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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)
“
“
”
”
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)
1.5xglobal mobile traffic
growth y/y
Source: KPCB Internet Trends - Mary Meeker, May 2013
What's Next For Google Consumer Surveys
enhanced automation
•  behavioral models
•  read/write API
•  advanced survey design
•  cross-question insights
•  interactive cross-tabs
•  additional output formats
•  language translation
get started today
GCSprojects@google.com
Thank you!
mbarsetti@google.com
jsadow@google.com
#next4gcs	
  
g.co/consumersurveys	
  

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What's Next For Google Consumer Surveys

  • 1. Monica Barsetti Plaza & Jon Sadow what’s next for Google Consumer Surveys #next4gcs  
  • 2. Google  Confidential   looking back at where we’ve been
  • 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)
  • 5. “focus on the user and all else will follow.”
  • 6. “focus on the user and all else will follow.” respondent! ∧ _________!
  • 7. our approach •  shorter surveys •  simpler formats •  character and response limits •  clear incentive •  privacy & anonymity
  • 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.“
  • 11. hundreds of millions of answers to date
  • 13. Google  Confidential   too long bad data effective, but limiting what we’ve learned
  • 15. Google  Confidential   why? smarter, modularized surveys
  • 16. Google  Confidential   why? smarter, modularized surveys
  • 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!
  • 18. $1.10 - $3.50 per complete for up to 10 questions
  • 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
  • 21. 40% lower project cost on average
  • 22. we have a solution. how do we go even bigger?
  • 23. Google  Confidential   1 billion Android devices
  • 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
  • 27. a look into the future
  • 28. 21%2013 smartphone global penetration (expected) 1.5xglobal mobile traffic growth y/y Source: KPCB Internet Trends - Mary Meeker, May 2013
  • 30. enhanced automation •  behavioral models •  read/write API •  advanced survey design •  cross-question insights •  interactive cross-tabs •  additional output formats •  language translation