You've heard it all before: Fill out our survey and receive a gift card. Tell us about your experience and be entered to win a free iPad. Rate our product and we'll send you a free T-shirt. The concept is simple and widely used by organizations looking to increase their survey response rates. They incentivize survey participation by enticing respondents with rewards.

This survey quid pro quo sounds easy enough, right?

Well, sort of. While survey incentives have been found to increase response rates.