Survey Says: Keep it Short and $weet

       Retailers share the same passion for
surveys as late game show host
Richard Dawson.  (AP photo)

If you are a fan of old TV game shows, you probably caught a few episodes of Family Feud, which was hosted by Richard Dawson.

Besides being known for fraternizing with families, the spirited host also became famous for the catchphrase "Survey Said!"

Almost 20 years later, surveys remain a popular part of our culture, particularly among bricks and mortar and online retailers. Some companies and financial institutions also conduct telephone surveys to gauge customer service following business transactions.

The messaging on most surveys that I've come across is consistent, including a variation of "Tell us how we did today." Some build in a stronger call to action such as "Your opinion counts."


A variety of retailers are eager for
your feedback through surveys.

With so many surveys in circulation, it's little wonder that many consumers ignore them. One industry expert estimates that the response rate to surveys has dropped from 20% to 2% over the past 20 years. Some chalk it up to survey fatigue.

As someone who actually fills out some surveys (see my list of favourites below), I can tell you what I think is the secret sauce to successful surveys from a consumer's perspective:

1. A survey that only takes about five to seven minutes to complete and features quick questions about service, quality and price but refrains from intrusive questions about exact income or age, and
2. Offers a guaranteed incentive such as a discount or free item on a future purchase.

While the first condition is slightly negotiable, I've recently taken a stand on the second point, ignoring any surveys that don't offer an incentive or involve a "draw" for cash or gift cards.

While my stance may seem a bit capitalistic, I think it is only fair that I receive some type of reward for my time. Also, I would argue that any survey that offers a small incentive is actually a win-win situation. The consumer is rewarded for the time and effort involved in providing their feedback while the business benefits from this input and also from the repeat business -- business that could go to a competitor instead.

So, the next time a company asks you to complete a survey because they value your opinion, don't be afraid to ask "What's in it for me?" After all, there is nothing wrong with earning or saving a few dollars for providing some sense.

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Michael Tee's favourite surveys with small incentives:
Top pick:

• Pizza Pizza: This popular chain offers a free food item -- including a tasty meatball sandwich -- simply by completing a survey and providing the survey code with a future order that is $9.99 or more. Total value: About $4.00.

Best of the rest:

• Burger King: For completing its survey, this chain offers a free whopper or chicken sandwich with the purchase of medium fries and a medium drink. Noting current combo prices, the value of the survey is about $3.00.
• McDonalds: This chain offers a free medium fries and medium drink with the purchase of a range of burgers or sandwiches with a completed survey. Noting combo prices, the value is about $2.50.
• Wendys: This chain offers $2 off the next purchase of a large sandwich or salad with the completion of its survey. The downside compared to the others is you have to provide your email address to receive the survey code to write on your receipt.
• Rexall: This national drugstore chain offers a $2 discount on a future order of $20 for completing its survey. However, considering that there is currently a coupon flying around with the same value, you may want to take the easy route.