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...
 	
  
Long questionnaires result in lower
response rates.
Effects of Questionnaire length on Participation and Indicators
o...
“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 & anonym...
The [Google] surveywall approach resulted
in more accurate estimates on the
whole than other traditional online,
panel-bas...
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...
$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 ...
features & services us
(3-7 days)
them
(8 days)
cost per complete $3.50 $3.00
analysis & visualization $0 $1,500
completed...
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 inter...
going mobile
going mobile
•  downloadable application
•  apps, books, music & movies
for free
•  potential for 1B respondents
•  same c...
a look into
the future
21%2013 smartphone
global penetration
(expected)
1.5xglobal mobile traffic
growth y/y
Source: KPCB Internet Trends - Mary Me...
enhanced automation
•  behavioral models
•  read/write API
•  advanced survey design
•  cross-question insights
•  interac...
get started today
GCSprojects@google.com
Thank you!
mbarsetti@google.com
jsadow@google.com
#next4gcs	
  
g.co/consumersurveys	
  
What's Next For Google Consumer Surveys
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What's Next For Google Consumer Surveys

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What's Next For Google Consumer Surveys

  1. 1. Monica Barsetti Plaza & Jon Sadow what’s next for Google Consumer Surveys #next4gcs  
  2. 2. Google  Confidential   looking back at where we’ve been
  3. 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. 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. 5. “focus on the user and all else will follow.”
  6. 6. “focus on the user and all else will follow.” respondent! ∧ _________!
  7. 7. our approach •  shorter surveys •  simpler formats •  character and response limits •  clear incentive •  privacy & anonymity
  8. 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.“
  9. 9. 275+ publishers hosting surveys
  10. 10. millions of respondents per month
  11. 11. hundreds of millions of answers to date
  12. 12. Google  Confidential   what’s next for GCS
  13. 13. Google  Confidential   too long bad data effective, but limiting what we’ve learned
  14. 14. Google  Confidential   the sweet spot
  15. 15. Google  Confidential   why? smarter, modularized surveys
  16. 16. Google  Confidential   why? smarter, modularized surveys
  17. 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. 18. $1.10 - $3.50 per complete for up to 10 questions
  19. 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. 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. 21. 40% lower project cost on average
  22. 22. we have a solution. how do we go even bigger?
  23. 23. Google  Confidential   1 billion Android devices
  24. 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
  25. 25. going mobile
  26. 26. going mobile •  downloadable application •  apps, books, music & movies for free •  potential for 1B respondents •  same creation experience •  offline functionality •  compatibility across devices
  27. 27. a look into the future
  28. 28. 21%2013 smartphone global penetration (expected) 1.5xglobal mobile traffic growth y/y Source: KPCB Internet Trends - Mary Meeker, May 2013
  29. 29. enhanced automation •  behavioral models •  read/write API •  advanced survey design •  cross-question insights •  interactive cross-tabs •  additional output formats •  language translation
  30. 30. get started today GCSprojects@google.com
  31. 31. Thank you! mbarsetti@google.com jsadow@google.com #next4gcs   g.co/consumersurveys  
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