Consider market research surveys from a fan’s perspective. They receive a survey invitation from their favorite team and, looking forward to the opportunity to share their feedback, they spend the next several minutes filling out the questions. They send in their answers, then sometimes receive a thank you note or sweepstakes entry, but after that, they hear… nothing. They may not ever find out whether someone actually read their comments, or if any changes were made in response to the data they submitted.
If a respondent feels like his or her responses are getting ignored, why should that respondent take the time to share their feedback again when the next survey invitation comes?
At Turnkey, we’ve seen plenty of complaints about this, both in email replies to survey invitations and in surveys’ open-ended response fields. For example:
Now, you can just ignore this survey and count your money.
I’ve answered this question 3 times before, and have been ignored repeatedly, so don’t ask. You clearly do not care!
Why? My suggestions were ignored the prior times I have completed these surveys.
Why do you keep doing surveys, while nothing ever gets better?
How can teams combat this frustration and keep fans satisfied and engaged? Let them know their voices are being heard! Share what you learned from their responses and how their feedback has helped the team. Sure, incentives are nice… but most fans would most prefer simply knowing their team listened to them, and that their feedback helped the team in some way.
There are many different ways to communicate survey results to fans. Send out emails to respondents (or everyone who received a survey invitation). Publicize changes made as a result of fan feedback on your website as the UConn Huskies recently did. Include tidbits in the next round of survey invitations to encourage fans to participate again. Every little bit will add to the fans’ sense that their responses are valued and that they are making a difference by responding to your surveys.
Here are some examples of data fans may be interested in seeing: