Announcing Our New Charts

At Survata we are constantly working to improve our product offerings, through new partners, enhancing current features and building new features to better adapt to industry trends and our clients’ needs. We are excited to announce our most recent enhancement of our current reporting, redesigned charts.

New and old chart

The next time you log into your survey dashboard or run a new study you will see our brand new charts which have been redesigned to look more modern and are packed with new functionality. You will now be able to do more than you have before.

Take an analytical approach to your free response data
View your free response results in a bar chart to better understand how your respondents answered your question. We display the 20 most frequently used words in your results to help you gain a better understanding of the sentiment of your respondents.

Wordcloud data
To use this yourself, from the options menu on a free response question, select “View as bar chart”.

Customize your view
There are a number of reasons you may like to see your data as a horizontal bar chart, they are often easier to read, they allow you to view more answer options for the same question and are better for displaying long labels.

flip axis
To view your own data in this way, click the options menu and select “Flip axis”.


View your charts in full-screen

At times you may want to take advantage of your screen width to get a better look at your chart. This is why we added an option for you to be able to view your chart at full-screen width. Full-screen width is particularly helpful when you have a more than 6 answer options or are viewing chart comparisons.

fullwidth chart
To use this feature select “Toggle full width” from the option menu.

These are just a few of the things you’ll notice as you navigate your new dashboard with constant improvements to come. We would love to hear your thought, feel free to reach us at product@survata.com to provide your feedback or additional request.

How Survata Clients are Shaping Markets

You read them in your daily life. You react to them to define your strategies. You use them to make your business case to customers in almost every marketing and sales effort. And, you may not even know that Survata was powering them.

Statistics powered by surveys are shaping and mapping business for every single market – whether it’s consumer or B2B. Survata is a leader in survey-powered thought-leadership, and many of our clients are driving the narratives.

We want to be your partner to help you seize the conversation. See how Survata clients have made waves in June in their respective industries.

*Public Relations: “Influencers Make Difference in Cause Marketing Campaigns” — O’Dwyer’s PR
Key Stat: 35 percent of adults engage with a cause because of an influencer

*Small Biz: “40 percent of small businesses have had cash flow issues within last year” — Small Business Trends

*E-Commerce: “Online Shoppers Deserve Better Than a Duopoly” — Bloomberg Opinion
Key Stat: 55 percent of online shoppers start on Amazon

*Personal Finance: “How Many Americans Are Living Paycheck to Paycheck” — CNBC
Key Stat: 49 percent of Americans are living by each paycheck

Start your own industry-defining study today by clicking here.

Survata Presents at ARF Audience Measurement 2017

Survata and Lotame

After being selected as a Winning Paper by the Advertising Research Foundation, we were invited to speak at their Audience Measurement conference last week in New York. We shared a new technology to improve online advertising research: Segment Validation. We believe that advertisers should validate the advertising audience segments used in programmatic ad buys. Otherwise, how do you know if the segment really has what it claims to have? Here’s Mark Thompson, CEO of the New York Times, referring to this issue, “When we say someone is a member of the audience is a female fashionista aged 20-30, what’s the probability that that’s actually true?”

Not all audience segments are created equal. A segment’s usefulness is a balance between the size of the segment, and how much of the segment actually matches the desired characteristic (the technical term for this is Precision vs Recall). Buying unvalidated audience segments is like buying TV ads before Nielsen ratings, or bonds before bond ratings. Programmatic advertising is still the wild west.

We are not the only ones thinking about this. Here’s an anonymous ad tech exec, who’s anonymity most likely stems from the fact that he’s fully aware that his company is delivering shoddy data. “A lot of the data that informs programmatic media buying is unreliable and conflicting. So what brands are spending their money for isn’t necessarily the thing they think they are spending their money for.”

As an example, suppose you want to advertise to moms. There are multiple “Moms” segments from different vendors, and other segments like “New Moms” and “Moms with 2-year-olds.” Which of these segments should you choose in the ad buy? You can’t really know until you’ve validated them. Segments boost signal to varying degrees.

Due to the partnerships and technical integrations between Survata and all of the major DMPs, validating audience segments is straightforward. Even better, the data is automatically pushed back into your DMP, where look-alike algorithms can expand the size of your target audience segment.

Survata is driving the next generation of ad research. In addition to Segment Validation, we also offer Segment Creation based on targeted psychographic profiles. We also conduct ad effectiveness studies in real time, allowing for optimization of ad spend allocation daily instead of just post-campaign reporting.

