Taking surveys online is often thought of as a solitary experience. Respondents typically take surveys on their laptops or mobiles while at their home or office by themselves.  

However, at Branded, we know that community dynamics impact our user’s experience taking surveys and ultimately impacts the data quality for our clients. We have built a vibrant community where our users interact and build relationships.

We wanted to better understand how our users interact with other members of our community. Do they feel competitive with other users? Have they made new friends or connections taking surveys? Making connections is one key component to keeping users engaged with the community, and thus engaged with the surveys they take.

Our research found feelings of competition are more prevalent than feelings of friendship among our users. Roughly 33 percent of Branded community members say it is important to them to earn more rewards taking surveys than their fellow community members.

Millennials (age 22-38) are more likely than older generations to feel fueled by competition. Approximately 37 percent of Millennials feel competitive with other users, compared to 31 percent of Gen X (age 39-50), 28 percent of Baby Boomers (age 51-69) and 30 percent of the Silent Generation (age 70+). Competitive feelings are even more prevalent among Millennial men. About 45 percent of Millennial men feel competitive with other users versus 32 percent of Millennial women

% Who Feel Competitive with Other Users

Just under 1 in 10 Branded community members say they have made new friends through Branded Surveys. Despite increased feelings of competition, Millennials are also more likely than their older counterparts to make friends through our online community. About 12 percent of Millennials say they have made a new friend through the Branded Surveys community, compared with 8 percent of Gen X, 4 percent of Baby Boomers and 3 percent of Silent Generation.

Millennial men are much more likely to make friends through Branded Surveys. About 21 percent of Millennial men say they have a new friend or connection through Branded Surveys, versus 8 percent of Millennial women.