how to write an introduction for a questionnaire

How to Write a Survey Introduction [+Examples]

Published: August 25, 2021

Writing a survey introduction probably isn't something you think about very often. That is until you're looking at the first screen of your almost finalized survey thinking "I should put something here. But what?"

While a potentially overlooked piece of the survey creation process, a good survey introduction is critical to improving survey completion rates and ensuring that the responses you receive are accurate. Taking the time to think about what information to include in your introduction can have a big impact on the success of your survey.

What is a Survey Introduction?

A survey introduction is the block of text that precedes the questions of your survey. It might be included at the top of an email requesting feedback or be the first slide in a series of questions. The survey introduction serves to set the stage for what the survey is, why the recipient should take the time to complete it, and what you're going to do with the information you collect. It should be compelling, informative, and reassuring.

How to Write a Survey Introduction

Start by thinking about the purpose of this survey. Who will be taking the survey? What information do you need for the project to be successful? Distill this information down into a sentence or two for your audience. Some examples may include:

• We're looking for feedback on our new product line for men.
• Tell us about your recent customer service experience.
• We're revamping our spring menu! What do you want for dinner?

Secondly, follow up with any logistical information they need to know about the survey. How many questions is it? When does the survey end? Who should they contact if they have additional questions? This might sound something like:

• This 5 question survey will take around 10 minutes to complete.
• Click below to access the short, two-question survey. For further information or feedback, please contact our support team at [email protected].
• This survey will be open until April 24th, 2022. Please take 5 minutes to provide your feedback before that time.

Finally, reassure the survey participants that their data is safe, and offer any information about how the survey data will be used:

• Your answers are anonymous and will be used to improve our future customer service strategy.
• Responses will be anonymized and analyzed for our upcoming report on consumer perception of insurance companies in the US. Please leave your email address if you'd like to receive a copy of the finished report.
• We read every response to our customer happiness surveys, and follow-up to make sure you're left with a positive experience.

No matter what you include in your survey introduction, make sure to keep it concise and as short as possible. Too long, and you risk readers dropping off and not completing your survey. It's also important to keep your survey messaging on-brand. If you typically use a brand voice that's quite corporate, switching to a conversational tone in your survey introduction will feel out of place. It might even make some readers question if the survey is truly coming from your company - causing distrust in its authenticity.

Finally, thank your respondents for their time. Even if their responses are negative, the fact that they're engaging with your survey is a great indicator of their loyalty . Customers will not take the time to provide feedback to companies they don't care about. Here are some phrases you can use to show your appreciation:

• This feedback is very helpful for our team in developing new features. Thank you so much for taking the time to complete this survey.
• We read every comment you leave on these surveys, so thank you for your feedback!
• We truly appreciate your insight and your time.

Want to make sure you've got it all covered? Save this checklist of the most important aspects to include in the survey introduction:

• How long will it take? (Minutes or number of questions)
• Why are you doing this survey?
• Why should they fill it out? Is there a giveaway for respondents (such as a draw for a $50 Amazon card) or another incentive to complete it?
• What are you going to do with the results? Are they anonymous?
• When does the survey close? What is the overall timeline?
• Are there any definitions or things they need to know before filling out the survey?
• Where should they go if they have questions or more feedback?
• Thank your participants for their time and feedback.
• Any additional information they need to fill out the survey with good, accurate data

Good Survey Introduction Examples

These survey introductions hit all the right notes. Read on for inspiration and additional tricks on how to write your own!

1. Squamish Off-Road Cycling Association (SORCA)

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5 free templates for learning more about your customers and respondents.

Creating Surveys

Using Survey Pages

Survey Introductions

SurveyMonkey

To add an introduction to your survey:

• Go to the Design Survey section of your survey.
• Add an Intro Page from the survey Build section in the left sidebar.
• Click the text in the design to edit the Page Title and Page Description .

Learn more about adding and managing pages in your survey.

Writing an Introduction

It's a good idea to begin your survey with an introduction. Write an introduction with the assumption that respondents don't know much, if anything, about the topic of your survey.

Use simple, clear language to briefly explain the topic and purpose of the survey. Your introduction only needs to be three or four sentences, or a couple of short paragraphs at most.

Include the following useful information in your introduction:

• Your name or the name of the company or organization you represent
• The goal of the survey or what you're trying to find out
• How you'll be using the responses to make a difference
• If the responses are anonymous, confidential, or tracked
• Relevant instructions that aren't explained in the survey questions themselves
• Any consent statement or privacy notice required by your company or organization

It's likely that some of your survey questions won't apply to all respondents taking your survey. You can use Skip Logic to guide respondents directly to relevant questions and have them skip over questions that don't apply to them, providing a better surveying experience for respondents and increasing the success of your survey project.

TIP! Learn survey best practices and guidelines to help you get the insights you need to make smarter decisions at Surveys 101 (English only).

Example Introductions

If you're looking to get feedback from your customers, make it clear what you're hoping to do as a result. This lets them know you recognize and appreciate the time they're taking to provide feedback.

We're conducting research on the different question types SurveyMonkey has to offer. We'd love to hear from you about what question types you use the most and what question types you want to see built. This will help us make improvements to the existing tool and prioritize new features. The survey should only take 5 minutes, and your responses are completely anonymous. You can only take the survey once, but you can edit your responses until the survey is closed on May 28, 2014. Questions marked with an asterisk (*) are required. If you have any questions about the survey, please email us: [email protected] We really appreciate your input!

When using SurveyMonkey Audience , if you're targeting respondents who don't exactly fit your targeting needs, you can add a couple sentences to the introduction to encourage respondents to approach your survey as a hypothetical scenario.

For instance, if you can't specifically target soon-to-be brides, you can ask married women to think back to the time when they were planning their wedding.

We're a startup company looking to learn more about how women buy wedding dresses. Reflect back to the time if and when you were looking for a wedding dress, and try to approach this survey through those eyes.

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• Survey & Questionnaire Introduction: Examples + [5 Types]

Whether online or offline, you need to politely approach survey respondents and get them excited to fill your questionnaire when carrying out a research survey. Therefore, before going into the questions you want to ask, you need to kickstart your data collection process with a compelling survey or questionnaire introduction.  

