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NUS Enterprise - Kopi Chat - Product Research - SurveyMonkey

Slides presented by SurveyMonkey, Regus and Gallup on doing concept test and product market fit research. NUS Enterprise - Singapore Kopi Chat 14th of October 2015

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NUS Enterprise - Kopi Chat - Product Research - SurveyMonkey

  1. 1. Concept Testing Using Research Eli Schwartz NUS Enterprise Kopi Chat 14, October 2015
  2. 2. The Biggest Brands Get Answers With SurveyMonkey
  3. 3. We Have 20+ Million Registered Users of All Types 99%of the Fortune 500
  4. 4. Make Business Decisions with Data Not Assumptions
  5. 5. Meet Alexander Graham Bell
  6. 6. Just months after inventing the telephone, he sought a quick exit for his startup
  7. 7. Source: http://on.recode.net/19KT8we The Western Union committee decided: “Bell wants to install a “telephone device” in every city. The idea is idiotic on the face of it. Furthermore, why would any person want to use this ungainly and impractical device when he can send a messenger to the telegraph office and have a clear written message sent to any large city in the United States? ”
  8. 8. For a mere $100k, this could have been Western Union
  9. 9. Let’s try to replicate this decision
  10. 10. Imagine you are the CEO of Nokia and are offered the patent for a new mobile operating system
  11. 11. Imagine you are the CEO of Nokia and are offered the patent for a new mobile operating system That is placed in a human eye
  12. 12. Raise your hands if you would invest
  13. 13. Use Online Tools to Collect Data Interviews/Paper Surveys Time Consuming Not Scalable Expensive Google Forms Limited Question Types Limited Analysis Advanced Question Types Advanced Analytics
  14. 14. Calculate the Ideal Sample Size for Your Survey
  15. 15. Automatically see whether significant differences exist in your results Understand the Statistical Significance of Your Results What is statistical significance? A statistical formula that tells you whether one group’s answers are substantially different from another. It can be more important than sample size.
  16. 16. Learn More About Your Customers GenderAge LanguagesEmployment Status ExerciseInternet Usage Marital Status GamingHousehold Income LocationEthnicity EducationIndustry Devices
  17. 17. Test your concepts and get results in less than 7 days Test Creative Concepts Attributed Tested n=423 n=423 n=423 Purchase Intent 9 % 9% 12% Appeal 15% 17% 20% Uniqueness 13% 17% (A) 30% (AB) Relevance 15% 13% 17% Average Score % Ranked #1 13% 33% 14% 28% 20% 39% A B CSurvey Results as of: March 17, 2015
  18. 18. • Editorial staff had five different layouts featuring actress Kaley Cuoco • Surveyed women’s magazine readers using Audience • Selected “Cover 1” for the May 2014 issue Effective Cover Testing Cosmopolitan
  19. 19. People don’t want to send surveys but here are tips on where to get survey respondents Get Survey Respondents
  20. 20. So, Should Nokia Invest?
  21. 21. Any questions? elis@surveymonkey.com Add me on LinkedIn Twitter: @5le
  22. 22. The Future of Work. 22
  23. 23. THE REGUS STORY Regus today 3000 locations 900 cities 120 countries Singapore
  24. 24. THE REGUS STORY Who we serve
  25. 25. THE REGUS STORY How we serve them Office space Available for days, months or years 1 Businessworld Access to business lounges in 600 cities 2 Meeting rooms Professional places to meet clients 3 Videocommunication Helping reduce business travel costs 4 Virtual offices Big business image, without the cost 5 Workplace recovery IT disaster recovery, online data backup & business continuity 6
  26. 26. THE FUTURE OF WORK A changing world
  27. 27. “ ” THE NOTION OF HAVING TO WORK 9-5 AND COMMUTING TO AN OFFICE IS DEADFORBES MAGAZINE
  28. 28. Flexible working Technology THE FUTURE OF WORK Long-term trends
  29. 29. THE FUTURE OF WORK Technology
  30. 30. * IDC By 2015, the number of mobile workers will reach 1.3 billion, or 37.2% of the world’s total workforce *
  31. 31. of workers already have the right technology to work anywhere * * Regus Great Big Survey, 2012
  32. 32. THE FUTURE OF WORK Where people work
  33. 33. Flexible working Technology THE FUTURE OF WORK Long-term trends People
  34. 34. THE FUTURE OF WORK People
  35. 35. * Regus Survey, 2014 67%of Singaporean businesses indicated that returning mums can add value to their firm's operations* 58%of respondents found that more women were demanding to work flexibly when they were returning to the workforce* 43%said working closer to home was a key incentive*
  36. 36. Flexible working Technology THE FUTURE OF WORK Long-term trends People Costs
  37. 37. * Unwired
  38. 38. of desks are empty at any one point in time * Over * Regus Great Big Survey, 2012
  39. 39. Flexible working Technology THE FUTURE OF WORK Long-term trends People CostsSustainability
  40. 40. THE FUTURE OF WORK People work everywhere Business Hubs Universities Hotels Airports City Centre Community Centres Homeworkers MRT Stations Retail Service Stations
  41. 41. * Regus Business Confidence Index of senior executives and business owners said flexible working increases productivity *
  42. 42. The Future of Work Regus Express
  43. 43. Flexible working Technology THE FUTURE OF WORK Long-term trends People CostsSustainability Management style
  44. 44. THE FUTURE OF WORK Management style
  45. 45. Thank you!
  46. 46. Leong Chee Tung Director Southeast Asia Cheetung_leong@gallup.com 7 MATTERS THAT MATTER IN MARKET- BEATING RESEARCH
  47. 47. 49 A TALE OF TWO MEN Alf Landon Franklin Roosevelt 1935-6 VS
  48. 48. 7. Methodology Matters: - Beware & control for biases
  49. 49. 6. Seasonality Matters: - Randomise over several time periods
  50. 50. 5. Sample Matters: - Be careful with sampling frame and weights
  51. 51. 4. Questions Matter: - Aim for a sorting effect
  52. 52. 3. Order of Questions Matters: - Observe carefully and randomise
  53. 53. 2. Actionability Matters: - Never ask for asking’s sake
  54. 54. 1. Other Methods Matter: - Make survey research part of your arsenal of tools
  55. 55. 7 MATTERS THAT MATTER IN MARKET- BEATING RESEARCH Leong Chee Tung Director Southeast Asia Cheetung_leong@gallup.com

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  • GayeBayat

    Dec. 17, 2015

Slides presented by SurveyMonkey, Regus and Gallup on doing concept test and product market fit research. NUS Enterprise - Singapore Kopi Chat 14th of October 2015

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