Monica Barsetti Plaza & Jon Sadow

what’s next for Google Consumer Surveys

#next4gcs  

Google  Confidential  

looking back at where we’ve been

65% of research suppliers believe the “quality of online panel sample is worse than commonly acknowledged”

91% of research buyers place “highest data quality” at the top of the list of important attributes when selecting a Research Supplier

while…

Greenbook Research Industry Trends Report, Spring 2012

the worst kept secret

Google  Confidential  

   

Long questionnaires result in lower response rates.

Effects of Questionnaire length on Participation and Indicators of Response Quality in a web survey (Galesic, Bosnjak 2009)

Long questionnaires lead to reduced response quality and increased straightliners.

Effects of Questionnaire Length on Response Quality (Herzog, Bachman 1981)

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” ”

Matrices/grid formats introduce measurement error and are more difficult for respondents. “ ” Presentation of a Single Item Versus a Grid…

(Callegaro, Shand-Lubbers, Dennis 2009)

“focus on the user and all else will follow.”

“focus on the user and all else will follow.”

respondent!∧

_________!

our approach •  shorter surveys •  simpler formats •  character and response limits •  clear incentive •  privacy & anonymity

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? (Nielsen & RTI International, 2013)

“ ”

Perhaps it won’t be long before Google… is the most trusted name in polling.

Nate Silver, Election Polling Guru, 2012

“ ”

A Comparison of Results from Surveys by the Pew Research Center and Google Consumer Surveys (Pew Research Center, 2012)

[Across 48 questions] the median difference between results obtained from Pew Research surveys and using Google Consumer Surveys was 3 percentage points. “

”

275+ publishers hosting surveys

millions of respondents per month

hundreds of millions of answers to date

Google  Confidential  

what’s next for GCS

Google  Confidential  

too long bad data effective, but limiting

what we’ve learned

Google  Confidential  

the sweet spot

Google  Confidential  

why? smarter, modularized surveys

Google  Confidential  

why? smarter, modularized surveys

making a good thing even better •  rep. samples of real consumers •  demo + geo targeting •  custom screening •  automated analysis and insights •  user friendly survey creator •  complete raw data •  recurring surveys & timelines

but now, with full cross-tabs!

$1.10 - $3.50 per complete for up to 10 questions

features & services us them

analysis & visualization included

completed data sets included

programming included

incidence of 20-60% included

project support included

mobile targeting Included

TOTAL up to $3.50/complete price per complete + add-ons

what about the other costs?

features & services us (3-7 days)

them (8 days)

cost per complete $3.50 $3.00

analysis & visualization $0 $1,500

completed data sets $0 $500

programming $0 $625

incidence of 20-60% $0 $0*

project support $0 $0

TOTAL $1,750 $4,125

example: 10 questions, n=500

*Increased cost below 50% incidence

40% lower project cost on average

we have a solution. how do we go even bigger?

Google  Confidential  

1 billion Android devices

Google  Confidential  

57% of people now own a smartphone in the US

consumers are now spending nearly 40% of their internet time on mobile

average consumer spends 2 hours per day on mobile apps

where the people are

Source: KPCB Internet Trends - Mary Meeker, May 2013

going mobile

going mobile

•  downloadable application •  apps, books, music & movies

for free •  potential for 1B respondents •  same creation experience •  offline functionality •  compatibility across devices

a look into the future

21% 2013 smartphone global penetration

(expected)

1.5x global mobile traffic

growth y/y

Source: KPCB Internet Trends - Mary Meeker, May 2013

enhanced automation •  behavioral models •  read/write API •  advanced survey design •  cross-question insights •  interactive cross-tabs •  additional output formats •  language translation

get started today GCSprojects@google.com

Thank you!

mbarsetti@google.com jsadow@google.com

#next4gcs  g.co/consumersurveys