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Monica Barsetti Plaza & Jon Sadow
what’s next for Google Consumer Surveys
#next4gcs
Google Confidential
looking back at where we’ve been
65% of research suppliers believe the “quality of online panel sample is worse than commonly acknowledged”
91% of research buyers place “highest data quality” at the top of the list of important attributes when selecting a Research Supplier
while…
Greenbook Research Industry Trends Report, Spring 2012
the worst kept secret
Google Confidential
Long questionnaires result in lower response rates.
Effects of Questionnaire length on Participation and Indicators of Response Quality in a web survey (Galesic, Bosnjak 2009)
Long questionnaires lead to reduced response quality and increased straightliners.
Effects of Questionnaire Length on Response Quality (Herzog, Bachman 1981)
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Matrices/grid formats introduce measurement error and are more difficult for respondents. “ ” Presentation of a Single Item Versus a Grid…
(Callegaro, Shand-Lubbers, Dennis 2009)
“focus on the user and all else will follow.”
“focus on the user and all else will follow.”
respondent!∧
_________!
our approach • shorter surveys • simpler formats • character and response limits • clear incentive • privacy & anonymity
The [Google] surveywall approach resulted in more accurate estimates on the whole than other traditional online, panel-based survey platforms.
Surveywalls: A Breakthrough for Survey Customers or DIY Run Amok? (Nielsen & RTI International, 2013)
“ ”
Perhaps it won’t be long before Google… is the most trusted name in polling.
Nate Silver, Election Polling Guru, 2012
“ ”
A Comparison of Results from Surveys by the Pew Research Center and Google Consumer Surveys (Pew Research Center, 2012)
[Across 48 questions] the median difference between results obtained from Pew Research surveys and using Google Consumer Surveys was 3 percentage points. “
”
275+ publishers hosting surveys
millions of respondents per month
hundreds of millions of answers to date
Google Confidential
what’s next for GCS
Google Confidential
too long bad data effective, but limiting
what we’ve learned
Google Confidential
the sweet spot
Google Confidential
why? smarter, modularized surveys
Google Confidential
why? smarter, modularized surveys
making a good thing even better • rep. samples of real consumers • demo + geo targeting • custom screening • automated analysis and insights • user friendly survey creator • complete raw data • recurring surveys & timelines
but now, with full cross-tabs!
$1.10 - $3.50 per complete for up to 10 questions
features & services us them
analysis & visualization included
completed data sets included
programming included
incidence of 20-60% included
project support included
mobile targeting Included
TOTAL up to $3.50/complete price per complete + add-ons
what about the other costs?
features & services us (3-7 days)
them (8 days)
cost per complete $3.50 $3.00
analysis & visualization $0 $1,500
completed data sets $0 $500
programming $0 $625
incidence of 20-60% $0 $0*
project support $0 $0
TOTAL $1,750 $4,125
example: 10 questions, n=500
*Increased cost below 50% incidence
40% lower project cost on average
we have a solution. how do we go even bigger?
Google Confidential
1 billion Android devices
Google Confidential
57% of people now own a smartphone in the US
consumers are now spending nearly 40% of their internet time on mobile
average consumer spends 2 hours per day on mobile apps
where the people are
Source: KPCB Internet Trends - Mary Meeker, May 2013
going mobile
going mobile
• downloadable application • apps, books, music & movies
for free • potential for 1B respondents • same creation experience • offline functionality • compatibility across devices
a look into the future
21% 2013 smartphone global penetration
(expected)
1.5x global mobile traffic
growth y/y
Source: KPCB Internet Trends - Mary Meeker, May 2013
enhanced automation • behavioral models • read/write API • advanced survey design • cross-question insights • interactive cross-tabs • additional output formats • language translation
get started today [email protected]
