The Secret to Successful Survey Projects

Better Decision Making Fueled by Data American Marketing Association SEP 2013

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• VP, GM of SurveyMonkey Audience

• Five years @ the Monkey

@bchudoba brentchudoba.com

Hi, I’m Brent

Why do marketers LOVE survey data?

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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

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Let’s start with a survey

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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?

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Let’s see what marketers said…

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Your answers…

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And the live audience said…

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The challenges

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The challenges

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•  Sign off takes much longer than expected

The challenges

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•  Sign off takes much longer than expected

•  Projects can be costly

The challenges

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•  Sign off takes much longer than expected

•  Projects can be costly • Creating questions that

will produce reliable data is challenging

The challenges

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•  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)

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The Secret: Write your conclusions BEFORE you create your survey

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How can you write conclusions before you have data?

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BIAS

Step back

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Think about the scientific method

Confidential

Remember your 8th grade science fair?

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• 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…

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Now, what SHOULD happen after a meeting…

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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…

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• 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…

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Netflix

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•  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

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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

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1 2 3

Collecting respondents

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Hi, we can help with that…

SurveyMonkey Audience

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•  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

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Let’s revisit our draft…

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Filling in the blanks

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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

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• 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

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• Message testing • Creative testing •  Product research •  Brand research •  Segmentation studies •  Persona development • Competitive research • Content generation

Now you give it a try

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• 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

facebook.com/surveymonkey @surveymonkey

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Thank you!