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

1. Concept Testing Using Research
Eli Schwartz
NUS Enterprise Kopi Chat 14, October 2015

2. The Biggest Brands Get Answers With SurveyMonkey

3. We Have 20+ Million Registered Users of All Types
99%of the Fortune 500

4. Make Business Decisions with Data Not Assumptions

5. Meet Alexander Graham Bell

6. Just months after inventing the telephone, he
sought a quick exit for his startup

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. For a mere $100k, this could have been Western Union

9. Let’s try to replicate
this decision

10. Imagine you are the
CEO of Nokia and
are offered the
patent for a new
mobile operating
system

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. Raise your hands if you would invest

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. Calculate the Ideal Sample Size for Your Survey

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. Learn More About Your Customers
GenderAge LanguagesEmployment
Status
ExerciseInternet Usage Marital Status
GamingHousehold
Income
LocationEthnicity EducationIndustry Devices

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. • 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. People don’t want to send surveys but here are tips on where to get survey respondents
Get Survey Respondents

20. So, Should Nokia Invest?

21. Any questions?
elis@surveymonkey.com
Add me on LinkedIn
Twitter: @5le

22. The Future of Work.
22

23. THE REGUS STORY
Regus today 3000
locations
900
cities
120
countries
Singapore

24. THE REGUS STORY
Who we serve

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. THE FUTURE OF WORK
A changing world

27. “
”
THE NOTION OF
HAVING TO WORK
9-5 AND COMMUTING
TO AN OFFICE
IS DEADFORBES MAGAZINE

29. Flexible
working
Technology
THE FUTURE OF WORK
Long-term trends

30. THE FUTURE OF WORK
Technology

31. * IDC
By 2015, the number of
mobile workers will reach 1.3
billion, or 37.2% of the
world’s total workforce
*

32. of workers already have the right
technology to work anywhere *
* Regus Great Big Survey, 2012

33. THE FUTURE OF WORK
Where people work

34. Flexible
working
Technology
THE FUTURE OF WORK
Long-term trends
People

35. THE FUTURE OF WORK
People

36. * 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*

37. Flexible
working
Technology
THE FUTURE OF WORK
Long-term trends
People
Costs

38. * Unwired

39. of desks are empty
at any one point in time *
Over
* Regus Great Big Survey, 2012

40. Flexible
working
Technology
THE FUTURE OF WORK
Long-term trends
People
CostsSustainability

41. THE FUTURE OF WORK
People work everywhere
Business Hubs
Universities
Hotels
Airports
City Centre
Community Centres
Homeworkers
MRT Stations
Retail
Service Stations

42. * Regus Business Confidence Index
of senior executives and business
owners said flexible working
increases productivity
*

43. The Future of Work
Regus Express

44. Flexible
working
Technology
THE FUTURE OF WORK
Long-term trends
People
CostsSustainability
Management
style

45. THE FUTURE OF WORK
Management style

47. Thank you!

48. Leong Chee Tung
Director
Southeast Asia
Cheetung_leong@gallup.com
7 MATTERS THAT MATTER IN MARKET-
BEATING RESEARCH

49. 49
A TALE OF TWO MEN
Alf Landon
Franklin Roosevelt
1935-6
VS

50. 7. Methodology Matters:
- Beware & control for biases

51. 6. Seasonality Matters:
- Randomise over several time
periods

52. 5. Sample Matters:
- Be careful with sampling
frame and weights

53. 4. Questions Matter:
- Aim for a sorting effect

54. 3. Order of Questions
Matters:
- Observe carefully and
randomise

55. 2. Actionability Matters:
- Never ask for asking’s sake

56. 1. Other Methods Matter:
- Make survey research part of
your arsenal of tools

57. 7 MATTERS THAT MATTER IN MARKET-
BEATING RESEARCH
Leong Chee Tung
Director
Southeast Asia
Cheetung_leong@gallup.com