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Investment Research - Yelp
 

Investment Research - Yelp

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SurveyMonkey Audience: an on-demand group of millions of survey respondents to take your surveys. Audience allows customers to target respondents on a wide variety of demographic and behavioral traits ...

SurveyMonkey Audience: an on-demand group of millions of survey respondents to take your surveys. Audience allows customers to target respondents on a wide variety of demographic and behavioral traits to get fast, high quality, cost effective data.

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    Investment Research - Yelp Investment Research - Yelp Document Transcript

    • Investment ResearchUnderstand usage of popular services and brandsand forecast trendsAn investor wanted to talk to consumers about an Internet company he was looking to invest in, Yelp (YELP), apopular website that allows users to read and write reviews for local businesses. He wanted to understand moreabout brand awareness and how satisfied consumers are with Yelp. He created a tracker survey so he couldfollow trends on Yelp (and its competitors) awareness, usage rates and satisfaction.Research Objectives ● Learn more about brand awareness ○ What is Yelp’s unaided brand awareness? ○ How many people have used Yelp in the past month? ● Understand Yelp user satisfaction ○ What do users like and dislike about Yelp? ● Track consumer usage of the Yelp mobile application ○ How many people are using the Yelp mobile application?Project Criteria ● 100 respondents ● Targeting: ○ U.S. Audience ○ Ages 18+ ○ Gender balanced (50% male / 50% female)
    • Key InsightsYelp is the most popular review siteWhen asked which sites they have used to read or write reviews on local business, over 30% of respondents hadused Yelp in the last 30 days.
    • Overall satisfaction is lowYelp still has some work to do to keep its users very to extremely satisfied. A little less than half (about 48%) werestill moderately to not at all satisfied with the site.
    • Mobile is popular amongst Yelp usersOf the Yelp users who own a smartphone, over half of them have the mobile application installed on their phones.Survey ExamplePAGE: DEMOGRAPHICS 1. How much income did all members of your household earn in 2011? a. Less than $20,000 b. $20,000 to $49,999 c. $50,000 to $99,999 d. $100,000 to $149,999 e. $150,000 or more f. Prefer not to disclosePAGE: UNAIDED BRAND AWARENESS 2. Which websites/mobile apps have you heard about that allow you to read and write reviews on local businesses (e.g., restaurants, hair salons, auto shops)? a. [open text]PAGE: AIDED BRAND AWARENESS 3. In the past 30 days, which of the following websites/mobile apps have you used that allow you to read and write reviews on local businesses (e.g., restaurants, hair salons, auto shops)? a. Yelp b. UrbanSpoon c. Insider Pages d. Citysearch
    • e. Zagat f. AroundMe g. Foursquare h. Yellow Pages i. None of the above j. Other (please specify)PAGE: YELP SCREENER 4. Have you heard of Yelp? a. Yes, and I have used it b. Yes, but I have never used it [skip to DISQUALIFY] c. No [skip to DISQUALIFY]PAGE: YELP USERS 4. What do you use Yelp for? (Select all that apply.) [randomize] a. Read reviews b. Write reviews c. Find restaurants d. Find local businesses (e.g., hair salons, dentists) e. Find events f. Other (please specify) 5. About how many times do you use Yelp in a typical month? a. 0 b. 1-2 c. 3-5 d. 6-10 e. More than 10 times 6. When searching for a local business (e.g., restaurant, florist, dentist), how often do you use Yelp? a. All the time b. Most of the time c. About half the time d. Some of the time e. None of the time 7. Overall, how satisfied are you with Yelp? a. Extremely satisfied b. Very satisfied c. Moderately satisfied d. Slightly satisfied e. Not at all satisfied 8. What do you like most about Yelp? a. [open text] 9. What do you dislike most about Yelp? a. [open text] 10. Do you have a smartphone (e.g., iPhone, Android, BlackBerry) or tablet computer (e.g., iPad, Kindle Fire)? a. Yes b. No [skip to END]PAGE: YELP MOBILE APP 10. Do you have the Yelp mobile application on your smartphone or tablet computer (e.g., iPad, Android tablet, Kindle)? a. Yes b. No [skip to END]PAGE: MOBILE APP USERS
    • 11. Do you use the Yelp app on your mobile device more, less, or about the same amount as you use the Yelp website on a desktop/laptop? a. Much more b. Moderately more c. Slightly more d. About the same amount e. Slightly less f. Moderately less g. Much lessView the SurveyMonkey SurveyYelp- SurveyMonkey Survey LinkSee the ResultsYelp- Shared ResultsLearn MoreTo receive a copy of this “Investment Research” survey template and any other SurveyMonkey Audience casestudy templates, contact audience@surveymonkey.com.For more information about SurveyMonkey Audience, visit our website: audience.surveymonkey.com