Our ARF presentation on validating programmatic audiences can be found in the slideshow below.

MediaPost, MarTech Advisor Highlight Survata DMP Partnerships as Key to Programmatic

Survata and Lotame

Media reports over the last year have underscored why it’s still the “Wild West” in programmatic, but Survata continues to pioneer new ways to bring clarity to programmatic ad effectiveness, segment validation, segment creation and audience profiling. And, now the media has taken notice.

On Friday, both MediaPost and MarTech Advisor spotlighted Survata’s partnerships with major data management platforms (DMPs), including Lotame, Salesforce Krux, Adobe and Oracle BlueKai. These reports followed recent coverage in AdWeek and MarTech Today.

Why the growing interest? Because Survata’s DMP integrations deliver results by measuring what works and doesn’t work in programmatic. As brands increase programmatic spend, digital ad costs continue to rise, and competition for consumers’ online attention span intensifies, reaching the right audience and getting better ROI have never been more important.

Learn how you can choose the right audience segments to target, create your own audience segments to target, and evaluate and optimize campaigns in progress.

Our Newest Partner: Lotame

Survata and Lotame

Survata is proud to announce our newest partnership with the leading independent data management platform (DMP), Lotame. This offers clients a seamless way to conduct custom research and activate against exact audiences.

“Appending behavioral and attitudinal data, in real-time, to self-reported data for instant insights into consumers’ engagements with a brand is the future of market research,” said Jennifer Hirt-Marchand, Partner of Research at midwest advertising agency Marcus Thomas. “Technological advancements are causing changes in consumer behavior, which is radically changing the way we collect and mine for audience insights. You used to have to choose between quality, speed and cost. With this partnership, we can conduct research faster with a common metric that brands understand to help them be more agile, more efficient — smarter.”

Survata can interview consumers who are in an advertiser’s segments, which lets marketers validate that third-party segments reflect what they intended to purchase. Survata’s publisher network has the requisite scale and Lotame has more than eight billion data points in these segments to enable this validation, creating a universal metric for the industry.

This server-to-server integration also allows for the seamless and objective tracking and measurement of survey responses, which can then be combined with other first-, second- and third-party data segments via the Lotame DMP. Marketers, agencies and publishers will be able to conduct segment validation and audience profiling as well as custom segment creation. Behavioral data can also be made available on survey respondents.

While most ad effectiveness campaigns must be set up prior to the launch, this partnership will enable users to measure for ad effectiveness at any time during a campaign, offering additional flexibility and insights into campaign performance.

“Our exclusive partnership on Segment Validation with Lotame is exciting for many reasons,” said Chris Kelly, Survata CEO. “This integration creates an industry standard for validating segments, so advertisers truly reach the audience they want to reach. Beyond that, brands, agencies and media companies can now easily access Survata’s other applications, such as ad effectiveness, via Lotame. We’re thrilled to enable marketers to save time and expand their capabilities with Lotame’s help.”

Using research to demonstrate they have the target audiences an advertiser wants, publishers will be able to respond confidently to requests for proposals (RFPs) and charge premium for their highly qualified inventory. Agencies will be able to target brands’ key audiences even more effectively by offering seamless, planning, execution, and measurement, removing the need for offline to online translation normally required when targeting consumers based on attitudes.

“Lotame is dedicated to empowering our clients to effectively complete as much of their advertising execution as possible within our single platform,” said Laura Lewellyn, Senior Director of Market Innovation at Lotame. “By partnering with Survata to launch a new ratings currency, we’re leading the charge for substantiated research segments. Clients can easily add more first-party research data to their data library and put it to action for their marketing plans, in essence extending DMP functionality to become a research and planning tool.”

Survata achieves Privacy Shield Certification

Privacy Shield

Survata is committed to protecting the privacy and security of our respondent data, which is why we welcomed the adoption of the new EU-U.S. Privacy Shield framework providing another mechanism for the transfer of personal data from the European Economic Area (EEA) to the US.

We applied to be certified under Privacy Shield and are happy to announce that we have now received certification.

We will work hard to maintain our Privacy Shield compliance and look forward to the success of the program. To learn more about our policy, please visit our privacy page.

Online Ad Effectiveness Research Grows Up

“The days of giving digital a pass are over. It’s time to grow up.”
            -Marc Pritchard, Chief Branding Officer, Procter & Gamble, January 2017

When the CBO of P&G tells us to grow up, we listen. And after speaking with clients at last month’s Media Insights Conference, it’s clear that there’s consensus: online advertising research needs to get more sophisticated.