Generally, only a few people would even listen to you if you shoved your survey in their faces without a simple introduction first. Survey introductions in online questionnaires help you prepare the minds of your respondents ahead of time and gather the best responses. 

What is a Survey Introduction?

A survey introduction is a concise description with relevant information about a survey. It is the first part of the survey that prospective respondents interact with and it helps them decide whether to fill your questionnaire or not. 

Think of survey introductions as abstracts that communicate the entire essence of the data collection process. Without a good abstract, your thesis gets delayed or unapproved. 

Following through with this thought means that the more exciting your survey introduction is, the higher your chances of collecting the right number of quality survey responses.

Features of a Survey Introduction

A good survey introduction must answer these 5 questions: 

• Who is conducting the survey?

Here, you should include the name of the person or organization that is carrying out the research. 

• What is the research about?

Survey respondents need to understand the aims and objectives of your research. This shows them why your survey is important and why they need to be part of it.  

• How long will the survey take?

Prepare their minds ahead of time by adding an estimated survey-completion time. While shorter surveys are likely to have more respondents, don’t give a false estimation to bait people to fill your survey. 

• Is my data safe?

Data privacy and protection is a huge concern for everyone. Since you plan to collect data from respondents, you need to tell them how you will use this information. You can include a link to your company’s privacy policy.

• How will I fill the survey?

Include instructions on how to fill the survey. Include information about relevant documents for the survey too.  

Your survey should be written in simple language your audience understands. It should be friendly, human and show the respondents how much impact they’ll make by taking part in the survey. Always include a nice “thank you” note in your survey introduction. 

Types of Survey Introduction  

Market survey introduction.

If you’re conducting market research using a survey , then you need a market survey introduction. To get more information about your customers/ target market, you need to conduct a market research survey. A market survey introduction gives your target audience a clear picture of what you want to achieve and how their participation is an important part of it.

Market research serves multiple purposes—sometimes, it is all about getting real-time data to inform product launches. Other times, it is for business expansion or product improvement. With a market survey introduction, you can get your audience on the same page and let them know the exact information you need from them. 

A market survey introduction should answer all the questions we looked at when we discussed the features of a survey introduction. After naming your organization, you should also introduce your product or product idea for brand awareness. 

Because of the type of information, market surveys are longer than other types of surveys ; sometimes, they have multiple sections. So, in your market survey introduction, give respondents a heads-up and let them know completing your survey will take more time than the average. You can add a nice reward they can claim after filling the survey. 

Example of Market Survey Introduction  

At Formplus, we are working to improve online data collection for you. We’d really like to know what you feel about online data gathering tools . Take this 20-minute survey and win a free 1-month Formplus premium subscription. Your data will be collected anonymously and only used for this research. Thank You! 

Student Survey Introduction

A student survey is a method of sampling students’ opinions about the school, teachers, and overall learning experiences. From measuring student satisfaction to evaluating courses, student surveys help you to make the right changes to your school. 

A student survey introduction is the first step in getting the best responses from your students. Encourage students to provide objective feedback and let them know how the information will be used.

In the survey introduction, indicate that all responses will be recorded anonymously. Students need to be sure that they can provide honest feedback in the survey without getting harassed or victimized. 

Example of Student Survey Introduction  

Thank you for being one of our students at Salthill College. Please complete this short 3-minutes survey to let us know how satisfied you are with your overall student experience at our college. All responses are recorded anonymously so feel free to provide honest feedback. Your responses will help us improve our teaching and learning environment. 

Research Questionnaire Introduction  

You need a good research questionnaire introduction during the data-collection phase of your research. People are more likely to fill your questionnaire when they clearly understand what you want to achieve and why your research is important. 

In the research questionnaire introduction, you can include facts, data, or statistics about the research problem. Then, show how the data collected via the questionnaire will contribute to solving the problem. The introduction should also address data privacy, data protection, and participant’s consent. 

Even if you plan to share the questionnaire physically, a good research questionnaire introduction will help collect responses faster and save time. 

Example of Research Questionnaire Introduction  

Hello, I am a postgraduate researcher at the London School of Tropical Medicine. I am conducting a study on effective treatment options for communicable diseases in West Africa and I would like to know your experiences with the signs, symptoms, and treatment of communicable diseases. Please complete this 30-minute survey. Your responses are anonymous and you can skip any questions you are not comfortable with. Thank you for your participation. 

Customer Satisfaction Survey Introduction  

Your customer satisfaction survey introduction should communicate 2 things—appreciation and brevity. First, you should let your customers know how much you love their patronage. Next, tell them that the survey will take just a few minutes. 

Throw in an honorary mention of your brand and then, go through some of the information you’ll need from them in the survey. To increase response rates, you can reward respondents with a gift, discount, or special offer. 

Example of Customer Satisfaction Survey Introduction  

Thank you for shopping at Wreaths and Flowers! We’ll like to ask you a few questions about your shopping experience. Your responses will help us make shopping more enjoyable for you. This will only take 1 minute and you get 30% off your next order when you complete the survey! 

Importance of Survey Introduction

• It outlines the most important information about your survey

People need to know what they are getting into before filling your survey or questionnaire, and that’s exactly why you need a great survey introduction. 

• It’s a great way to welcome respondents

You wouldn’t just walk up to someone to ask for something without a proper introduction so why would you want to do this with your survey or questionnaire ? A questionnaire welcome page sets the mood for requesting responses from your respondents. 

• Quality survey introductions help you gain respondents’ trust

Many people are not excited about filling surveys and questionnaires, which is why they need a push. A survey or questionnaire introduction helps respondents to trust you and heightens their interest in filling your survey. 

A survey introduction answers all the questions participants may have about the questionnaire. Think of it as some sort of FAQs that allows respondents to have a full grasp of your data collection process. 

A questionnaire welcome page boosts survey participation and reduces survey dropout rates. 

It helps survey participants to feel like an important part of the overall data gathering process. Survey introductions show participants that you value their opinions. 

Survey introductions build the participants’ interest in your survey or questionnaire. 

Why Use Formplus to Create Surveys?

• Pre and Post Submission Page

Formplus allows you to add exciting survey introductions to your questionnaire. On the form’s intro page, you can provide a brief description of your survey, information on data privacy, and any other thing they need to know before filling the form. 

