@AshleyKaia
As marketers we wouldn't be able to function without consumer research (and maybe a little caffeine). We rely on feedback from target markets to give energy and motion to our projects. Which logo is best? Which slogan do people remember? What changes should I make to my product for it to be a hit? We all rely on these types of questions to get the answers needed to steer us in a clear direction that can otherwise be murky.
So what happens when you need research that is fast and reliable-but won't blow the company budget? Google has an answer for you. The company recently released Google Consumer Surveys, a low-cost way to perform market research in a "fast, accurate, and affordable" manner.
This is how it works:
- Businesses create quick micro-surveys about their product, which is then embedded on publisher sites. Google pays publishers a percentage of what they charge businesses for the survey. The charge is $.10 per response for the general US population or $.50 per response for custom audiences.
- Readers are presented with the survey when trying to access certain content, such as articles, photos or video, serving as a "soft" paywall. It looks something like this:
Early adopters include Adweek, the Star Tribune and The Texas Tribune.
Google Consumer Surveys has filled a void for both publishers and marketers. Publishers get paid for hosting the survey, businesses get valuable market research, and Google gets a check from the business. The surveys are short enough and incentivized, so they won't be as much of a deterrent to access premium content like traditional paywalls or "register" requirements are. Google does it again, however I'm not yet sure about those glasses...
For more information, check out Google's video: