The Secret
to Successful Survey Projects
Better Decision Making Fueled by Data
American Marketing Association
SEP 2013
2
• VP, GM of SurveyMonkey
Audience
• Five years @ the Monkey
@bchudoba
brentchudoba.com
Hi,
I’m Brent
Why do marketers LOVE survey data?
3
To try and
understand the
public's way of
thinking.
Often proves a
point or opens
up ...
Our mission is to help people make
better decisions
4
Let’s start with a survey
5
GO TO
OR TEXT the word:
AUDIENCE to 41411
www.surveymonkey.com/s/AMAconference
Question:
What is the most challenging aspect
of running a survey project?
6
Let’s see what marketers said…
7
Your answers…
8
And the live audience said…
9
The challenges
10
The challenges
11
• Sign off takes much
longer than expected
The challenges
12
• Sign off takes much
longer than expected
• Projects can be costly
The challenges
13
• Sign off takes much
longer than expected
• Projects can be costly
• Creating questions that
will produ...
The challenges
14
• Sign off takes much
longer than expected
• Projects can be costly
• Creating questions that
will produ...
The Secret
(Disclaimer)
15
The Secret:
Write your conclusions BEFORE you
create your survey
16
How can you write conclusions before you have data?
17
BIAS
Step back
18
Think about the scientific
method
Remember your 8th grade science fair?
19
• Make an observation
• Propose a hypothesis
• Design an experiment
• Test
• Acce...
What usually happens after a meeting…
20
Now, what SHOULD happen after a meeting…
21
Observation Identified a trend for study
Hypothesis Draft your final presentat...
If you try this…
22
• Your project timing/cycle will be much faster
• You will have time to do follow up projects
- Or mak...
Let’s give it a try…
23
Netflix
24
• In early 2013, Netflix debuted ‘House of Cards”
as a blockbuster original series
• How would subscribers reac...
Drafting our blog post/memo/research report
25
Netflix launched ‘House of Cards’. Netflix will provide metrics on
viewersh...
The questions
26
1
2
3
Collecting respondents
27
Hi,
we can help
with that…
SurveyMonkey Audience
28
• Millions of people ready to
share their opinions
• Recruited from
SurveyMonkey
• Rewarded with ...
Example Audience project summary
29
30
1
31
2
32
3
Let’s revisit our draft…
33
Filling in the blanks
34
Netflix launched ‘House of Cards’. Netflix will provide
metrics on viewership in several months. ...
Making better decisions
35
• Does this replace the need for your research
department? Or for your research agency?
- No, b...
Top use cases for marketers
36
• Message testing
• Creative testing
• Product research
• Brand research
• Segmentation stu...
Now you give it a try
37
• Pay only for the survey respondents
• We do the rest
- We’ll help you create an amazing survey ...
facebook.com/surveymonkey
@surveymonkey
38
Thank
you!
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American Marketing Association (AMA) Presentation (09-13)

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Presented at the 2013 American Marketing Association (AMA) Annual Marketing Conference on 9/11/13 in New Orleans, LA

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American Marketing Association (AMA) Presentation (09-13)

  1. 1. The Secret to Successful Survey Projects Better Decision Making Fueled by Data American Marketing Association SEP 2013
  2. 2. 2 • VP, GM of SurveyMonkey Audience • Five years @ the Monkey @bchudoba brentchudoba.com Hi, I’m Brent
  3. 3. Why do marketers LOVE survey data? 3 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. Concrete data to tell us how our consumers think/feel 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. 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.
  4. 4. Our mission is to help people make better decisions 4
  5. 5. Let’s start with a survey 5 GO TO OR TEXT the word: AUDIENCE to 41411 www.surveymonkey.com/s/AMAconference
  6. 6. Question: What is the most challenging aspect of running a survey project? 6
  7. 7. Let’s see what marketers said… 7
  8. 8. Your answers… 8
  9. 9. And the live audience said… 9
  10. 10. The challenges 10
  11. 11. The challenges 11 • Sign off takes much longer than expected
  12. 12. The challenges 12 • Sign off takes much longer than expected • Projects can be costly
  13. 13. The challenges 13 • Sign off takes much longer than expected • Projects can be costly • Creating questions that will produce reliable data is challenging
  14. 14. The challenges 14 • 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
  15. 15. The Secret (Disclaimer) 15
  16. 16. The Secret: Write your conclusions BEFORE you create your survey 16
  17. 17. How can you write conclusions before you have data? 17 BIAS
  18. 18. Step back 18 Think about the scientific method
  19. 19. Remember your 8th grade science fair? 19 • Make an observation • Propose a hypothesis • Design an experiment • Test • Accept or reject the hypothesis • Revise hypothesis or draw conclusions
  20. 20. What usually happens after a meeting… 20
  21. 21. Now, what SHOULD happen after a meeting… 21 Observation Identified a trend for study Hypothesis Draft your final presentation: blog post, research report, memo, ppt Design Design a survey that provides the data you need & ONLY the data you need Test Deploy survey Accept/Reject hypothesis Insert findings into draft presentation Revise/Accept hypothesis Make business decision
  22. 22. If you try this… 22 • Your project timing/cycle will be much faster • You will have time to do follow up projects - Or make survey tweaks after you capture initial data • The hard part of your conclusion/presentation stage is done by the time you start to analyzing • Analysis will be fast - Short surveys = fewer data points - And, well structured questions!
  23. 23. Let’s give it a try… 23
  24. 24. Netflix 24 • 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
  25. 25. Drafting our blog post/memo/research report 25 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.
  26. 26. The questions 26 1 2 3
  27. 27. Collecting respondents 27 Hi, we can help with that…
  28. 28. SurveyMonkey Audience 28 • Millions of people ready to share their opinions • Recruited from SurveyMonkey • Rewarded with charitable donations • Trustworthy opinions • Dozens of targeting options • Global respondents
  29. 29. Example Audience project summary 29
  30. 30. 30 1
  31. 31. 31 2
  32. 32. 32 3
  33. 33. Let’s revisit our draft… 33
  34. 34. Filling in the blanks 34 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.
  35. 35. Making better decisions 35 • Does this replace the need for your research department? Or for 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
  36. 36. Top use cases for marketers 36 • Message testing • Creative testing • Product research • Brand research • Segmentation studies • Persona development • Competitive research • Content generation
  37. 37. Now you give it a try 37 • Pay only for the survey respondents • We do the rest - We’ll help you create an amazing survey for free ($999 value) Email: Visit: AMA@surveymonkey.com audience.surveymonkey.com *Conditions: Offer expires on October 30, 2013. You, or someone at your company, must have been an attendee at the AMA New Orleans 2013 Convention. Limit of 1 discount per customer. Survey Respondent purchase minimum of $1,500 to qualify for the discount. You must apply for the offer by emailing ama@surveymonkey.com and mentioning this offer.
  38. 38. facebook.com/surveymonkey @surveymonkey 38 Thank you!

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