Survey Partners Boost Responses and Sharpen Questionnaire Design
For the past decade, I’ve recommended bringing in partners to help with survey distribution. If you’re unfamiliar with the concept, it works like this: Partners distribute your survey to their list → more responses → better data. And I’ve seen this work on so many projects: ✅ When I worked for CMI we partnered with MarketingProfs on our annual study (they still do!) ✅ When we launched Mantis we partnered with Buzzsumo ✅ Clients have brought in partners to help them increase response rates This approach works . . . But I was only seeing part of the picture. My perspective changed when Lisa Shaw brought me on to a research project in which she had identified 2 partners. They absolutely boosted response rates, but that was only part of their value. First, they offered their perspective on survey design. Every business has blind spots and biases. The partners offered fresh perspectives that made the questions stronger. And then — and here is where value really happens — the partners were instrumental in promoting the findings. - They offered quotes in the research report - They were the speakers on a panel that launched this research. - They shared the research with their own audiences Partner-led research isn't right for every project. But when the conditions are right, it can meaningfully: - Increase response rates - Strengthen your survey - Expands the credibility and reach of your research have started offering more structured support around partner-led research—for teams who want to approach it more intentionally. I’m curious: Have you ever considered or used partners for your research?