The 7 Things I Know About Cyber Security After 25 Years | April 2024
AMA Nebraska - SurveyMonkey (08-14)
1. The Secret
to Successful Survey Projects
DIY Consumer Research: Getting the information
you need to make solid marketing decisions
AMA Nebraska
AUG 2014
2. Hi,
I’m Brent
• SVP, GM of SurveyMonkey
Audience
• @SurveyMonkey since Apr. ’09
@bchudoba
brentchudoba.com
in/brentchudoba
brent@surveymonkey
3. Agenda
• Introduction (5 min)
• Attendee survey (10 min)
• The Secret to successful survey projects (45 min)
• Live demo (30 min)
• Survey creation best practices (15 min)
• Attendee exercise (30 min)
Let’s keep this interactive,
• Recap (5 min)
PLEASE interrupt with
questions anytime
• Q&A (30 min)
4. Let’s start with a survey...
Audience Poll: bit.ly/amanb (Results)
5. Why do marketers LOVE survey data?
To try and
understand the
public's way of
thinking
Often proves a
point or opens
up a new market
Able to quickly provide
feedback to industry
decision makers to
demonstrate we stay
informed and keep them
informed
Narrows down a wide
variety of a group's
opinions, habits, and
preferences to help give
you better direction in
making marketing
decisions and taking action
Concrete data to
tell us how our
consumers
think/feel
I like statistics and
analytics so when I
see numbers, it
helps me to make,
what I think, are
better informed
decisions
I love the research
and statistics that
come out of surveys
It’s fact. You can
make decisions
Lets us know what the
customer wants, otherwise
we are making decisions
based off of stereotypes,
gut reactions, or the past
12. The challenges
• Sign off takes much
longer than expected
• Projects can be costly
13. The challenges
• Sign off takes much
longer than expected
• Projects can be costly
• Creating questions that
will produce reliable data
is challenging
14. The challenges
• Sign off takes much
longer than expected
• Projects can be costly
• Creating questions that
will produce reliable data
is challenging
• Takes weeks (sometimes
months) to get data back
18. Write your conclusions first?
• How do you write a
conclusion without any
data?
• Couldn’t writing
conclusions before
questions create bias?
19. A survey is a research project
Think back to the the
“scientific method”
20. Scientific method
• Make an observation
• Propose a hypothesis
• Design an experiment
• Test hypothesis
• Accept or reject the hypothesis
• Draw conclusions and/or revise hypothesis
• Rinse and repeat…
22. What usually happens during a meeting…
1. Business question is
identified
2. Someone says, “We
should do a survey”
23. What usually happens during a meeting…
1. Business question is
identified
2. Someone says, “We
should do a survey”
3. Project owner is
assigned
24. What usually happens during a meeting…
1. Business question is
identified
2. Someone says, “We
should do a survey”
3. Project owner is
assigned
4. People start writing
survey questions
25. Now, what SHOULD happen after a meeting…
Observation Topic (business question) identified and study/survey discussed
Hypothesis Outline a draft of the “presentation” (e.g., blog post, research report,
memo, PowerPoint deck) and include hypotheses
Design Design a survey with questions that ONLY provides the data required to to
prove or disprove they hypotheses
Test Find respondents and field survey
Accept/Reje
ct
hypothesis
Review findings, update draft presentation and determine if additional
research is required
Revise/Acce
pt
hypothesis
Make an informed business decision
26. If you start with a hypothesis…
• Your survey projects
will be significantly
faster
27. If you start with a hypothesis…
• You will have powerful
data in your hands to
answer business
questions sooner
28. If you start with a hypothesis…
• You will have more
time to iterate and
refine your projects
29. If you start with a hypothesis…
• Your data analysis stage
will be simpler
- Succinct surveys = fewer
data points
- Questions designed with
analysis and presentation
in mind provide
immediate insights and
inherently more effective
question structures
30. If you start with a hypothesis…
• The post survey
presentation creation
stage will be lightning
fast since you’ve
already built your
framework
31. If you start with a hypothesis…
• You may be sought out by
colleagues and superiors who
want your assistance solving
challenging business problems
- Promotions, increased social
standing, fame and fortune have
been observed
- Disclaimer: Results may vary,
and SurveyMonkey does not
guarantee any of the above
results
33. Netflix
• In early 2013, Netflix debuted ‘House of Cards”
as a blockbuster original series
• How would subscribers react? Would it start a
new chapter in content creation and distribution?
