We always advise incentives to complete surveys unless the survey respondent views the survey as important to them (for example, the respondent may be complaining about local council initiatives so their views are important to them and so will not need incentivising).

Incentives for online surveys generally come in two forms, monetary payment (distributed using a points system where respondents can trade in points for monetary vouchers for Amazon) or prize incentives. Monetary payment is usually the preferred incentive by respondents as it's guaranteed and immediate, whereas allocating a prize to a survey - although used in 50% of instances - generally leads to a much lower and slower response rate, especially those prizes that are small in value.