Below is a list of rules you have to consider when researching and marketing online.

DOS

• Pose questions in a fun, conversational tone.

• Package the experience as self-discovery and entertainment, where possible.

• Make it simple to sign in and get started.

• Know the incentives that will inspire responses.

• Express appreciation for participation.

• Value the participant's time. Allow opting out of surveys at any point.

• Keep initial surveys or interactions brief. (Gather more customer profile information later, when the participant has learned to trust you.)

• Use their e-mail addresses only for the originally stated purposes.

DON'TS

• Ask for too much personal information at the start, or ask for unnecessary personal information at all (like telephone numbers).

• Make your questions stiff or clinical.

• Spam them later once you have their e-mail address.

• Make surveys or quizzes too long.

• Abuse their generosity by requesting their feedback too often.

• Provide irrelevant or worthless incentives.