SurveyMonkey touts tools for insights into audiences

New managing director and former Microsoft CMO, Tony Ward, looks to expand the survey vendor's offering in Australia

SurveyMonkey has become the tool for businesses wanting to know a little more about what their customers think. But if new Australian managing director, Tony Ward, gets his way, it will also be the tool of choice for marketers and agencies wanting to gain an insight into the minds of Australian audiences.

Ward, who is a former chief marketing officer at Microsoft Australia, says one of his goals is to grow usage of the SurveyMonkey Audience product in Australia. This service assembles panels of audience members out of its broader user base, and is the largest audience panel of its kind in the US. It is used by agencies including Ogilvy and brand houses such as Proctor & Gamble.

Ward says SurveyMonkey Audience presents an opportunity for agencies to quickly test creative ideas against preferred audience segments. He says this can be especially beneficial in pitching situations, where the agency may not have strong historical data on the client’s audience.

“Some of the more innovative agencies are thinking of how they can gain insights at the start of the creative process, rather than checking their creative at the end when the horse has already bolted,” Ward says.

Ward claims one of the advantages of SurveyMonkey Audience is that surveys can be conducted very quickly – often in under a day. The relative low cost of SurveyMonkey in contrast to traditional market research and focus groups means agencies can also test more individual components of their creative content.

“It is not about replacing the process, it is about providing them with more intelligence going in to that process so they are starting at the right place,” Ward says. “They are using data to prove the actual art and design and concept is potentially better, irrespective of whether the end client thinks it’s good or not.”

According to SurveyMonkey’s chief operating officer, Tim Maly, SurveyMonkey Audience was itself developed in response to feedback from creative agencies.

“There was a gap where people who wanted to conduct consumer market research really liked the SurveyMonkey survey application but didn’t have the ability to deploy those surveys to folks in a targeted demographic,” he says.

Maly claims SurveyMonkey Audience differs from other online survey panels in that it does not provide respondents with a cash or points incentive. Instead, they can nominate that a donation be made to a preferred charity. This soft incentive deters those respondents who are only involved for financial gain.

Surveys are also kept to under 15 minutes, and are only offered a few times a week.

SurveyMonkey now has more than 3 million people answering surveys each day across all products.

CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook:, or check us out on Google+:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Latest Podcast

More podcasts

Sign in