You can also customize the form’s post-submission page and include a nice “thank you” note for respondents after they complete the survey or questionnaire. Learn more about our intro and post-submission pages here:

• Intuitive Easy to Use Survey Maker  

The Formplus builder is easy to use and you can build surveys and questionnaires from scratch in no time without writing a single line of code. It has a drag-and-drop feature that allows you to add more than 30 different fields to your form seamlessly. 

• Conditional Logic

Survey participants do not have to see or fill out all the fields in your form. With conditional logic, you can show or hide form fields and pages based on answers provided by respondents. This means survey respondents only have to fill the fields that are relevant to them. 

Conditional logic helps you collect the right type of information from different survey participants. This way, you can avoid extra clutter and collect as much data as you want. 

• Offline Surveys

Formplus supports offline data collection and this means you can collect data in areas with poor or no internet access. Survey participants can fill and submit your questionnaire when they are offline. The data they provide will be automatically synced with our servers or your preferred cloud storage when internet access is restored. 

• Customized Surveys and Questionnaires

Formplus allows you to create beautiful and unique surveys with zero design experience. With the flexible design options, you can change the questionnaire’s background, colors, fonts, and create visually appealing designs. You can also add images and your organization’s logo. 

• Share Forms Easily

With multiple form-sharing options, you can send out your survey and collect responses in many ways. Apart from adding your questionnaire to your website, you can also share it using the social media direct sharing buttons and via email invitations. 

• Google Sheets Integration

With Google sheets integration, you can automatically update form responses in your spreadsheet and keep all form collaborators up to date. This makes it easy for you to import and export data, and collaborate with multiple people at the same time. 

• Custom Subdomain

Sharing your questionnaire via a custom subdomain adds an air of professionalism to your overall data collection process. When creating your custom URL, you can include the name of your organization as a means of promoting your brand. 

Custom subdomains are simple and easy to remember too. Hosting your survey on a custom subdomain also serves as an extra layer of security; especially when you share the link via email. 

• Autoresponder Emails  

After receiving a new response to your questionnaire, you can send out an automated automatic confirmation email to the survey participant in the form of autoresponder messages. In your autoresponder email, you should include a thank you message and any links to special offers and rewards. 

• Mobile-Friendly Forms

Many people fill out surveys and questionnaires on their mobile devices and this is why all Formplus forms are mobile-friendly. Participants can complete the survey right on their mobile devices without having to bother about pinching out or zooming in on your form. Formplus forms can be viewed and filled out on any smartphone, tablet, or internet-enabled mobile device. 

In this article, we’ve looked at different survey introductions for different types of questionnaires and surveys including customer satisfaction surveys and research questionnaires. Whether you are collecting data online or offline, the right survey introduction will boost participants’ interest in completing your survey. 

With Formplus, you can add unique survey introductions to your form before sharing it with respondents. On the post-submission page, you can include a beautiful “thank you” note for respondents who complete your survey. Try out the pre and post-submission page option as well as other exciting features when you sign up for a free Formplus account. 

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How to Write a Survey Introduction that Works

You’ve created a survey for your business, and now you need answers. 

Do you want respondents going, “ Nah, this can wait ,” and never bat an eyelid at your survey again? Or rather have them say, “ Mm-kay, let’s see what you got….”

It all boils down to the first few words they read — the introduction. This, to a great extent, influences their decision to read any further. 

But, surveys are often overlooked. Why? As stated in this chapter by The National Academies of Sciences, Engineering, and Medicine, “ nonresponses are often related to the perceived burden of participating in surveys. ” 

People need the right motivation to participate in a survey , as what motivates one group might not motivate another. While several things can motivate intending survey participants, good survey introductions are just as crucial. 

Ready to drive your business forward? Write winning survey introductions that soar your response rate by following these best practices.

7 Tips to Help You Write Effective Survey Introduction

Like email subject lines , survey introductions only have one chance to make an impression. Your introduction should be reassuring, compelling, and informative, whether offline or online.

You should also employ effective distribution methods to ensure people participate in your surveys. Many marketers distribute customer satisfaction surveys via email. However, it’s possible to embed an online survey link in a website pop-up. 

As a result, you gather data instantly from visitors based on their actions on your website. And the best web hosting providers will ensure you serve these popups and surveys without hurting your site speeds and user experience.

Here are seven tips to consider when writing an effective survey introduction for your business.

1. Introduce your Brand or Organization

Think of it this way: You’re asking a favor from someone you barely know. It’s uncourteous to go on about your pitch without introducing who you are or work for, right?

That’s why you must begin your survey with an introduction about your brand or organization carrying out the research. It sets the stage and spurs a feeling of familiarity, albeit slight, between the respondent and the brand. 

Here’s a quick one on how to introduce yourself in a survey: 

Hey there! 👋 

We’re Oriental Bloom, manufacturers, and suppliers of the finest blends of Arabian Ouds and Bahkoor-infused perfumes. 

We’ve curated this survey to know what you think of your last purchase, Desert Lily. As this is one of our new products this season, we’d like your honest feedback on the product and how it has influenced your style. 

This survey should take three minutes tops. And to show our utmost appreciation, here’s a 15% discount on your next purchase when you’re done with the survey. 

Oriental Bloom

Introducing yourself also improves brand recognition, increasing your chances of getting responses then and in the future. 

As always, moderation is key. A succinct brand introduction will do; don’t go ham on it, or your survey will be biased. 

But, if you prefer, you can link to the “About You” section of your website in the Thank You pop-up after the survey. Thus, your respondents can focus on your survey without distractions and still learn about your company. 

In a nutshell, just briefly describe your brand or organization and move on to other essential tidbits.

2. Focus on the Purpose

Every survey has a purpose, either as a standalone campaign or as part of a larger one. Whichever, it’s a great idea to be clear on the purpose of that specific campaign.

Why are you conducting the research? And why should your respondents care? This lets your respondents appreciate the reason behind the survey or decide if it’s even worth the effort. 

Now is the best time to make a strong impact. 

Example: “ We’d love to hear your thoughts about our product!… Don’t worry, this information is safe with us.” 

Here’s how the above statement sits in a complete survey introduction: 

Thank you for being such an amazing customer! As an integral part of our community, your feedback is precious to us.

Hearing from our users like YOU is the best way to improve our product experience. So we’d love to hear your thoughts about our product! It‘ll take only five minutes — promise! 

