democratization of research
TRANSCRIPT
Live Tweet #MAMRA2015
Democratization of
Research Chuck Brinker
Director of Program Design at SurveyMonkey
Democratization of Research
My path…
Client Marketer Agency Planner Agency
Researcher
My path…
Solutions Designer
Launched
Audience Zoomerang
& Zoompanel created in this
apartment
Moved to
Palo Alto and
hired new team
for growth
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2001 2000 1999
Profitable
from day one
Nu
mb
er
of
su
rve
ys
co
mp
lete
d
Moved to
Portland and
hired first
employee
2013
43,000,000+
2012 2014 2015
Launched
SurveyMonkey
Enterprise
Fluidwar
e
Wufoo
SurveyMonkey’s path An unconventional road to Silicon Valley
Our discussion today
How has it changed the
research “product”? How has it
changed the
industry? What caused the
democratization of
research?
How has it
changed the
researcher’s role? Has research been
democratized?
How has it
changed the
research org?
Already democratized?
YES
What caused it?
Technology Access
“Sexy stuff sometimes
happens when you
make mundane things
easy and accessible.”
-Mikkel Svane, Zendesk
Industry change?
A mix of new and old…
But if we really need validation…
Explicit Data
Implicit Data
The offering is changing
Piles of data
Point-in-time
Long timelines
Black box analysis
Rigid tools
Extremely expensive
Business-critical data
Longitudinal
Quick-turn
Value-based analysis
Dynamic tools
Cost effective
More data,
more dilution Correlate to
other data sets
Implement
insights faster
But clients will need to adapt too
Early and often allows for optimization of dollars
Test
Test
Test Test
Test Test
Learn
Learn
Learn Learn Learn
Learn
Refine
Refine Refine Refine Refine Refine
Org change?
Data Business
We are always here to help
Core Data Services Platform
SurveyMonkey by the numbers
Users create surveys
Users send surveys to their respondents
Respondents take surveys
When they finish, they can sign up to take more
They join Contribute, our member site
They receive invites to take more surveys
They earn donations for our charity partners
For our great partner organizations
Who earn meaningful contributions
We recruited 5M+ people to take surveys and we’ve profiled them on hundreds of different demographic and behavioral
attributes so you can target the audience you need
Research change?
Create
Choose
Collect
Analyze
Automate
Role change?
Finance Ops/G&A
Data
Processing
Sales
Mar/Com
Research org
Quant Qual
Client
G&A
Sales/
Sales Ops
Mar/Com
Research org
AM Sales
Client Engineering
Product
Management
Biz Dev/
Corp Dev
Research
Expert
