This paper explores population segments that differentiate people based on attitudes and perceptions about surveys and how those segments differ in survey participation intention. Our analysis finds 5 population segments across which general affinity toward surveys differs significantly. Survey Enthusiasts have high affinity toward surveys and underlying sense of civic responsibility to participate. Obligated Responders recognize the importance of participating, yet view surveys as an imposition. Reluctant Responders recognize survey participation as important but are moderately concerned about data misuse. The remaining 2 segments, the Disengaged and Shy Responders, have low affinities for survey participation. These findings suggest that effective survey designs should tailor different appeals and protocols to the motivations of a heterogeneous population. A multidimensional approach would parallel those approaches used in marketing where product differentiation and market segmentation help to successfully reach the consumer market. © 2025 The Author(s). Published by Oxford University Press on behalf of The World Association for Public Opinion Research. All rights reserved. For commercial re-use, please contact reprints@oup.com for reprints and translation rights for reprints. All other permissions can be obtained through our RightsLink service via the Permissions link on the article page on our site - for further information please contact journals.permissions@oup.com.