If you're inviting participants from your own customer or contact list, the way you introduce your Research Flow interview matters.
Unlike studies that recruit participants through a verified panel, these participants are hearing directly from your organization. A clear invitation helps participants understand what to expect, why their feedback matters, and how they'll be asked to participate—leading to better completion rates and richer insights.
This guide shares best practices for inviting your own customers/contacts to participate in a Research Flow interview with Typeform.
Set clear expectations
Research Flow studies are different from traditional surveys. Before participants begin, let them know what kind of experience they're joining. If you’re distributing your research interview by email or embedding it on your website, include a brief introduction that sets expectations for participants.
Make it clear that this is more than a standard survey and explain that participants will be taking part in an interview-style research study and may be asked to respond using text, voice and/or video. Setting expectations upfront helps participants feel comfortable and reduces drop-off.
Example
We'd love your feedback in a short interview-style research session. You'll answer a few questions by sharing your thoughts using your voice and/or video.
Explain why you're asking
People are more likely to participate when they understand how their feedback will be used.
Take a moment to explain why you selected them and how their responses will help shape future products, services, or business decisions.
Example
Your feedback will directly help us improve future products and experiences. We genuinely value your perspective and appreciate you taking the time to share it.
Encourage honest feedback
The best research comes from authentic responses.
Let participants know there are no right or wrong answers and that you're looking for honest feedback—not polished responses or positive reviews. Make it clear that constructive criticism is just as valuable as positive feedback.
Example
We're looking for your honest experience. There are no right or wrong answers—we want to learn what's working well and what could be better.
Keep your invitation personal
A warm, conversational invitation is more likely to earn a response than a formal or transactional message.
Whenever possible:
- Explain why you're reaching out to them.
- Thank them for their time.
- Let them know their perspective is important.
Participants are much more likely to engage when they feel like they're helping improve something they already use or care about.
Include an estimated completion time
Respect participants' time by telling them how long the interview should take.
An accurate time estimate helps set expectations and can improve completion rates.
For example:
This interview takes approximately 10 minutes to complete.
Offer an incentive (if appropriate)
If it makes sense for your audience, consider offering a small incentive for participating.
Common incentives include:
- Gift cards
- Discounts
- Loyalty points
- Sweepstakes or prize drawings
- Early access to new features
Be sure to mention the incentive in your invitation so participants know what they'll receive for participating.
Reassure participants about privacy
Some participants may be unfamiliar with sharing voice or video responses.
If appropriate, briefly explain how their responses will be used and who will have access to them. Helping participants understand that their feedback is only being used for research purposes can increase trust and participation.
Example invitation messages
Option 1: Clear and direct
We'd like to invite you to participate in a short interview-style research study. During the interview, you'll share your thoughts using voice and/or video responses.
Your feedback is incredibly valuable and will directly help shape future improvements. We'd love for you to share your honest thoughts and experiences—there are no right or wrong answers.
Option 2: Friendly and conversational
We’d love to hear about your experience in a short research interview. You can share your thoughts in your own words using voice and/or video.
Your feedback will help us improve future experiences, so please be as open and honest as you can. We really want to hear what it’s been like for you.
Option 3: Short version
We'd love your feedback in a short interview-style research study. You'll share your thoughts using voice and/or video, and your feedback will directly help shape future decisions. We truly appreciate your honest perspective.
Option 4: Practical and friendly
We’d love to hear about your experience in a short research interview. It should take about 10 minutes, and you can respond in your own words using voice and/or video.
As a thank you, you’ll receive [incentive] for taking part. Your responses will only be used for research, and only the team running the study will have access to them. Please be as open and honest as you can. Your feedback will help us improve the experience.
Best practices
Do
- Tell participants they'll be taking part in an interview-style research experience.
- Explain how their feedback will be used.
- Encourage honest, candid responses.
- Use warm, conversational language.
- Include an estimated completion time.
- Mention any incentive upfront, if you're offering one.
- Thank participants for their time and perspective.
Avoid
- Describing the experience as "just a survey" if participants will be sharing voice or video responses.
- Using language that feels evaluative, such as "we're testing you."
- Asking participants to "keep answers brief" when you're looking for rich, detailed feedback.
- Using overly formal or corporate language that makes the invitation feel impersonal.
- Leaving participants unsure about why they were invited or how their feedback will be used.