Your insights will help us improve customer experiences. Don’t worry; this information is safe with us. 

Thank you for your continued support.

Oriental Bloom.

In this survey introduction example, the company aims to gather customer feedback from existing users on the company’s products to improve them.

Of course, to understand the purpose of a survey, you must be strategic with your market research. The foremost benefit of this is it provides a structural framework to base the purpose of your survey. 

Your business will also gain insight into your customers, which will augment your content strategy .

Introducing the purpose early in your survey encourages potential respondents to complete your questionnaire, improving survey response rates.

3. Keep it Concise

An increasing number of web users struggle with a short attention span. In fact, many research studies claim that it’s shorter than the attention span of a goldfish. 

To avoid a snoozefest, or worse, tanking response rates, keep your introduction and the entire survey length within the attention scope of survey participants.

Scott’s Cheap Flights gets this.

See how short and straightforward their survey is? They didn’t need a 200-word survey introduction to convey their message. Likewise, no one would fault a two-line survey introduction that hits the point like the example above. 

Cut out the extraneous information and dive straight into it. Additionally, skipping industry jargon and using simple, friendly words humanizes your survey introduction and keeps it concise. 

4. Mention the Time it Would Take

Do you know what’s worse than a long survey intro? An even lengthier survey that creeps up on respondents’ time. 

You’re asking a favor. The least you could do is tell potential respondents what to expect upfront. 

Will it take them five minutes? Or will it be a little longer — maybe, ten ? 

Make sure that whatever time you tell them doesn’t extend arbitrarily. They’ll feel cheated and impatient and inevitably bounce. 

While it’s impossible to know how long each participant will use to fill out the survey, we recommend telling them the average time. This accounts for excesses and gives survey participants a time range to work with. 

Meaning you get a pass even if the survey takes 2-3 minutes above or below the estimated time, giving respondents the motivation to go on. 

A Fintech firm, Vesti, informs potential respondents in their survey introduction how long the survey will take.

Apart from the short timeframe of two to three minutes, the survey introduction also follows best practices of being concise and giving other relevant information.

As a follow-up, consider numbering your survey questions so participants can know how far they’ve gone and how many more questions are left. 

You’ll also significantly reduce the number of nonresponses if your form has an autosave feature. Why? Anything can happen, really — from network interruptions or an incoming call(s), depending on the device they’re on. 

If people have to start from Question 1 each time they’re distracted or get an impromptu interruption, you’ll have more than creeping time scopes to worry about. As a result, you may end up with half-baked, inaccurate responses that sound like an afterthought.

5. Use the Right Tone

Survey introductions are sometimes laid back to make intended survey participants feel comfortable. That’s why some surveys are more conversational than others — with colloquial, interjections, and emoticons. 

But what if the brand tone and, most importantly, the purpose of the survey don’t allow it? 

See these examples to understand what we mean;

This first example below is laidback and light-hearted. Safe to say, the language and tone fits the theme of the survey for St. Patrick’s day, and their Irish audience.

The colloquial, “Let’s get shamrocked!” might sound awkward to a non-Irish audience and would probably get a low survey response rate. That’s why the introduction uses a more relatable tone that is right and relevant to the survey’s purpose.

But wait — here’s another example that’s not so laid back: 

Several things stand out with the above example. For instance, some texts are bolded, and some aren’t. Nevertheless, what is more noticeable right away is the serious tone that lends it a corporate vibe. 

Due to the type of survey, a laidback tone (as in the first example) would be inappropriate, right? That’s the point! 

As much as you consider your brand tone when drafting your survey introduction, also consider your intended survey respondents as well as the purpose of the survey. 

6. Maintain Anonymity (Link to Privacy Page)

You’re talking to people who care about their privacy rights as much as they do the information they give out. So, it’s a pretty big deal. 

If your survey isn’t going to be anonymous, best to state it at the beginning, not the end of your survey. Don’t be vague — emphasize it. This’ll ensure you get respondents that go all in with honest responses from the onset.  

However, if your survey offers anonymity, say that as well. 

For instance, the survey example below explicitly states what respondents’ answers will be used for. It also stresses that all references in the final reports will be anonymous.

When you state your terms like so, stick to your end of the bargain, or your business could face legal repercussions. 

Ensure your questionnaire links to your company’s privacy policy page so people can see how their rights are protected when they partake in the survey. 

Moreover, you can collect information for surveys like market research without asking for personal data. By contrast, onboarding surveys might require names and other contact information, like emails, to get accurate results. 

In that case, you’ll need to integrate your survey with email software to help sort results. The best email marketing software helps with sorting, segmentation, and other marketing automation features, saving you time and effort. 

7. Thank Your Respondents

Once a respondent fills out your survey, you’re one step closer to fulfilling your goals — so thank them. It’s courteous and shows appreciation for their time. 

Below is a survey that thanks survey participants and offers a free copy of the report that will be compiled from the survey. As a result, customers may feel more comfortable about what the data will be used for if offered this incentive to complete the questionnaire.

Thanking respondents also humanizes the survey experience. Depending on the survey campaign, you may sign off with your company’s name or your name (if you’re the lead organizer). This personalizes your survey and leaves a memorable impression on respondents. 

Ready to Write Your Survey?

How you ask is everything.

Keep in mind that it’s not mandatory for customers to express their opinions of your products or service. If they provide feedback, consider it a gift. They were generous enough to take time off their schedules to help with your survey. 

You want to appreciate their time and keep your survey introduction short and sweet. Thank them when they complete the survey and protect their privacy rights. Be courteous enough to introduce your brand or company, and be mindful of time creep. 

Make your introduction compelling by using the right tone and language. Well-written survey introductions are crucial to your business success!

Written in collaboration with Matt Diggity, CEO of Diggity Marketing .

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How to write a survey introduction that will inspire people to participate

• 11 min read

What is a survey introduction—and what is its purpose?

1. the importance of a compelling introduction, 2. understand the audience, 3. personalization, 4. clear and concise language, 5. survey timing, 6. incentives and rewards, 7. privacy and data security, 8. contact information, 9. testing and feedback, 10. adapting to different survey types, 11. visual appeal, 12. a/b testing, 13. follow-up surveys, 14. compliance with ethical guidelines, 15. analyzing introduction performance, 16. continuous improvement, survey introduction example: a template for any type of research, introduction to a customer satisfaction survey, introduction to a market survey, student survey introduction sample, introduction to an employee survey, introduction for a research paper survey, introduction to a survey report, additional tips for creating the best survey introduction.

