What Do Respondents Really Think About Market Research?

Syno and Implicit House hosted a breakfast seminar to find out

On May 21, 2025, Syno and Implicit House welcomed guests to a breakfast seminar at Syno’s Stockholm office. Around 25 professionals in marketing, research, and insights attended to hear the results of a recent study exploring how respondents themselves perceive surveys and the research process. The presentation was based on two qualitative focus groups and a large-scale quantitative survey conducted in Sweden. The research included both members of online panels and individuals outside of panels.

Here are some of the key insights shared at the event:

• Respondents feel survey fatigue

Many of the focus group participants said they receive too many surveys, especially repetitive customer satisfaction surveys following every minor interaction.

“It’s not the questions. It’s that they come every time I breathe.”

Panel members, who have actively opted in to participate in surveys, were generally more tolerant and felt that receiving one survey invitation per week was a reasonable upper limit.

• Lack of follow-up lowers trust

Respondents want their voices to be heard and hope to influence, but many feel like they’re shouting into a black hole. Some even leave their contact details, yet rarely hear back, which raises doubts about whether their input is genuinely valued or used.

“I took the time. You took me for granted.”

• NPS doesn’t always make sense

The Net Promoter Score (NPS) question was viewed critically. Respondents questioned its relevance in many contexts and pointed out that the 0–10 scale doesn’t align with how Swedes naturally think about recommendations.

“I like you. But this ‘recommendation’ thing is nonsense.”

• Surveys can feel repetitive

Many respondents highlighted the frustration of being asked the same or very similar questions multiple times, either within one survey or across several surveys from the same company.

“From curious to indifferent, in 14 questions. My honesty disappeared along with my patience.”

• Purpose matters

Respondents appreciate when the goal of a survey is clearly communicated upfront. When the purpose is vague or absent, it creates disengagement.

“I tried to understand… but the survey made it difficult.”

• Moving forward

The seminar sparked insightful discussions around how research design can better reflect the respondent's perspective. Syno is now integrating these learnings into internal processes to help ensure research is respectful, relevant, and engaging for those who make it possible - the respondents.

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