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Democratization of
Research
Chuck Brinker
Director of Program Design at SurveyMonkey
Democratization of Research
My path…
Client Marketer Agency Planner
Agency
Researcher
My path…
Solutions Designer
Launched
Audience
Zoomerang
& Zoompanel
created in this
apartment
Moved to
Palo Alto and
hired new team
for growth
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011200120001999
Profitable
from day one
Numberofsurveys
completed
Moved to
Portland and
hired first
employee
2013
43,000,000+
2012 2014 2015
Launched
SurveyMonkey
Enterprise
Fluidwar
e
Wufoo
SurveyMonkey’s path
An unconventional road to Silicon Valley
Our discussion today
How has it changed the
research “product”?How has it
changed the
industry?
What caused the
democratization of
research?
How has it
changed the
researcher’s role?Has research been
democratized?
How has it
changed the
research org?
Already democratized?
YES
What caused it?
Technology Access
“Sexy stuff sometimes
happens when you
make mundane things
easy and accessible.”
-Mikkel Svane, Zendesk
Industry change?
A mix of new and old…
But if we really need validation…
Explicit Data
Implicit Data
The offering is changing
Piles of data
Point-in-time
Long timelines
Black box analysis
Rigid tools
Extremely expensive
Business-critical data
Longitudinal
Quick-turn
Value-based analysis
Dynamic tools
Cost effective
More data,
more dilution
Correlate to
other data sets
Implement
insights faster
But clients will need to adapt too
Early and often allows for optimization of dollars
Test
Test
TestTest
Test Test
Learn
Learn
Learn Learn
Learn
Learn
Refine
Refine Refine Refine Refine Refine
Org change?
Data Business
We are always here to help
Core Data Services Platform
SurveyMonkey by the numbers
Users create surveys
Users send surveys to their respondents
Respondents take surveys
When they finish, they can sign up to take more
They join Contribute, our member site
They receive invites to take more surveys
They earn donations for our charity partners
For our great partner organizations
Who earn meaningful contributions
We recruited 5M+ people to take surveys
and we’ve profiled them on hundreds of different demographic and behavioral
attributes so you can target the audience you need
Research change?
Democratization of Research
Create
Choose
Collect
Analyze
Automate
Role change?
Finance Ops/G&A
Data
Processing
Sales
Mar/Com
Research org
QuantQual
Client
G&A
Sales/
Sales Ops
Mar/Com
Research org
AMSales
Client
Engineering
Product
Management
Biz Dev/
Corp Dev
Research
Expert
● @chuckbrinker
● in/chuckbrinker
● chuckb@surveymonkey.com
Thank
you.

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Democratization of Research