Have you ever made a decision for a group of people and realized shortly after that your opinion may not be the same as those you are selecting for? Whether it be meeting friends for a movie or finding a place to have dinner, it’s human nature to try to appease as much of a group as possible. However, it isn’t always an easy task when individual’s opinions differ so much. As retailers in a digital age, this problem is faced on a daily basis. Making a choice based upon an assumption of what your consumers want, is a risky task. Part of what makes companies successful is when they can play their cards right.
So what is the best way to get one step ahead of the consumer, and find what they are looking for so you can drive efficient business decisions to your company? How do you tap into your customer’s mind to find out what they want to see from you and your brand in the future? Survey your consumers to find the answers to some of the key questions retailers need to ask. Google Consumer Surveys now allow you to find your customer while they are surfing the internet through Google’s partnership with content publishers around the web. As a user surfs the web, they will be presented with a Google Survey to gain access to premium content on various news, reference, and entertainment driven websites. They will need to answer a question, or series of questions, in order to read premium content online. Google has also gone outside the desktop web space and developed an application available on Android. Users can opt-in to take surveys within this app to earn reward points that they can redeem in the Google Store. There are currently around 1.7 million Google Opinion Rewards users delivering an 80% – 90% response rate.
What are some of the benefits to this? Tapping into this survey network will give you the information that you need to make smart business decisions. Alex Bain, a Marketing Analytics Manager at Nest, dove into the Google Survey realm to discover what customers were really looking for in the products Nest provides. As he states in this video of his Google Survey experience, “In the absence of data it’s really easy for everyone to draw on their personal experience, and you don’t know if that’s really representative or not. Whereas, if you can ask 2,000 people what their experience is like and aggregate that, you can really understand what is the answer to an important business question.” Having the ability to dive into your market, can put you at the forefront to make smart decisions that can boost your branding efforts and drive return.
How does it work? Google Consumer Surveys allow you to develop your own set of questions that are targeted to your key demos, or directly to your shoppers for a premium price. They help you to get answers that will aid in smart business decisions. Ask users between one and ten questions that they can answer to gain access to premium content online. Pricing is on a per answer basis starting at $0.10 for one question and $1.10 – $3.50 for complete surveys with two to ten completed questions. The answers to these questions are what give you a big win, granting you the upper hand in the competitive retail world.