In a world saturated with surveys and feedback requests, one national brand learned a hard truth: customers don’t always tell the whole story—unless they’re given a reason to.
What began as a routine product feedback survey turned into a powerful lesson in the value of incentivized honesty. With a simple $15 digital gift card, the company unlocked real insights that changed the trajectory of their product launch—and proved that sometimes, the truth comes at a price.
A well-known consumer brand that prides itself on knowing its customers launched a new product for the upcoming summer season. Unfortunately, early results at retail indicate that the new product is highly likely to underperform.
The leadership wanted to know why. To get answers, the marketing team launched a customer survey. Using SurveyMonkey, a short, straightforward survey was distributed to their target audience, which asked about product satisfaction, purchasing motivations, and future interest. But when the responses trickled in, the results were…odd.
According to the data, nearly everyone liked the product, had no concerns, and would consider purchasing or purchasing it again. It felt too positive, especially given the poor initial sales and customer service logs. “We weren’t looking for flattery,” said Marcus, Head of Insights. “We needed truth.”
The sample size was modest, approximately 130 responses, well below the recommended size for generalizable results in a consumer base of thousands. But it wasn’t just the numbers. The team suspected that people were either rushing through the survey or not being entirely candid.
So, they decided to try again, with a twist.
This time, participants were offered a $15 digital gift card for completing the survey. Coffee eGiftCards from both national and local coffee brands were provided as an incentive. Participants added their email at the end of the survey and were able to choose the coffee card of their choice.
The change was immediate.
Response rates tripled. But more striking than the quantity was the quality of the responses.
Customers mentioned real frustrations: product features they didn’t want or understand. These weren’t the sugary compliments of the first round; this was actionable feedback.
Curious, they followed up with a smaller panel of survey respondents. In casual interviews, consumers were asked why the second survey yielded deeper answers.
“I just felt like since you gave me something, I should be real with you,” one participant said. “Like, I owed you my actual opinion.”
It turns out, this isn’t just a hunch.
According to a 2010 study published in the Field Methods Journal, offering even small incentives increases not only response rates but response accuracy, particularly when sensitive or critical feedback is involved¹. Another study published in Public Opinion Quarterly found that monetary incentives can create a “reciprocity effect,” where participants feel morally obligated to provide more thoughtful and honest answers².
Based on the second survey, they simplified their packaging and revised their marketing approach to focus on specific product features. While it’s still early, retailers with revised packaging are experiencing a 31% increase in sales in under 22 days.
The experience taught an important truth: sometimes honesty comes at a price—and it’s well worth paying.
Singer and Ye (2013) examine how incentives affect survey participation, data quality, and response rates across various types of surveys. They find that both monetary and non-monetary incentives can significantly improve response rates, especially when offered up front, though the effects vary based on survey mode, population, and incentive type. The paper also highlights ethical and methodological considerations, including concerns about coercion and the impact of incentives on sample composition. Ultimately, they conclude that incentives are a valuable tool for increasing participation without necessarily compromising data quality.
Göritz (2006) explores the impact of incentives on web-based studies, highlighting key methodological considerations such as sample quality, dropout rates, and response accuracy. The review finds that offering incentives—particularly monetary ones—can significantly increase participation rates and improve data quality. However, the study also cautions that poorly designed incentives can introduce bias or attract disengaged respondents, emphasizing the importance of aligning reward type and value with study goals and audience characteristics.
Footnotes:
1. Singer, E., & Ye, C. (2013). The Use and Effects of Incentives in Surveys. Field Methods, 25(2), 137–144. https://doi.org/10.1177/1525822X12458368
2. Göritz, A. S. (2006). Incentives in Web Studies: Methodological Issues and a Review. International Journal of Internet Science, 1(1), 58–70.
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