suspicious of cash incentives or prefer contributing to meaningful causes. Even small donation amounts can make participants feel good about contributing to charity while providing you with survey responses.
Best for: Socially conscious brands and audiences who may be skeptical of traditional monetary incentives.
11 Access to exclusive events
What it is: Offer access to special events, webinars, VIP passes, or exclusive contests.
Why it works: Exclusive events make participants feel special and create memorable experiences. These gatherings also provide networking opportunities and help build stronger communities around your brand.
Best for: Brands with strong communities, B2B companies, and businesses that regularly host events.
Conclusion
Sign up with Merren for a 14 day free trial and create surveys that get more response rate over traditional surveys. Merren is an AI-driven CX platform that empowers brands to capture customer insight across multiple interactive platforms.