Gartner Research

Increase Response Rates Through Improved Survey Design

Published: 17 April 2017

ID: G00327958

Analyst(s): Anna Maria Virzi , Jane-Anne Mennella , Augie Ray


Surveys are a vital source of customer insight. But, poor survey design and practices reduce response rates and undermine the value of voice-of-the-customer data. Marketing leaders should use the best practices outlined in this research to solicit actionable data that improves customer experience.

Table Of Contents
  • Key Challenges



  • Start With Survey Structure
  • Improve Survey Questions
  • Close the Loop

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