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The Secret
to Successful Survey Projects
Better Decision Making Fueled by Data
AMA Iowa
NOV 2013
Hi,
I’m Brent

•  VP, GM of SurveyMonkey
Audience
•  @SurveyMonkey since Apr. ’09

@bchudoba
brentchudoba.com
in/brentchudoba
2
Why do marketers LOVE survey data?
It’s fact. You can
make decisions

Often proves a
point or opens
up a new market

Lets us know what the
customer wants, otherwise
we are making decisions
based off of stereotypes,
gut reactions, or the past

To try and
understand the
public's way of
thinking

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 love the research
and statistics that
come out of surveys

3

Concrete data to
tell us how our
consumers think/
feel

Able to quickly provide
feedback to industry
decision makers to
demonstrate we stay
informed and keep them
informed

I like statistics and
analytics so when I
see numbers, it
helps me to make,
what I think, are
better informed
decisions
SurveyMonkey mission:
Help people make better decisions

4
So let’s talk about how we can help

5
Question:
What is the most challenging aspect
of running a survey project?

6
Let’s see what marketers said…

7
The challenges

8
The challenges
•  Sign off takes much
longer than expected

9
The challenges
•  Sign off takes much
longer than expected
•  Projects can be costly

10
The challenges
•  Sign off takes much
longer than expected
•  Projects can be costly
•  Creating questions that
will produce reliable data
is challenging

11
The challenges
•  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
12
The Secret

13
The Secret:
Write your conclusions BEFORE you
create your survey

14
Write your conclusions rst?"
•  How do you write a
conclusion without any
data?"

15"
Write your conclusions first?
•  How do you write a
conclusion without any
data?
•  Couldn’t writing
conclusions before
questions create bias?

16
A survey is a research project
Think back to the the
“scientific method”

17
Scientific method
•  Make an observation
•  Propose a hypothesis
•  Design an experiment
•  Test hypothesis
•  Accept or reject the hypothesis
•  Draw conclusions and/or revise hypothesis
•  Rinse and repeat…
18
What usually happens during a meeting…
1.  Business question is
identied"

19
What usually happens during a meeting…
1.  Business question is
identied"
2.  Someone says, “We
should do a survey”"

20
What usually happens during a meeting…
1.  Business question is
identied"
2.  Someone says, “We
should do a survey”"
3.  Project owner is
assigned"

21
What usually happens during a meeting…
1.  Business question is
identied"
2.  Someone says, “We
should do a survey”"
3.  Project owner is
assigned"
4.  People start writing
survey questions"
22
Now, what SHOULD happen after a meeting…
Observation

Identified a trend for study

Hypothesis

Outline a draft of the “presentation” (e.g., blog post, research report,
memo, PowerPoint deck) and include hypotheses

Design

Design a survey with questions that ONLY provides the data required to to
prove or disprove they hypotheses

Test

Find respondents and field survey

Accept/
Reject
hypothesis

Review findings, update draft presentation and determine if additional research
is required

Revise/
Accept
hypothesis

Make an informed business decision

23
If you start with a hypothesis…
•  Your survey projects
will be significantly
faster

24
If you start with a hypothesis…
•  You will have powerful
data in your hands to
answer business
questions sooner

25
If you start with a hypothesis…
•  You will have more
time to iterate and
refine your projects

26
If you start with a hypothesis…
•  Your data analysis stage
will be simpler
-  Succinct surveys = fewer
data points
-  Questions designed with
analysis and presentation
in mind provide
immediate insights and
inherently more effective
question structures
27
If you start with a hypothesis…
•  The post survey
presentation creation
stage will be lightning
fast since you’ve
already built your
framework

28
If you start with a hypothesis…
•  You may be sought out by
colleagues and superiors who
want your assistance solving
challenging business problems
-  Promotions, increased social
standing, fame and fortune have
been observed
-  Disclaimer: Results may vary,
and SurveyMonkey does not
guarantee any of the above
results

29
Let’s give it a try…

30
Netflix
•  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

31
Observation & Hypothesis
•  Observation
-  House of Cards, and original content may be a big deal and no
one knows the impact yet
-  An analysis of House of Cards viewer opinions could provide
very interesting, publishable research content

•  Hypothesis
-  People are consuming House of cards differently (binge
watching)
-  Viewers appreciate this content and it will impact how they
value their Netflix subscription
32
Drafting our blog post/memo/research report
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.
33
The questions

1
2
3
34
Hi,
we can help
with that…

Collecting respondents

35
SurveyMonkey Audience
•  Millions of people ready to share
their opinions
•  Recruited from SurveyMonkey
•  Rewarded with charitable
donations
•  Trustworthy opinions
•  Dozens of targeting options
•  Global respondents
36
Example Audience project summary

37
1

38
2

39
3

40
Let’s revisit our draft…

41
Filling in the blanks
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.
42
Making better decisions
•  Does this replace the need for a research
department? Or 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
43
Top use cases for marketers
•  Message testing
•  Creative testing
•  Product research
•  Brand research
•  Segmentation studies
•  Persona development
•  Competitive research
•  Content generation
44
Give it a try
•  Pay only for the survey respondents
•  We do the rest
-  We’ll help you create an amazing survey for free ($999
value)

Email: AMA@surveymonkey.com
Visit: audience.surveymonkey.com
*Conditions: Offer expires on December 31, 2013. Offer available to customers who reference the AMA Iowa presentation.
Limit of 1 discount per customer. Survey respondent purchase minimum of $1,500 to qualify for the discount. You must apply
for the offer by emailing ama@surveymonkey.com and mentioning this offer.
45
Thank
you!

