For many students, the most common way to conduct research is by distributing surveys within their networks. In these cases, the respondents are often friends, family members, or classmates. They fill out your questionnaire patiently, not because the survey is flawless, but because of their personal relationship with you. They also trust that you will analyze the data responsibly and not misuse their information.
I completely understand the reality that students often work with limited resources and budgets. However, in a professional environment, you’re much more likely to interact with complete strangers, and that brings a bigger challenge.
Imagine receiving an email from someone you don't know, asking you to fill out a questionnaire. The questions might seem intrusive, even asking for personal details.
Would you fill it out? Would you provide honest answers?
A survey is supposed to be a conversation between the researcher and the participant, not an interrogation. (And yes, sadly, many surveys and interviews nowadays feel like interrogations.) As researchers, we rely on participants' willingness and trust to continue our work. A survey is not only a tool for collecting data—it’s also an opportunity to share information and build a good relationship with your respondents.
Based on my experience, here are a few tips to help you properly introduce your questionnaire, reduce participants’ concerns, and improve the quality and quantity of the data you collect:
1. Title
I’ve seen some horrible surveys with titles like "Untitled." Imagine the researcher (or student) hastily throwing together a rough questionnaire just to meet a boss’s requirement (or a professor's)—it leaves a terrible first impression. Details like this can seriously affect how participants perceive you. After all, who would want to provide personal data to someone who looks careless and unprofessional?
Most survey platforms allow you to add a title (though there may be character limits). It doesn’t have a strict format, but it should at least clearly tell participants what the questionnaire is about. If they recognize it’s relevant to them, they’ll be more motivated to participate. If not, they can quit, saving both their time and your data quality.
2. Research Team Introduction
A brief self-introduction can go a long way toward easing participants’ concerns. At the beginning of the questionnaire, clearly state who you are and where you are from—whether you're a student conducting academic research, part of a corporate research team, or a member of a consulting agency running an external project. Transparency builds trust.
3. Research Background
Research requires cooperation between researchers and participants. We are not interrogating them—we are asking for their help. You should explain why you are conducting this survey, what the project is about, and what potential impact it could have. If relevant, mention whether the project is academic or commercial in nature. Giving context can make participants feel their contributions are meaningful.
4. Experience Expectation
As I mentioned in earlier articles, testing your questionnaire before launch helps ensure it isn’t too long or too short. At the beginning of the questionnaire, you should inform participants how much time it will likely take to complete. This allows them to decide whether to finish it immediately or come back later when they have time. Setting a clear expectation can significantly reduce frustration, especially when filling out surveys without any compensation.
5. Privacy Protection Commitment
In one-on-one interviews, I often hear participants shyly say things like, "I'm not sure my answers will be helpful," or "Maybe my opinion isn't correct." Whenever this happens, I immediately reassure them: There are no right or wrong answers in research. Every answer is valuable.
Later, I began incorporating this inclusivity reminder into the introductions of my questionnaires. It helps reduce self-censorship, encourages honesty, and ultimately improves data authenticity.
6. Say Thank You—Properly
Instead of simply saying "thank you," it’s much better to specifically acknowledge their contribution. For example, thank them for “contributing to the next generation of digital wellness planner design” or “contributing to our design project”. A clear and specific expression of gratitude can make participants feel a stronger sense of responsibility and patience, especially when they encounter open-ended questions later on.
These are some small techniques I commonly use at the beginning of my questionnaires. Of course, they are not perfect, and you may find templates or formats that suit your project even better. But they are certainly a good place to start to improve research professionalism.
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Appendix:
Here is the survey intro part of one of my design projects. It could be a good reference to start with if you need some help.
Title: Survey of Footwear Wearing & Consumption Experience
Hi! I am an industrial design grad student from SCAD. This is a survey about daily footwear-wearing and consumption habits for academic research. It will take 3-5 minutes to complete. Please answer it with your life experience and personal opinion. There is no right or wrong answer, each questionnaire is valuable research data. All of your information will be kept confidential and only for academic research. Thank you for your support and help with my project!