I recently binged season four of the HBO series “True Detective.” In it, Jodie Foster plays detective Liz Danvers, who investigates the disappearance of eight men from an Alaskan research facility. Over the course of the investigation, she mentors a junior officer as they work through the evidence. One element that stuck with me is her repeatedly telling him, “You’re asking the wrong question.” For example (spoiler alert), instead of asking “Who killed them?” ask “Why were they outside in the middle of the December night?” This redirect opened them up to new perspectives for exploring the crime.

This story comes to mind when clients ask how to improve survey response rates. It’s a valid question, because when too few customers respond, low response rates compromise the validity, credibility, and actionability of your research. But it’s not the right question to start the discussion. We should begin by first determining if your study even requires a higher response rate.

Not All Surveys Require Generalizability

When your goal is to make inferences about your entire customer base — such as overall satisfaction or the impact of a digital transformation — generalizability is essential. On the other hand, projects whose focus includes exploratory research, service recovery efforts, or studies on small, homogeneous groups may not require statistically representative samples. Results will not be generalized to your entire customer base or key segment. Response rates matter less.

To determine whether your survey project is at risk of validity issues, start by asking key questions about your research goals. Will results be:

  • Part of an executive scorecard and tracked regularly?
  • Used for benchmarking?
  • Part of advanced (predictive) analytics work?

If the answer is yes, you’ll likely need a representative sample and a solid plan to achieve those goals. If the results will be used for service recovery, pilot testing, experimentation, or exploration, then representativeness, and higher response rates, are less critical.

Overcome Response Rate Challenges

Low response rates often stem from two main respondent issues: lack of perceived value and poor survey experience. To address these, implement three key strategies:

  • Build relevance. Build a communication plan for both internal and external audiences to explain the purpose of the survey, how it is relevant, and how the results will be used.
  • Improve the survey experience. Stick to your stated project goals, hone your survey structure and content, and ensure that it aligns with your brand promise. After all, your survey is an important touchpoint, as my colleague Maxie Schmidt points out in the Forrester CX Cast podcast episode, Feedback Is A Touchpoint, Too.
  • Optimize survey administration. Pair your survey with an effective distribution plan. Consider aspects such as timing, channel, audience alignment, and personalization. Monitor performance and adjust accordingly.

By taking a strategic, data-driven approach to survey design and execution, you can improve response rates, enhance the credibility of your insights, and ultimately drive more meaningful action from your customer feedback programs.

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