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AMA Iowa - SurveyMonkey (11-13) (Slideshare)

  • 1. The Secret to Successful Survey Projects Better Decision Making Fueled by Data AMA Iowa NOV 2013
  • 2. Hi, I’m Brent •  VP, GM of SurveyMonkey Audience •  @SurveyMonkey since Apr. ’09 @bchudoba brentchudoba.com in/brentchudoba 2
  • 3. Why do marketers LOVE survey data? It’s fact. You can make decisions Often proves a point or opens up a new market Lets us know what the customer wants, otherwise we are making decisions based off of stereotypes, gut reactions, or the past To try and understand the public's way of thinking 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 love the research and statistics that come out of surveys 3 Concrete data to tell us how our consumers think/ feel Able to quickly provide feedback to industry decision makers to demonstrate we stay informed and keep them informed I like statistics and analytics so when I see numbers, it helps me to make, what I think, are better informed decisions
  • 4. SurveyMonkey mission: Help people make better decisions 4
  • 5. So let’s talk about how we can help 5
  • 6. Question: What is the most challenging aspect of running a survey project? 6
  • 7. Let’s see what marketers said… 7
  • 9. The challenges •  Sign off takes much longer than expected 9
  • 10. The challenges •  Sign off takes much longer than expected •  Projects can be costly 10
  • 11. The challenges •  Sign off takes much longer than expected •  Projects can be costly •  Creating questions that will produce reliable data is challenging 11
  • 12. The challenges •  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 12
  • 14. The Secret: Write your conclusions BEFORE you create your survey 14
  • 15. Write your conclusions rst?" •  How do you write a conclusion without any data?" 15"
  • 16. Write your conclusions first? •  How do you write a conclusion without any data? •  Couldn’t writing conclusions before questions create bias? 16
  • 17. A survey is a research project Think back to the the “scientific method” 17
  • 18. Scientific method •  Make an observation •  Propose a hypothesis •  Design an experiment •  Test hypothesis •  Accept or reject the hypothesis •  Draw conclusions and/or revise hypothesis •  Rinse and repeat… 18
  • 19. What usually happens during a meeting… 1.  Business question is identied" 19
  • 20. What usually happens during a meeting… 1.  Business question is identied" 2.  Someone says, “We should do a survey”" 20
  • 21. What usually happens during a meeting… 1.  Business question is identied" 2.  Someone says, “We should do a survey”" 3.  Project owner is assigned" 21
  • 22. What usually happens during a meeting… 1.  Business question is identied" 2.  Someone says, “We should do a survey”" 3.  Project owner is assigned" 4.  People start writing survey questions" 22
  • 23. Now, what SHOULD happen after a meeting… Observation Identified a trend for study Hypothesis Outline a draft of the “presentation” (e.g., blog post, research report, memo, PowerPoint deck) and include hypotheses Design Design a survey with questions that ONLY provides the data required to to prove or disprove they hypotheses Test Find respondents and field survey Accept/ Reject hypothesis Review findings, update draft presentation and determine if additional research is required Revise/ Accept hypothesis Make an informed business decision 23
  • 24. If you start with a hypothesis… •  Your survey projects will be significantly faster 24
  • 25. If you start with a hypothesis… •  You will have powerful data in your hands to answer business questions sooner 25
  • 26. If you start with a hypothesis… •  You will have more time to iterate and refine your projects 26
  • 27. If you start with a hypothesis… •  Your data analysis stage will be simpler -  Succinct surveys = fewer data points -  Questions designed with analysis and presentation in mind provide immediate insights and inherently more effective question structures 27
  • 28. If you start with a hypothesis… •  The post survey presentation creation stage will be lightning fast since you’ve already built your framework 28
  • 29. If you start with a hypothesis… •  You may be sought out by colleagues and superiors who want your assistance solving challenging business problems -  Promotions, increased social standing, fame and fortune have been observed -  Disclaimer: Results may vary, and SurveyMonkey does not guarantee any of the above results 29
  • 30. Let’s give it a try… 30
  • 31. Netflix •  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 31
  • 32. Observation & Hypothesis •  Observation -  House of Cards, and original content may be a big deal and no one knows the impact yet -  An analysis of House of Cards viewer opinions could provide very interesting, publishable research content •  Hypothesis -  People are consuming House of cards differently (binge watching) -  Viewers appreciate this content and it will impact how they value their Netflix subscription 32
  • 33. Drafting our blog post/memo/research report 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. 33
  • 35. Hi, we can help with that… Collecting respondents 35
  • 36. SurveyMonkey Audience •  Millions of people ready to share their opinions •  Recruited from SurveyMonkey •  Rewarded with charitable donations •  Trustworthy opinions •  Dozens of targeting options •  Global respondents 36
  • 38. 1 38
  • 39. 2 39
  • 40. 3 40
  • 41. Let’s revisit our draft… 41
  • 42. Filling in the blanks 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. 42
  • 43. Making better decisions •  Does this replace the need for a research department? Or 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 43
  • 44. Top use cases for marketers •  Message testing •  Creative testing •  Product research •  Brand research •  Segmentation studies •  Persona development •  Competitive research •  Content generation 44
  • 45. Give it a try •  Pay only for the survey respondents •  We do the rest -  We’ll help you create an amazing survey for free ($999 value) Email: AMA@surveymonkey.com Visit: audience.surveymonkey.com *Conditions: Offer expires on December 31, 2013. Offer available to customers who reference the AMA Iowa presentation. Limit of 1 discount per customer. Survey respondent purchase minimum of $1,500 to qualify for the discount. You must apply for the offer by emailing ama@surveymonkey.com and mentioning this offer. 45