The Problem:
A company is mailing surveys out to customers, but they find that not enough people are returning the surveys filled, as requested. They come up with possible strategies to increase the response rates, but which should they employ to get the best returns?
A company is mailing surveys out to customers, but they find that not enough people are returning the surveys filled, as requested. They come up with possible strategies to increase the response rates, but which should they employ to get the best returns?
Offer $50 for each survey completed.
If someone returns a completed survey, they are rewarded with $50 cash. |
Enclose a "$5 Gift".
Each survey is mailed with a $5 note enclosed, and recipients can keep the $5 whether they return the survey filled or not. |
The Solution:
Instinctively, we would think that the $50 reward would be more attractive to customers. But while instincts can sometimes mislead us, empirical research will not. Science has shown proven methods of maximising returns: multiple research has revealed that enclosing a gift is significantly more effective. One such study (James & Bolstein, 1992), showed that enclosing a $5 gift was twice as effective as the $50 reward! This research provides insights applicable to many facets of business and our personal lives.
BUT WHY?
The findings above is not as significant as the understanding as to why and how people respond. When do they say “Yes” to a request and how do we increase the probability of that happening significantly? The science behind how to influence and persuade to get the results you want is covered in our high-energy workshop, the Principles of Persuasion.
Stay tuned, more information is coming soon!
Instinctively, we would think that the $50 reward would be more attractive to customers. But while instincts can sometimes mislead us, empirical research will not. Science has shown proven methods of maximising returns: multiple research has revealed that enclosing a gift is significantly more effective. One such study (James & Bolstein, 1992), showed that enclosing a $5 gift was twice as effective as the $50 reward! This research provides insights applicable to many facets of business and our personal lives.
BUT WHY?
The findings above is not as significant as the understanding as to why and how people respond. When do they say “Yes” to a request and how do we increase the probability of that happening significantly? The science behind how to influence and persuade to get the results you want is covered in our high-energy workshop, the Principles of Persuasion.
Stay tuned, more information is coming soon!
