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Investment ResearchUnderstand usage of popular services and brands and forecast trendsAn investor wanted to talk to consumers about an Internet company he was looking to invest in, Yelp (YELP), a popular website that allows users to read and write reviews for local businesses. He wanted to understand more about brand awareness and how satisfied consumers are with Yelp. He created a tracker survey so he could follow trends on Yelp (and its competitors) awareness, usage rates and satisfaction.
Research Objectives● Learn more about brand awareness
○ What is Yelp’s unaided brand awareness? ○ How many people have used Yelp in the past month?
● Understand Yelp user satisfaction○ What do users like and dislike about Yelp?
● Track consumer usage of the Yelp mobile application ○ How many people are using the Yelp mobile application?
Project Criteria● 100 respondents● Targeting:
○ U.S. Audience○ Ages 18+○ Gender balanced (50% male / 50% female)
Key Insights
Yelp is the most popular review site When asked which sites they have used to read or write reviews on local business, over 30% of respondents had used Yelp in the last 30 days.
Overall satisfaction is low Yelp still has some work to do to keep its users very to extremely satisfied. A little less than half (about 48%) were still moderately to not at all satisfied with the site.
Mobile is popular amongst Yelp usersOf the Yelp users who own a smartphone, over half of them have the mobile application installed on their phones.
Survey ExamplePAGE: DEMOGRAPHICS
1. How much income did all members of your household earn in 2011?a. Less than $20,000b. $20,000 to $49,999c. $50,000 to $99,999d. $100,000 to $149,999e. $150,000 or moref. Prefer not to disclose
PAGE: UNAIDED BRAND AWARENESS2. Which websites/mobile apps have you heard about that allow you to read and write reviews on local
businesses (e.g., restaurants, hair salons, auto shops)? a. [open text]
PAGE: AIDED BRAND AWARENESS3. In the past 30 days, which of the following websites/mobile apps have you used that allow you to read and
write reviews on local businesses (e.g., restaurants, hair salons, auto shops)? a. Yelpb. UrbanSpoonc. Insider Pagesd. Citysearch
e. Zagatf. AroundMeg. Foursquareh. Yellow Pagesi. None of the abovej. Other (please specify)
PAGE: YELP SCREENER4. Have you heard of Yelp?
a. Yes, and I have used itb. Yes, but I have never used it [skip to DISQUALIFY]c. No [skip to DISQUALIFY]
PAGE: YELP USERS4. What do you use Yelp for? (Select all that apply.) [randomize]
a. Read reviewsb. Write reviewsc. Find restaurantsd. Find local businesses (e.g., hair salons, dentists)e. Find eventsf. Other (please specify)
5. About how many times do you use Yelp in a typical month?a. 0b. 1-2c. 3-5d. 6-10e. More than 10 times
6. When searching for a local business (e.g., restaurant, florist, dentist), how often do you use Yelp?a. All the timeb. Most of the timec. About half the timed. Some of the timee. None of the time
7. Overall, how satisfied are you with Yelp?a. Extremely satisfiedb. Very satisfiedc. Moderately satisfiedd. Slightly satisfiede. Not at all satisfied
8. What do you like most about Yelp?a. [open text]
9. What do you dislike most about Yelp?a. [open text]
10. Do you have a smartphone (e.g., iPhone, Android, BlackBerry) or tablet computer (e.g., iPad, Kindle Fire)?a. Yesb. No [skip to END]
PAGE: YELP MOBILE APP10. Do you have the Yelp mobile application on your smartphone or tablet computer (e.g., iPad, Android
tablet, Kindle)?a. Yesb. No [skip to END]
PAGE: MOBILE APP USERS
11. Do you use the Yelp app on your mobile device more, less, or about the same amount as you use the Yelp website on a desktop/laptop?
a. Much moreb. Moderately morec. Slightly mored. About the same amounte. Slightly lessf. Moderately lessg. Much less
View the SurveyMonkey SurveyYelp- SurveyMonkey Survey Link
See the ResultsYelp- Shared Results
Learn MoreTo receive a copy of this “Investment Research” survey template and any other SurveyMonkey Audience case study templates, contact [email protected]. For more information about SurveyMonkey Audience, visit our website: audience.surveymonkey.com
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