Creating a good introduction for a survey is a crucial part of successful research. Its quality will greatly impact the process. It will improve the end result, including survey completion rates and response accuracy.

A questionnaire introduction provides the chance to introduce yourself and the topic being explored to respondents. It is also a chance to assure them that their personal information will be kept safe and explain how they will benefit from completing the survey.

This article explores how to write a survey introduction, discusses its importance, and provides valuable, ready-to-use questionnaire introduction examples.

A questionnaire introduction is a short body of text appearing on the user’s screen at the beginning of a survey. It is the first contact point between you and potential participants prior to respondents seeing any of the survey questions .

This block of text sets up the level of cooperation that will be forthcoming from the person reading it. You need to convince them to participate by providing valuable information about the survey.

This includes the research topic, the expected time it will take to complete the survey, how responses will be processed, and why it’s in someone’s interest to take the time to complete it. The survey introduction can be in the body of an email or on the first slide of the survey.

Based on the introduction, potential respondents will decide whether to participate in the survey. It is an overall description of the survey, the equivalent of the abstract in a dissertation or other research paper.

How to write survey introduction text well

After spending days or even months making the perfect survey , you probably know it like the palm of your hand. However, it’s important to take time to better understand a respondent’s initial reaction to it—they may not be familiar with the topic at all.

As with every stage of the survey-making process, respondents’ perspectives have to be kept in mind and efforts undertaken to make their experience easy and worthwhile.

Here are 16 simple steps on how to write a survey introduction text to make it engaging.

The introduction in survey questionnaires serves as the gateway to a successful survey. A compelling one not only grabs the attention of respondents but also sets the tone for the entire surveying process. A well-framed introduction ensures that respondents understand the purpose and relevance of the survey, making them more inclined to complete it. Essentially, a thoughtful introduction can heavily influence the overall response rate and the quality of data collected.

Every survey is designed for a specific demographic or audience. Understanding them, and what drives them, allows for a tailored introduction that resonates. For instance, a survey meant for teenagers requires a different tone and approach than one aimed at senior citizens. By empathizing with the audience’s perspective, one can craft an introduction that speaks directly to their interests and motivations.

In today’s digital age, consumers appreciate distinctive touches. Personalizing a survey introduction, whether through addressing the respondent by name or referring to past interactions, adds a layer of authenticity. It gives the respondent a feeling of being valued and recognized, which can translate into a higher likelihood of participation.

Clarity is paramount in any communication. A good introduction for a questionnaire is vital in ensuring that respondents immediately understand the survey’s purpose and what’s expected of them. Avoid industry jargon or overly complex sentences. Instead, opt for straightforward and concise language that communicates the essentials without overwhelming or confusing respondents.

Timing can be a determining factor in the success of a survey. For instance, sending a customer satisfaction survey immediately after a purchase or service experience ensures the interaction is fresh in the respondent’s mind, leading to more accurate and detailed feedback. On the other hand, ill-timed surveys may come across as irrelevant or intrusive.

Motivation is a powerful tool. Offering respondents a tangible incentive—whether it’s a discount, gift card, or entry into a prize draw—can significantly boost participation rates. However, it’s essential that these incentives are relevant and appealing to the target audience and then delivered as promised.

With increasing concerns about data privacy, assuring respondents that their information’s safety is non-negotiable is vital. An introduction should clearly outline the measures taken to protect personal information and how the data being collected in the survey will be used. Being transparent about compliance with regulations like GDPR will instill confidence and trust in respondents.

Including contact details in the survey introduction can be a game-changer. It not only offers a channel for respondents to voice concerns or seek clarifications but also communicates transparency and openness. This proactive approach can lead to increased trust and a willingness to participate.

Like any piece of content, an introduction for a questionnaire benefits from testing. Running it by a small group—preferably from the target demographic—and seeking feedback can highlight potential areas for improvement. This iterative process ensures the introduction is optimized for its main audience.

Different surveys serve different purposes and their introductions should reflect this variance. An employee feedback survey will require a different tone and set of assurances than a market research questionnaire. Tailoring the introduction to the survey’s unique context ensures that it will resonate with potential respondents.

The aesthetics of a survey introduction can influence a respondent’s decision to proceed. Utilizing a clean, intuitive design incorporating on-brand colors and images can create an inviting and professional first impression. It’s essential to ensure the design enhances the content—as opposed to distracting from it.

Refinement is the key to perfection. A/B testing, in which two different introductions are presented to separate groups of respondents, can provide insights into which one performs better. This data-driven approach ensures that the introduction is continually optimized based on real-world feedback.

Gathering feedback is an ongoing process. Follow-up surveys, sent after the initial one, can delve deeper into specific topics or measure changes in opinions over time. However, their introduction needs to acknowledge the prior interaction and explain the rationale for a subsequent survey.

Conducting surveys isn’t just about gathering data, it’s about doing so ethically and responsibly. Ethical considerations, including informed consent and participant rights, should be highlighted in the introduction. This ensures participants are aware of their privileges and fosters a culture of respect.

After deploying a survey, it’s crucial to evaluate the introduction’s efficacy. By examining metrics like response rate, drop-off rate, and feedback, insights can be gained regarding the introduction’s strengths and the areas needing improvement. This analysis forms the foundation for future refinements.

The art of crafting survey introductions is one of continuous learning. As markets evolve and respondents’ preferences change, so should the survey approach. By staying adaptive and open to feedback, researchers can ensure their introductions remain effective and engaging.

Based on the checklist above, here is a survey introduction email example that fulfills all the requirements that will act as the perfect first contact with potential respondents.

• Hey there, we would like to hear about your recent customer service experience!
• At [company name], your satisfaction is what we value most. By participating in our survey, you will help us improve our products and offer you even better service.
• This five-question survey takes only ten minutes to complete and is available until the 28th of November.
• It is anonymous. The data gathered will only be used internally to improve our future customer service strategies.
• Click below to access the survey. If you have any additional questions, feel free to contact us at support@company.com . We appreciate your feedback!