• Our customer found out way before everyone
else
34. Observation & Hypothesis
• Observation
- House of Cards, and original content may be a big deal and no
one knows the impact yet
- An analysis of House of Cards viewer opinions could provide
very interesting, publishable research content
• Hypothesis
- People are consuming House of cards differently (binge
watching)
- Viewers appreciate this content and it will impact how they
value their Netflix subscription
35. Drafting our blog post/memo/research report
Netflix launched ‘House of Cards’. Netflix will provide metrics on viewership in
several months. In anticipation, we talked to [XXX] Netflix subscribers last week to
predict ‘House of Cards’ viewership and how important original content will be to
Netflix subscribers.
We found that [XXX] of Netflix customers surveyed had watched ‘House of
Cards’. Of those who had watched the show, viewers reported watching [XXX]
episodes on average.
How will this impact Netflix? [XXX] of the ‘House of Cards” viewers indicated that
original programming was [XXX] important as a subscription retention driver for
Netflix.
37. Hi,
we can help
with that…
Collecting respondents
38. SurveyMonkey Audience
• Millions of people ready to share
their opinions
• Recruited from SurveyMonkey
• Rewarded with charitable
donations
• Trustworthy opinions
• Dozens of targeting options
• Global respondents
44. Filling in the blanks
Netflix launched ‘House of Cards’. Netflix will provide
metrics on viewership in several months. In anticipation,
we talked to over 150 Netflix subscribers last week to
predict ‘House of Cards’ viewership and how important
original content will be to Netflix subscribers.
We found that 20% of Netflix customers surveyed had
watched ‘House of Cards’. Of those who had watched the
show, viewers reported watching nine episodes on
average.
How will this impact Netflix? 26% of the ‘House of Cards”
viewers indicated that original programming was extremely
or very important as a subscription retention driver for
Netflix.
45. Making better decisions
• Does this replace the need for a research
department? Or your research agency?
- No, but this process empowers everyone
• Test out concepts, campaigns, and use data to
make more decisions be great decisions
• At today’s speed of business, you can’t afford not
to incorporate data into your decision making
46. Top use cases for marketers
• Message testing
• Creative testing
• Product research
• Brand research
• Segmentation studies
• Persona development
• Competitive research
• Content generation
48. SurveyMonkey Audience example
• Key Objectives
• Understand the relevance of our product to a target
functional area
• Identify key customer segments to assist with our go
to market strategy for different products
• Create statistics we can use internally (product
research and executive education) and externally
(customer facing marketing and sales content)
49. Hypothesis 1
• Hypothesis: Access to targeted survey respondents is
important to professionals in Advertising/Marketing and
Public Relations functions
- Statistic: [X%] of professionals in
Advertising/Marketing and PR job functions find
access to targeted survey respondents to be
extremely or very important
50. Hypothesis 2
• Hypothesis: Senior and middle management
professionals are the target customer base for
SurveyMonkey Audience
- Statistic: [X%] of professionals are extremely or very
interested in purchasing targeted survey respondents
identified as senior and middle management, and
senior and middle management professionals
represented [Y%] of total respondents in our sample
51. Hypothesis 3
• Hypothesis: Concept assessment is the most popular
use case we can address for advertising/marketing and
PR professionals
- Statistic: The most popular use cases for the
respondents we sampled were [X, Y and Z].
Respondents also reported that [Q] studies were a
need for their business in addition to the study types
we provided
52. Live demo
• Walk through survey draft
• Input survey draft into SurveyMonkey
• Go through survey setup checklist
• Launch survey project
- Advertising/Marketing professionals (income $25k+)
• Review survey writing best practices
• Review results
- Fill in hypothesis data points
54. Survey best practices
● Great survey projects start with a hypothesis and then
great survey questions
● Check out our SurveyMonkey Audience Survey Writing
Guide to learn many of our best practices
● In this session we will cover:
● Providing examples (Page 4)
● Setting a time period (Page 4)
● Scales (Page 7)
● Ranges (Page 11)
55. Back to our demo...
• Walk through survey draft
• Input survey draft into SurveyMonkey
• Go through survey setup checklist
• Launch survey project
- Advertising/Marketing professionals (income $25k+)
• Review survey writing best practices
• Review results
- Fill in hypothesis data points
57. Test out the process (Part 1)
• What data holes do you need to fill in to help your
business?
• Exercise:
- Write out a hypothesis that includes no more
than 2 data points (which will be blank)
58. Test out the process (Part 2)
• Questions should fall out of the data points from
your conclusions
• Exercise:
- Write out questions (should be 4 questions or
fewer) that can help fill in the holes in your
hypothesis statements
60. Key takeaways
1. The secret to successful survey projects: it starts
with a hypothesis
2. Test, learn, repeat: incorporate data into your decision
process early and often
3. Customer/audience segmentation: deep knowledge
of your target market is one survey away
