Google Surveys: What Are They and Why You Should Be Using Them

2018/07/06 08:00

Google Surveys what is

We take a closer look at the benefits of using Google Surveys to find out what customers think about your business.

In 2012, Google set out to make quality research available to businesses of all sizes, which is why Google Surveys was created.

Google identified the need for affordable, accurate research amongst organisations from various sectors and created a product that filled this gap in the market.

When it was first launched, Google Surveys only gave businesses access to 12 markets, including Australia, Brazil, Canada, France, Germany, Italy, Japan, Mexico, Netherlands, Spain, the U.K., and the U.S. Today, businesses can survey users from 46 additional markets that include most of Europe, Africa, India and South Korea to name but a few, giving you access to incredibly valuable data that can be used to grow your brand.

How Google Surveys work

Businesses using Google Surveys can expect to reach tens of millions of possible respondents per day.

Surveys are run across a network of over 1,500 websites that focus on a broad range of topics and work with two types of respondents.

  1. Internet users accessing content on websites within the Google network that are using Google Opinion Rewards for Publishers
  2. Mobile users who have downloaded the Google Opinion Rewards app

Business pay to run surveys, while Google pays publishers for every survey that is answered on their site. In order to encourage a response, Google Surveys will partially or temporarily block a website’s content across desktop and mobile devices, asking users to answer a few simple questions in order to keep reading.

Instead of having a predefined panel of respondents, Google Survey uses processes called ‘river sampling’ and ‘web intercept’ to select survey respondents. This ensures that biased opt-in survey respondents are avoided.

Surveys include a maximum of 10 questions with a limited number of open-ended questions to encourage higher response rates.

In 2017, an average of 3 million surveys was completed every month, with each survey averaging 2 million completed responses per day, making this one of the most effective market research tools available to businesses today.

Key benefits of Google Surveys

Market research is an integral part of running a successful business and fortunately, businesses no longer need to spend a fortune to gather valuable insights from their customers.

Google Survey User Satisfaction

Below are a few reasons why you should consider using Google Surveys as a market research tool:

  1. Accurate market research is possible. Google Surveys give you the option to be as specific as you need to when it comes to surveying your target audience. Whether you want to survey customers in India or you want to survey 24 – 39 year-old females in Kenya, Google Surveys gives you the option to do just that. It’s also incredibly easy to create a survey and you have the option to add questions that are specific to your business too.
  2. Access an engaged audience. Google Survey respondents are everyday people who are already actively engaging with content online. Your surveys will only be placed on websites that meet your specific targeting criteria, ensuring that your questions will be relevant to the users browsing that particular website, further increasing your response rates.
  3. Complicated data analysis is eliminated. Since Google does all the work for you, all that is required is for you to login to the online interface in order to view your data in a format that is easy to understand. Businesses can expect to find interactive histograms, clickable demographic segmentation and comparisons, all of which can be shared with your team. Results appear as they come in so you can access your survey results at any time.

Setting up your Google Survey

Google has made it incredibly easy for businesses to create surveys that will help them in their market research efforts.

The survey setup process is comprised of three steps:

  1. Define your audience. Using Google’s online editor, you will be able to select your targeting criteria, including gender, age and location. You can also decide whether you want to target respondents using the mobile app or the publisher network.
  2. Create your questions. Your survey can’t include more than 10 questions, 4 of which can be screening questions.  Other question types include: single select (radio button), multiple select (checkboxes), rating questions (Likert scale), image questions, and open-ended text questions.
  3. Confirm pricing. Your pricing will be different if you have included screening questions in your survey. In general, the price per survey response ranges from 10c to $3.

Once you start receiving feedback from users, you will be prompted to login to your dashboard in order to view your reports.

Whether you’re launching a new product, want to know what people think about your latest TVC or you simply want to find out whether people are happy with your level of service, Google Surveys is an excellent market research tool.

What will you be using Google Surveys for?