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What's Next For Google Consumer Surveys

What's Next For Google Consumer Surveys






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    What's Next For Google Consumer Surveys What's Next For Google Consumer Surveys Presentation Transcript

    • 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
    • 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