Inside Google’s New Survey Offering
From Francoise Brougher:
From international brands to local food trucks, every business wants to make important decisions with their customers’ feedback in mind. Which version of your new logo will people like better? How much interest do dog owners have in organic…
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From international brands to local food trucks, every business wants to make important decisions with their customers’ feedback in mind. Which version of your new logo will people like better? How much interest do dog owners have in organic dog food? Is your brand awareness growing over time? To answer such burning questions, Google has launched a new tool called Google Consumer Surveys.
How It Works
The obvious first step here is to go to Google Consumer Surveys and create your own custom survey with questions that address whatever it is you need to know. For example, bag maker Timbuk2 created a survey to gauge its brand awareness as well as have respondents rank the importance of various features (machine washable, removable changing pad, bottle pockets, stroller straps, etc.).
“The data from Google Consumer Surveys confirms that we made the right feature tradeoffs like including bottle compartments but not worrying about stroller straps,” says Lizzy Fallows, Timbuk2’s brand experience manager.
Once a survey is composed, it is pushed out to partner content sites such as Limaohio.com and Adweek.com. Once users fill out the survey, Google puts the results into a report with analysis.
How Users Access Surveys
People browsing the Web come across your questions when accessing premium content such as news stories, articles or videos. Answering a survey question gives them near-instant access to the content they want. This provides an alternative to the traditional pay-wall model: Site visitors don’t have to pull out a wallet or sign in to a subscription-based site. The publisher gets paid per response, and the cost to the company that created the survey is 10 cents per response for the general public and 50 cents per response for a targeted demographic group.
Other companies to use the technology include King Arthur baking products, Lucky Brand Jeans and Reorient health beverages.
Photo credit: Google Consumer Surveys