Many surveys ask qualification questions first…
In the typical market research project, the survey is written to collect answers from a very specific category of person. This might mean “moms with automotive experience” or “young professionals who drink diet cola for breakfast.” It’s impossible to know whether folks fit the needed profile without asking some questions first.
Sometimes surveys know it’s not the right fit almost immediately. These interviews end before asking all the questions. The total time spent is a fraction of the full survey and could be 10 out of 100, or 15 out of 200! There are some really long surveys out there!
Other times, the response rate is better / faster than anticipated. Those who respond first can complete the survey, and latecomers are then unable to proceed past the first few pages.
Researchers and survey creators try to make these exit points as early and as polite as possible. The main idea we would like to convey is how much we sincerely appreciate your willingness to take our clients’ surveys. Thank you for clicking in — even when it means to simply help our clients home in on the final respondent categories needed for their research.