There are some important details you really have to include in an introduction.
Before you set your mind to details of your writing, make sure you have the basics set in stone. There are five points you need to include in your survey introduction:
1. Your organization
2. The goal of the survey
3. How much time this will take
4. Anonymity/privacy of personal information (link to your privacy statement)
5. Relevant instructions
Now let’s take a look at each of them in more detail.
So now the necessary parts are taken care of, you need to focus on standing out from the crowd.
A perfect survey introduction is more than just a jumble of details and instructions. It’s the first contact you have with the people you will be relying on—so it’s important to start things off on the right foot. Make sure you:
Let’s take a look at a couple of good survey introduction examples from our fictional companies that follow this advice.
Imagine that a customer has made a purchase from your shop, Absolutely Amazing Shoes, and you’d really like some customer feedback. Let’s look at how to introduce a survey you’d send to customers.
First off, this person just bought something. So be gracious right off the bat. You’re happy they are a customer, right? Well, let them know.
The shop’s name is included, and stylised as their brand name. But the reader knows exactly who you are–so we can keep this to an absolute minimum here and still boost your brand recognition.
Readers know how quick this is going to be, and why they should give an answer.
Undertaking research is certainly different to customer feedback. But the same rules apply. Take a look at our example from Enough Plastic, a global anti-plastic NGO.
Let’s check this against our list from before.
Since this is possibly the first time the reader has heard of Enough Plastic, it’s important to add a short explanation. Readers get another way to learn more if they want, but you get the idea of this organization in a single sentence.
Letting your readers know this is a longer survey is important. For people who don’t want to take ten minutes on a survey, they see this right away and inaccurate answers don’t get included.
Readers are told about this study and are encouraged to give honest replies. Littering and wasteful behavior can be embarrassing to admit, so anonymity will be very important to anyone taking this survey.
The introduction ends with a sincere thank you and represents the global nature of not just the organization, but the planet as a whole.