An interesting observation: the fewer questions you ask in a survey, the higher your response rate. If you want “everyone” to respond, ask only one question.
A few weeks ago I sent an update to some of my customers, and sprinkled among the status were a few highlighted questions. I was thinking they would read the status, and as they were doing so they could type their thoughts in answer to my questions.
I got one response.
And some “I will do this when I have a chance” replies. And some nothings.
So I tried again. I forwarded the same exact same email to each of the non-respondents, and asked just one question: “If you had any advice to give, what would it be?”.
The next morning, less than eight hours later, I had a bunch of responses. The replies were thoughtful and lengthy, too, the respondents took at least as long as it would have taken them to answer the ten or so questions in my original email.
SO if you want “everyone” to respond, ask only one question.