Have you ever opened a survey and clicked away within seconds? Maybe it wasn’t clear what the survey was about, or how long it would take. At that point, it's safe to conclude that it doesn’t seem worth your time. That’s exactly why a good survey introduction matters.
As a product manager, you already understand the value of customer feedback. But even the best survey questions won’t get you far if the introduction doesn’t grab attention and make people want to complete the survey. Let’s find out how to write a survey introduction, why it matters, and what to include to boost your survey response rates.
A survey introduction is a short paragraph or section at the beginning of your online survey or questionnaire. It's more like a first impression because it welcomes participants, explains the purpose of the survey, and gives them a reason to care.
In most cases, a well-written survey introduction answers the following:
A good introduction increases your chances of getting honest and complete responses. It doesn't matter if you're collecting customer experience insights or conducting market research. Here's why:
If you want potential respondents, or your target audience, to open up, you need to make them feel comfortable. When people know why you’re asking for their time, how their personal information will be used, and whether their responses in the survey are anonymous or private, they’re more likely to give honest and complete answers, even to open-ended questions.
Letting people know how long the survey will take helps manage their time and reduces drop-offs. If a survey will take 5 minutes or less, say so. This helps potential respondents know what to expect. It shows you respect their time, and that small touch can make a big difference in your survey experience
Surveys that don’t explain what they’re about, or don’t even have an introduction, can confuse or frustrate people. And when that happens, they either rush through the questions or drop out entirely. On the other hand, a clear and friendly survey introduction encourages people to stick around and complete the questionnaire.
Now that we know why a survey introduction matters, let’s talk about what to actually include. A proper survey introduction sets the tone for the entire survey and boosts survey completion rates. Here’s what every great intro should have:
Are you aiming to improve the user experience, launch a new feature, or gather feedback for a product roadmap? Let your survey respondents know why they’re being asked to complete the survey. Research proves that when the purpose of a survey is stated, response rates increase by up to 11% compared to vague introductions.
Example:
We’re gathering feedback to help us improve your experience with our dashboard.
Letting people know how their answers will be used makes your survey experience feel valuable. It also encourages honesty, especially when asking open-ended questions.
Example:
Your input will directly influence our next product update.
Time is important. Be honest and clear about how long it takes for the survey to be completed. This helps manage expectations and reduces drop-offs.
Example:
This survey will take about 4–5 minutes to complete.
Reassure participants that their data is safe. Include a line about your privacy policy, especially if you're collecting personal details. A study published in BMC Medical Research Methodology found that response rates varied from 56.0% to 63.3% across different privacy conditions, indicating that privacy assurances can have a modest impact on participation rates.
Example:
We’ll keep your responses confidential and use them only for internal review and analysis.
Always thank your respondents. It creates a positive survey participation experience.
Example:
Thanks for helping us improve. Your feedback means a lot.
Here’s a simple survey introduction template you can use and adapt for any customer survey, employee survey, or market research:
Hi there! We’re conducting a short survey to understand how satisfied you are with our latest feature. Your feedback will help us prioritize updates and improve our service. The survey will only take 7 minutes of your time to complete. All responses are confidential/anonymous and used only for internal purposes/product improvements. Thank you for your time.
Let’s say you’re running a customer satisfaction survey for a new app feature. Here’s a complete survey intro example:
Welcome! We’d love to hear what you think about our new reporting dashboard. This short customer satisfaction survey should take less than 3 minutes to complete. Your answers will help us understand what’s working and what could be improved. Everything you share is confidential and will only be used to enhance your experience. Thanks for helping us build a better product.
This kind of survey with an introduction is short, clear, and sets the right tone.
Writing an introduction to a survey might seem simple, but getting it right helps improve your response rate and makes the overall survey experience better. Here are a few tips to keep in mind when creating a good survey introduction:
A short survey introduction is usually more effective. Try to keep it to 4–6 sentences. Being concise helps maintain attention and gets respondents straight into the questionnaire. Remember, people want to know what the survey is about fast.
You should adjust your tone based on the target audience and the type of survey. For example, if you’re sending a customer satisfaction survey to product managers, keep the tone clear, respectful, and focused on the survey’s purpose. Product managers appreciate straightforward language that tells them why their input matters and how the data will be used for product improvements.
Avoid technical terms or jargon. Say “how long the survey will take” instead of “estimated response duration.” A clear survey’s purpose keeps people from dropping out early.
If your survey participants have questions, let respondents know who to contact. It shows you care and makes every survey feel more trustworthy.
The questionnaire introduction should be the very first thing people see before they even get to the first question. Why? Because it helps them decide if they actually want to complete your survey. A clear and friendly introduction gives them a quick idea of what the survey’s about, how long it’ll take, and what kind of question types you’re using, whether they’re closed-ended, open-ended, or a mix of both.
If you’re using survey software or pulling from survey templates, just make sure there’s room to customize your introduction. You want it to sound like it’s coming from you, not a robot. Tailoring it to your target audience makes a big difference, especially if it’s your first survey or you’re trying to boost survey completion rates.
Your survey introduction isn’t just a formality, it’s your chance to make a connection, earn trust, and encourage participation. It tells survey respondents what to expect and shows that you respect their time. Need help designing your next survey? Tools like Productlogz make it easy to write intros, create effective survey templates, and analyze feedback all in one place. Why not sign up for free to begin your survey journey with the right tool?
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