The wording of a questionnaire introduction and the information that is included can differ based on the field of research. Check out our survey introduction examples and choose an introduction sample best suited to your needs.

A customer satisfaction survey introduction is likewise an important part of customer experience research. The wording will have a huge impact on whether customers will take the time to answer—or just ignore it.

If surveying recent customer experience, send a survey shortly after customers purchased a product or had contact with the customer support team while the experience is still fresh in their mind.

Stay true to your company’s tone of voice and let respondents know that you appreciate their patronage. An incentive that encourages them to participate can also be offered. Here is a survey intro example:

Thank you for shopping at [company name]! We would like to ask you a few questions to learn about your shopping experience.

This survey will take only a couple of minutes and will be very valuable for improving the services we offer to you. The responses you give will stay anonymous.

Click below to participate, which will get you 30 percent off your next order!

Market research surveys are conducted to get more information about the situation in a specific economic sector and provide valuable real-time insights into the needs of a target audience and how the competition is doing.

Conducting product surveys can help improve existing products or make adjustments before releasing new products or services. Simply put, market research surveys help expand and grow a business.

When doing this kind of research, it is important to determine the target audience. If they are not yet customers, they may not be familiar with your brand, so make sure to introduce it properly and explain why they have been chosen for this research. Here is an example:

• Nice to meet you! We are [company name], and we are working on bringing affordable [your products] to the world.
• Our company aims to develop the best possible products for our customers, and we need your opinion to make this happen.
• Wondering why we chose you? We are looking for [describe your target audience], which makes you a perfect fit.
• We would appreciate it if you took the time to answer this five-minute survey. It is anonymous, and your data will be used only for this research.
• Click below to fill out our survey and get 10 percent off our newest collection!

Student surveys are an important part of education surveys . With them, feedback is garnered from students regarding teachers, courses, curriculum, extracurricular activities, and much more.

Measuring students’ satisfaction levels helps highlight the strengths and weaknesses of a school, which in turn helps improve decision-making. However, in order to get accurate responses, certain steps are required, including how the introduction is written.

When making surveys for students, ensure they are anonymous. Many students may be afraid of retaliation, which will make them reluctant to give honest opinions.

Emphasize their anonymity in the introduction. Explain why this research is being carried out and how the gathered data will be used. Here is an example of a student questionnaire survey introduction:

• Thank you for being one of our students at [name of your school]. Please take the time to answer this short five-minute survey and let us know how satisfied you are with your chosen courses from this semester.
• This survey is anonymous, so feel free to answer honestly. It will very much improve the accuracy of our data and help us improve the curriculum as best as possible.

Conducting human resource surveys can greatly improve a workplace, which will result in happier and more productive employees. Find out about the work-life balance of employees and the overall company culture, measure the motivation and engagement of employees, and learn how satisfied they are with their jobs.

When writing the survey introduction, focus on the same aspects as above. Emphasize that the survey is anonymous and communicate this openly to employees. This will encourage them to share their honest opinions and help gather valuable and accurate responses.

Some research papers require conducting surveys on a particular topic. Writing a research questionnaire introduction for a research paper is no different than writing one for the previously mentioned purposes.

Introduce yourself and the topic to respondents and explain the purpose of the research and the benefit to them for participating. Include other information about the survey that you think is needed, though make sure to not overdo it. Keep it short and simple for high survey completion rates.

Writing a survey report is one of the seven steps of conducting survey research . It is the last one after the data analysis and is crucial to presenting findings.

A survey report introduction is very important for the success of a report. Its purpose is to introduce readers or listeners to the topic and the ultimate findings of the research.

The same advice applies: keep it short, use simple language, and incorporate only the most important information.

And above all, put yourself in the shoes of the audience. Unlike you, they have not been spending months with the survey and supporting material.

Good survey introductions help increase response rates and gain respondents’ trust. They are a perfect way for respondents to get to know you better, as well as the research topic and the ways they can benefit from it.

Here are some additional tips to create the best survey introductions, regardless of the topic of your research:

• Make the survey anonymous and make sure respondents are aware of that.
• Add a logo to the survey to increase brand recognition.
• Don’t forget to keep the tone of voice on-brand.
• If brand identity allows it, use a familiar tone.
• Offer incentives for survey completion.
• Thank the respondents for completing the survey.

Of course, before writing a survey introduction, you need to create the survey. With our help, amazing questionnaires can be made in no time. Sign up to Survey Planet today, create a survey for free, and add a well-written introduction using our tips!

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Mastering Survey Success: Crafting Effective Introductions

Survey research is a powerful tool for gathering insights and feedback from your target audience. But if your survey introduction is lackluster or confusing, it can significantly impact the quality of the data you collect. That’s why it’s essential to master the art of crafting effective survey introductions that engage your audience and set the tone for the rest of the survey.

A successful survey introduction is like a firm handshake; it establishes trust and communicates the value of the survey to the participant. It sets expectations for what the survey will cover, why it matters, and how their feedback will be used. An effective introduction should grab the respondent’s attention, motivate them to participate, and guide them through the survey questions.

In this blog, we’ll explore the key elements of an effective survey introduction, including how to hook your audience, avoid common pitfalls, and ensure your survey questions align with your research objectives. With these tips, you can create introductions that set the stage for collecting high-quality data and actionable insights. So, let’s dive in and master the art of crafting survey introductions that deliver results.

What Is a Survey Introduction?

A survey introduction is the opening section of a survey questionnaire that serves as an introduction to the survey itself. It typically includes a brief explanation of the purpose and importance of the survey, as well as an invitation to participate. This is a critical part of the questionnaire as it sets the tone for the rest of the survey, establishes expectations, and motivates the respondent to participate.

An effective introduction to a survey should be clear, concise, and engaging. It should communicate the value of the survey to the respondent and explain why their feedback is important. The introduction should also provide any necessary context or background information that will help the respondent understand the survey questions and provide accurate answers.

A well-crafted introduction can increase the response rate and ensure that the data collected is accurate and actionable.

What Is the Importance of Survey Introduction and Its Benefits?

The survey introduction is a critical component of a survey questionnaire as it serves several important purposes and offers several benefits.

First, the introduction is important because it sets the tone for the rest of the survey. It provides the first impression of the survey to the respondent, and a well-crafted introduction can help engage the respondent and increase their motivation to complete the survey.

