Does offering a prize for customer feedback incentivise your target audience and provide useful data?
We recently asked for feedback on one of our print publications, a biannual magazine which includes information on what’s on in our venues and news articles and interviews on the programme and cultural scene in the area. This was now the fourth edition of the magazine and we wanted to gather info from our regular and potential audience on the impact of the publication. In an attempt to gain this information we included an article in the magazine asking for customer feedback in exchange for a chance to win a £50 shopping voucher. The feedback method was via an online Survey Monkey form which could be accessed from a page on our website.
Just a week after our publication was available to pick up in our venues, we had 32 complete surveys from the online form…great, people were responding! However, submissions slowed over the next couple of weeks to just 11 more. To prompt people to fill in the form we sent out a reminder from our social media accounts, including the chance to win a £50 voucher. Amazing! It did the job and we received 60 more in just two days. By the time the survey had closed we had 106 forms.
Now came the fun part analysing all the data.
Surprisingly, this was the first time 66% of the respondents had read the magazine. Was there something about this issue that had encouraged them to read it? Further analysis showed some contradiction in individuals responses to the questions. Were people just ticking boxes to fill out the form quickly?
Looking deeper to see who had responded, it started be become more apparent as to what had happened. 32% of responders were from way outside of a 30 mile radius of Luton, with people as far away as North Yorkshire and even Scotland.
Through the use of hash tags and keyword searches (win, competition, prize, voucher)people were finding our request for feedback not out of interest, but for the offer of a prize.
It seems obvious now – people just searching the net for competitions and a chance to win prizes would come across our post.
Not all was lost, because people needed to fill in their details in order to win a prize, we were able to re-evaluate the feedback results based on 72 people who had responded from postcodes in Luton or within a 30 mile radius.
Although I wouldn’t completely discount implementing an incentive in exchange for feedback, I would question if it is needed, the type of offer (is it going to mainly attract your target audience) and how publicising it on different platforms might affect the type of response.