the secret to a successful survey project: american marketing association conference
DESCRIPTION
Vice President & General Manager of SurveyMonkey Audience, Brent Chudoba, shares his insights on how to make better decisions fueled by data.TRANSCRIPT
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 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.
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 produce reliable data is challenging
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
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
Confidential
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
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 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
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!
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 react? Would it start a new chapter in content creation and distribution?
• Our customer found out way before everyone else
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.
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 charitable donations
• Trustworthy opinions • Dozens of targeting options • Global respondents
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. 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.
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
Top use cases for marketers
36
• Message testing • Creative testing • Product research • Brand research • Segmentation studies • Persona development • Competitive research • Content generation
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:
[email protected] audience.surveymonkey.com
facebook.com/surveymonkey @surveymonkey
38
Thank you!