Second, the introduction provides context and establishes expectations for the survey respondent. It communicates the purpose of the survey, the type of questions that will be asked, and the value of the data being collected. This helps to ensure that respondents understand the survey and are more likely to provide accurate and useful responses.

Finally, an effective introduction to survey can help increase response rates. By clearly explaining the value of the survey and why the respondent’s input is important, the introduction can motivate respondents to participate and provide thoughtful responses.

Overall, a well-crafted survey introduction is essential for engaging respondents, gathering accurate data, and increasing response rates.

But how do you write a good introduction for surveys?

Let’s delve into it!

What Do We Explain in Introduction to Surveys?

In an introduction to the survey, you should explain several key elements to the survey respondent to help them understand the purpose and value of the survey. These elements include:

1. The purpose of the survey

Clearly explain why the survey is being conducted and what insights you hope to gain from it. This helps to give respondents a clear understanding of what they are contributing to.

2. The type of questions that will be asked

Explain the topics that the survey will cover and the types of questions that will be asked. This can help to set expectations and give respondents an idea of the level of detail that is required.

3. The target audience

Let respondents know who the survey is targeted towards and who will be using the data collected.

Read More: How to Find Survey Participants & Respondents

4. Confidentiality and anonymity

Explain how the data collected will be used and how it will be kept confidential and anonymous. This can help to assure respondents that their input is valuable and that their privacy will be respected.

5. The benefits of participation

Convey the benefits of participating in the survey and how the data collected will be used. This can help motivate respondents to complete the survey and provide thoughtful responses.

Overall, a survey introduction should provide enough information to help respondents understand the survey’s purpose and value, set expectations, and motivate them to provide accurate responses.

6 Key Features of a Powerful Survey Introduction

The features of a survey introduction should include:

1. Brief and concise

The introduction should be brief and concise, ideally no more than a few sentences or a short paragraph. It should clearly and succinctly convey the purpose of the survey and why the respondent’s input is valuable.

2. Engaging

The introduction should be engaging and encourage the respondent to participate in the survey. This can be achieved by highlighting the benefits of participating or by using an attention-grabbing statement.

3. Clear and easy to understand

A well-crafted introduction should be clear and easy to understand. Avoid using technical jargon or complex language that might confuse the respondent.

4. Honest and transparent

The introduction should be honest and transparent about the purpose of the survey, how the data will be used, and the expected duration of the survey.

5. Relevant and specific

The introduction should be relevant and specific to the survey topic. It should explain why the survey is being conducted, what topics it will cover, and what type of feedback is being sought.

6. Personalized

If possible, the introduction should be personalized to the respondent. This can be achieved by addressing the respondent by name or by using information about their demographics or past interactions with the organization.

To sum up, a well-crafted survey introduction should be engaging, clear, and honest. It should provide enough information to help respondents understand the purpose of the survey.

7 Tips for Writing a Better Introduction for Survey

Here are some tips for writing a better survey introduction:

1. Start with a compelling statement

Starting a survey with a compelling statement can be a game-changer. For example, “ Did you know that 90% of Americans struggle with time management? ” is a statement that would grab the attention of many respondents who can relate to the struggle of managing their time. 

Another example could be, “ Are you tired of constantly worrying about your financial future? ” This statement could resonate with respondents concerned about their financial well-being. By starting with a statement that addresses a common pain point or concern, you can engage your audience and encourage them to provide thoughtful and insightful responses to your survey questions.

2. Clearly state the purpose

It’s crucial to clearly state the purpose of a survey in the introduction to help respondents understand what you’re trying to achieve. For example, “ We’re surveying to understand how our customers perceive our brand and products to improve their experience. ” This statement highlights the purpose of the survey and how the results will be used to enhance customer satisfaction. 

Another example could be, “ We’re seeking employee feedback to improve our workplace culture and create a more productive and enjoyable work environment. ” This statement conveys the purpose of the survey and emphasizes the importance of employee feedback in shaping workplace culture. By clearly stating the purpose of the survey, you can ensure that respondents are motivated to provide relevant and meaningful feedback.

3. Keep it concise

When it comes to survey introductions, less is often more. Keeping your introduction concise ensures that respondents don’t lose interest before they even begin. 

For example, “ We need your input to improve our customer service. Please take a few minutes to complete this survey. ” This statement is straightforward and to the point, conveying the purpose of the survey and the expected time commitment. Keeping your survey introduction concise can increase the chances of getting a higher response rate and more accurate feedback.

4. Be transparent

Transparency is essential in survey introductions to build trust with respondents. For example, “ We’re conducting research on behalf of our organization to evaluate employee satisfaction and identify areas for improvement. ” This statement is transparent about the survey’s purpose and who will use the results. By being transparent in your survey introduction, you can demonstrate that you value the respondent’s time and opinion, leading to more accurate and honest feedback.

5. Highlight the benefits

Highlighting the benefits of a survey can help motivate respondents to participate and provide valuable feedback. For example, “ By completing this survey, you’ll have the opportunity to enter a drawing for a $100 gift card and help shape the future of our products. ” This statement highlights the benefits of potentially winning a gift card and contributing to product development. 

Another example could be, “ Your participation in this survey will help us understand your needs and preferences, so we can improve our services and better serve you. ” This statement highlights the benefit of improved services and a better customer experience.

6. Test your introduction

Testing your survey introduction before distributing it can help ensure that it is effective and engaging for respondents. For example, ask a small group of people to review the introduction and provide feedback on whether it conveys the purpose of the survey and is compelling enough to motivate them to participate. 

Another approach is to conduct a pilot survey with a subset of your target audience to test the introduction and identify any areas that need improvement. By testing your introduction, you can refine it to maximize its effectiveness and increase the likelihood of obtaining valuable feedback from your respondents.

Here’s an example of how your introduction page can look like when created using an advanced survey software like ProProfs Survey Maker .

Survey Introduction Examples

Here are some simple yet effective survey introduction examples to inspire you!

1. Customer Satisfaction Survey

“Thank you for choosing our product/service! We value your feedback and would love to hear about your experience. Your feedback will help us improve our products/services and better meet your needs.”

2. Market Research Survey

“Your opinion matters! We are conducting a market research survey to better understand our target audience and improve our products/services. Your input will help us make informed decisions and deliver a better customer experience.”

