fast & easy research with google consumer surveys

Confidential & Proprietary

Fast & Easy Research withGoogle Consumer SurveysJan 2016


Traditional panel-based online research delivers more & more reduced data quality, poor respondent experience, and is:

Too slowDue to low response rates and limited sample, studies often take too long to be meaningful and actionable.

Not representativeAccording to 2013 GRIT report, 58% of suppliers admit that online panel quality is worse than commonly acknowledged.4

Too longStudies have found that long questionnaires result in lower response rates1 and reduced response quality.2

Overly complexComplex formats such as grids and matrices introduce measurement error and are more difficult for respondents.3

Researchers should not let their desire to ask more questions lead them down a path to biased data.

1. Effects of Questionnaire length on Participation and Indicators of Response Quality in a web survey (Galesic, Bosnjak 2009); 2. Presentation of a Single Item Versus a Grid… (Callegaro, Shand-Lubbers, Dennis 2009); 3. Effects of Questionnaire Length on Response Quality(Herzog, Bachman 1981); 4. Greenbook Research Industry Trends Report, 2013.

Why has Google entered to research/sample business now?

“Study shows impact of online survey length on research findings” (Hogg & Miller, Quirks, 2003)

Data-driven decisions


Our approach to research includes:

Respondent-friendly surveysUp to 10 questions per survey

Clear incentiveInstant access to online content or credits for mobile content

Simpler question formatsEasy-to-answer multiple choice, rating and open-text formats

Cross-platform optimizationSurveys are compatible with desktop and mobile

Representative sample and accurate dataOur data quality has been validated by multiple sources*

* Visit g.co/consumersurveys to access our whitepaper and third party validation results

Our focus on optimizing the respondent experience leads to better data quality

The [Google] surveywall approach resulted in more accurate estimates on the whole than other traditional online, panel-based survey platforms…Surveywalls: A Breakthrough for Survey Customers or DIY Run Amok? (Murphy & Wells, 2013)

Data-driven decisions


Def.: Google Consumer Surveys (GCS) is an online research platform that allows users to survey a representative sample of their target population across the web and on mobile devices.

GCS automatically fields to consumers via publisher “surveywalls” (and Google Opinion Rewards app in selected markets)

Receive initial results in hours, complete results in just a few days via interactive online interface

Use online GCS survey creator to design and launch surveys in minutes

What is Google Consumer Surveys?


A look at our content-based incentive model...

“Surveywall” on partner site Google Opinion Rewards app

Millions of respondents complete surveys on partner site or in app to...

… earn access to site content ...

… or credit to the Google Play store.


USA

CA

MX

BR

AUS

JP

UKNLITDEFRES

Countries

Countries already launched


On Google Opinion Rewards only (in US, CA, MX, BR, UK, DE, NL, IT, AUS, JP):

Custom Panels

Video Surveys

Occupation Targeting (in English speaking markets only)

GEOfencing

On both Google Opinion Rewards & Publisher Network:

Postcode Targeting

On Publisher Network only (in US, CA, MX, BR, UK, DE, ES, FR, AUS, JP): Cookie List Retargeting

Premium Functionalities


Remarketing/Working with Cookie Lists in Detail*

How it works: Remarketing helps you reach people who have visited your website, clicked, or viewed your ads. To set up remarketing, you'll need to add the remarketing tag to your website or ads, create remarketing lists, which are then used to target GCS survey participants.

Ideas:○ Visitors of your website / a specific page on your website○ Visitors of a page who did not visit another page○ Visitors of a page who also visited another page○ Visitors of your website / a specific page during specific dates○ People who viewed your true-view campaign on YouTube○ People who clicked on your AdWords○ People who clicked on your banner/display campaign○ etc.

*available in US, CAN, BR, MX, UK, DE, FR, ES, JP, AUS


GEOfencing in Detail*

● Geo-fenced surveys are surveys that are triggered based on a user’s location history. When someone purchases an Android device they have to decide to enable or disable location reporting. Typically, because location reporting is useful for Google Maps and Google Now, a user will enable its use. Once enabled the phone will periodically report your location back to Google. Google stores a history of these location reports that can be used by various products to improve the experience.

● Google Consumer Surveys uses this location database to understand which of our Google Opinion Rewards users has been to predefined locations. Right now we are limited to the top 300 advertisers by number of physical store locations.

*available in US, CAN, BR, MX, UK, DE, NL, IT, JP, AUS


GEO Focus Use Case

Outdoor Advertising /Sponsorship (Stadiums etc.) Effectiveness

→ specific locations of stadiums, train stations, bus stops, outdoor ad posters etc.

· Example: Mars running a big outdoor advertising campaign and want to check effectiveness across specific list of locations where posters are displayed (Survey people who walk past)


Creative and messaging pre-testing

General Market Understanding

Media Consumption Understanding in the Brand Context

Satisfaction & Loyalty

(Digital) Device Usage in the Brand Context

Digital Consumer Behaviour in the Brand/Category Context

Campaign Effective-ness Testing

...and many many more...

Other Google Consumer Surveys Use Cases

Brand Trackers

Segmentation Deep-Dives

Packaging & POS testing


Pricing

Survey Type 1 Question/ Survey 2-10 Questions / Survey

General Internet Population, No Screener $0.10 $1.00

Age/Gender/Region Targeting, No Screener $0.15 $1.50

Audience Panels, No Screener $0.30 $3.00

Survey with Screening Question(s) Based on Incidence test (Min $3.00)

Custom Panels, no other Screener $0.30 $3.00

Postcode Targeting $0.60 $6.00

Remarketing, Mobile Location Targeting $1.00 $10.00

Cost ($USD) per complete, excludes any applicable discounts

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fast & easy research with google consumer surveys

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