1) Google Consumer Surveys provides concise surveys to millions of respondents each month through partnerships with hundreds of publishers.
2) The presentation reviews lessons learned from GCS's approach of using shorter surveys, simpler formats and clear incentives to obtain higher-quality responses compared to traditional online panels.
3) The presentation outlines plans to enhance GCS by adding features like demographic and geographic targeting, custom screening, automated analysis and a mobile app to reach over 1 billion Android users and expand the potential respondent pool.
3. 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
4.
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)
“
“
”
”
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)
8. 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.“
17. 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!
19. 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?
20. 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
24. 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
26. going mobile
• downloadable application
• apps, books, music & movies
for free
• potential for 1B respondents
• same creation experience
• offline functionality
• compatibility across devices