3. Employee Engagement Survey

“We care about your experience at work! We are conducting an employee engagement survey to understand how we can better support and engage our employees. Your feedback will help us create a more positive and productive work environment.”

4. Product Feedback Survey

“We want to hear from you! We are conducting a product feedback survey to learn about your experience with our product. Your feedback will help us identify areas for improvement and make necessary changes to deliver a better product.”

5. Website Usability Survey

“We want to make our website more user-friendly! We are conducting a website usability survey to better understand how our users interact with our website. Your feedback will help us improve the user experience and make our website easier to navigate.”

These sample survey introduction examples work as clear and concise introductions for various types of surveys .  These introductions efficiently demonstrate the purpose of the surveys, the type of feedback that is being sought, and the value of the respondent’s input.

Drive More Responses Using a Compelling Survey Introduction

The survey introduction is a critical component of any survey. A well-crafted introduction should be clear, concise, engaging, and honest. It should provide enough information to help the respondent understand the purpose and value of the survey and encourage them to participate.

By following the tips outlined above, you can create an effective introduction to a survey that engages your target audience and yields high-quality feedback.

Remember to keep your introduction relevant and personalized and to be transparent about how the data will be used.

If you’re looking for a robust tool to help you create strong surveys, ProProfs Survey Maker is your best bet. It requires no training, and your team will instantly adapt to creating surveys within minutes. The best part is that the tool lets you add a welcome page to your survey that you can personalize with a text or image of your choice. You can even reuse these messages to save significant time and effort.

So get set to create your survey and achieve your research goals head-on!

About the author

Jared cornell.

Jared is a customer support expert. He has been published in CrazyEgg , Foundr , and CXL . As a customer support executive at ProProfs, he has been instrumental in developing a complete customer support system that more than doubled customer satisfaction. You can connect and engage with Jared on Twitter , Facebook , and LinkedIn .

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How to Create a Survey

How to write a survey introduction (plus examples)

Spending your time creating an online survey that ends up getting few to no responses isn’t fun. That’s why it’s a good idea to have an introduction or welcome message at the beginning of your survey.

A survey introduction is your opportunity to make a good first impression by giving respondents some background information about your survey and why they should care about helping you out.

The tone of your introduction can be warm, funny, formal — even somber — depending on the goal of your survey. Done right, a good introduction can warm participants up to your survey and make them more willing to respond.

Keep reading to learn how to craft a perfect survey welcome message.

Just so you know

Learn how to make a survey with our complete guide or get started today with Jotform’s free online survey maker !

The ideal survey introduction: Important details to include

The name of your company or organization.

If you met a stranger on the street, you wouldn’t ask them for a favor without properly introducing yourself, would you? The same principle applies to an online survey — people want to know the person or organization behind it.  Your survey introduction should identify who you are and include your company’s logo and name for brand recognition.

If your survey is intended for an audience that’s familiar with your organization, your logo and name will help respondents feel more confident about filling it out. If your audience isn’t acquainted with your organization, then it’s even more important to identify yourself. If you fall into the latter group, give a brief description of your organization, explain what you do, and include a link to your website or another place where they can find more information.

The goal of the survey

Make your objectives clear. State the goal of your research and what it will help you achieve. The more your readers understand your goal for the survey, the more likely you’ll be to get responses. Being transparent about the purpose of your research will engender trust and make people more willing to complete your survey.

Privacy and confidential information

Privacy is a big deal — people want to know how you’ll process the information they provide and how you’ll handle their personal information. Let everyone know up front whether their responses will be anonymous or not.

If you’ll be collecting personal information, let your respondents know what you intend to do (or not do) with that information. For instance, if you need their email address to follow up with them, make sure they know they can opt out at a later date if they decide not to continue with the survey.

The time required to complete the survey

The length of your survey can be a deal-breaker — people are busy, and they want to know right away how much time your survey will take to complete. This is why you should ask only the most essential questions pertaining to your goal.

So give a realistic estimate of how long it might take to complete your survey. For a more accurate estimate, take the survey yourself (or ask someone to do it for you) so you can see how long it takes to reasonably answer the questions.

Other relevant information or instructions

Each survey is different, use your best judgment about any information you should disclose. Your goal is to be as transparent as possible so your respondents don’t find any unpleasant surprises ahead. If you think something could pose a problem, then it’s probably a good idea to state it in your welcome message.

Examples of good survey introductions

Let’s look at a few real-life examples of surveys that have great introductions or welcome messages, and see what we can learn from them.

Example no. 1: Keep it short

This survey by Resco Products shows respect for the user’s time. It gives the exact number of questions in the survey and the approximate time needed to complete it. In Jotform Cards , you can display the question count as part of your survey introduction.

Example no. 2: Make the terms clear

This survey about cycling habits lets participants know how the organization will use the data the survey collects. It also explicitly asks people to agree to the terms before giving them access to the survey.

Example no. 3: Say it with video

This survey uses an introductory video instead of a written introduction to get participants’ attention.  Videos are far more engaging than text. In fact, one study showed that social video gets a lot more shares than text or images — a shocking 1,200 percent more for video than the other two combined.

If your introductory video hits the right note with your participants, you could see a lot more shares and responses.

Example no. 4: Provide necessary details

Survey introductions are best when they’re short and sweet, but there are occasions when you need to get into the details.

This COVID-19 rapid assessment survey explains the reasoning behind the survey in a comprehensive way, and here’s why: Not only does the survey ask for personal health information, but the organizers also want to follow up on the participants as appropriate. In this instance, participants need all the information they can get about the survey’s importance and how the organization will handle their personal data.

Example no. 5: Stay upbeat

This survey from the National Bicycle Organization projects an enthusiastic and positive tone. It also tries to promote a sense of “we’re all in this together” by using inspirational language: “Be part of the 1st 1,000 responders who will change history.” If your survey situation calls for it, include some inspirational words of your own to encourage people to respond.

Create the perfect survey introduction with Jotform

There you have it! A well-crafted survey introduction will, in many cases, encourage users to fill out your survey . Using the Jotform Form Builder, you can customize a welcome screen that includes your survey introduction. Jotform’s flexible features allow you to customize your survey introduction and your survey to meet your needs.

Start building forms with Jotform today!

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