Checklist: Before Distributing Your Survey

In order to succeed in conducting surveys with representative data, high response rates are key. This demands strategic considerations related to aspired target groups as well as channels used for distribution. Here, we provide you with a checklist encompassing factors that should be considered prior to the distribution of your survey.


When demanding feedback from users, or when aspiring to gain insights into customer experiences of a specific service or event, it is a struggle to catch your respondents’ attention while competing with loads of other online messages. Therefore, you are required to work strategically in reaching your respondents with the accurate presentation of your survey as well as the correct distribution channels – this leaves the best odds for your respondents to willingly take their time to answer your questionnaire.


- At SurveyXact, we have this mantra saying, “respondent is king”, and we wish to help our clients get in touch with their clients, Ulrik Lange, Manager at SurveyXact states. With 10 years of managerial experience within SurveyXact, Ulrik Lange surely knows what it takes to reach a high response rate in a survey.


SurveyXact enables you to distribute your survey using:

  • E-mail
  • SMS
  • E-boks
  • QR-codes
  • Pop-in
  • Mail Merge
  • Self-creation with an anonymous link


Three things to consider in order to reach the highest response rate:

1. Specify your target group

First and foremost, it is inevitable to zoom in on your target group. A premise for a good survey is to gain the greatest amount of data, and if you wish to increase this rate, you must accommodate to your target audience. For instance, in a situation with partially sighted respondents, the set up must be simple, and sound might perhaps even be added to the questionnaire to ease the user experience. Likewise, distribution via SMS is adequate in reaching younger respondents as it involves meeting them on the device they use the most, namely the smartphone.


2. Assess the type of survey

Subsequently, it is time to assess the type of questionnaire. Just like the audience sets the agenda for the distribution of the survey, the type of survey similarly determines which channel is most adequate. In case of long, complex surveys with numerous text boxes, for instance, it does not quite make sense to distribute using SMS. Here, e-mail is a better alternative.


3. Make it event-based

Lastly, it is advantageous to make the distribution event-based, suggesting that the survey is distributed in continuation of the respondent being in touch with your organization or brand. This will ensure that your product or service remains top of mind for the respondent and thereby increase chances of the respondent filling out the questionnaire and providing the most accurate answers.