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: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

4 creative skills that will be useful forever

In recent times, the clarion call from futurists, economists, marketers, educators and leaders the world over is one of slight panic, “The world is changing and you’re not ready for it!” And of course, they make a very good point.

Kieran Flanagan and Dan Gregory

Speakers, trainers, co-authors

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

I thought this was what Salesforce Audience Studio (formerly Salesforce DMP) was supposed to do. How are a CDP and a DMP different? I'm c...

Tony Ahn

Salesforce announces customer data platform

Read more

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

Latest Podcast

More podcasts

Sign in