We’re here to help. IAB breaks research down into phases: design, recruitment & deployment, and optimization. We’ll walk through each phase and determine what’s most in need of “growing up.” We’ll also include questions to ask your research partner to help increase the sophistication of your ad effectiveness research.

Design

Let’s start by acknowledging that statistically sound online ad effectiveness research has not been easy to implement at reasonable cost until recently. As IAB notes, “Questions around recruitment, sample bias and deployment are hampering the validity of this research and undermining the industry as a whole.”

Just because perfect research design is challenging to achieve doesn’t mean that advertisers should settle for studies with debilitating flaws, leading to biased, unreliable results. In addition to challenges inherent to good research design, most ad effectiveness research partners have systematic biases due to the way they find respondents, which must be accounted for in the design phase. There has been innovation in this space within the past year using technology to reduce or eliminate systematic bias in respondent recruitment. 

Assuming you’re able to address the systematic bias of your research partner’s sampling, the major remaining challenge is how you approach the control group. At Survata, we think about this as a hierarchy:

Online Ad Effectiveness Research Control Group Framework

Using a holdout group is best practice, but implementing it requires spending some portion of your ad budget strictly on the control group. In other words, some of your ad budget will be spent on intentionally NOT showing people an ad. A small portion of people in the ad buy will instead be shown public service announcements to establish the control group. We love the purity of this approach, but we also understand the reality of advertising budgets. We don’t view holdout as a requirement for sound online ad effectiveness research. Smart design combined with technology can achieve methodologically sound control groups without “wasting” ad budget.

Along those lines, the Audience Segment approach has become de facto best practice for many of our clients. Basically, you create your control group from the same audience segment that you’re targeting in the ad buy. This isn’t perfect, as there could be an underlying reason that some people in the segment saw the ad but others didn’t (e.g., some people very rarely go online, or to very few websites), but it’s still an excellent approach. It’s the grown-up version of Demographic Matching.

Demographic Matching, in which the control group is created by matching as many demographic variables as possible with the exposed group (e.g., gender, age, income), is still a very common strategy. It’s straightforward to accomplish even using old online research methodologies. As online data has allowed us to learn far more useful information about consumers than demographic traits, this approach is dated.

Simply sampling GenPop as a control is undesirable. The results are much more likely to reveal the differences between the exposed and control groups than the effectiveness of the advertising.

Questions for your research partner

  • What are known biases among respondents due to recruitment strategy?
  • What is your total reach? What percentage of the target group is within your reach? Is it necessary to weight low-IR population respondents due to lack of scale?
  • What’s your approach to creating control groups for online ad effectiveness research?
  • For Demographic Matching, how do you determine which demographic characteristics are most important to match?
  • How do you accomplish Audience Segment matching?

Recruitment/ Deployment
 
Historically, there were four methods to recruit respondents / deploy the survey: panels, intercepts, in-banner, or email list. To stomach these methodologies, researchers had to ignore one of the following flaws: non-response bias, misrepresentation, interruption of the customer experience or email list atrophy. In our view, these methodologies are now dated since the advent of the publisher network methodology.

The publisher network works by offering consumers content, ad-free browsing, or other benefits (e.g. free Wi-Fi) in exchange for taking a survey. The survey is completed as an alternative to paying for the content or service after the consumer organically visits the publisher. In addition to avoiding the flaws of the old methodologies, the publisher network model provides dramatically increased accuracy, scale, and speed.

Questions for your research partner

  • What incentives are offered in exchange for respondent participation?
  • What are the attitudinal, behavioral, and demographic differences between someone willing to be in a panel versus someone not interested in being in a panel?
  • What are the attitudinal, behavioral, and demographic differences between someone willing to take a site intercept survey versus someone not interested in taking a site intercept survey?
  • How much does non-response bias affect the data?
  • Are you integrated with the client’s DMP?
  • How long to get the survey into the field, and how long until completed?
  • How does the vendor ensure that exposure bias doesn’t occur?
  • How does the vendor account for straight-liners, speeders, and other typical data quality issues?

Optimization
 
An optimal ad effectiveness campaign returns results quickly, so that immediate and continuous adjustments can be made to replace poorly performing creative, targeting, and placements with higher performing ones. We call this real-time spend allocation. It’s analogous to real-time click-through rate optimization, as it relies on solutions to the same math problem (known as the multi-armed bandit).

By integrating with DMPs, ad effectiveness research can be cross-tabbed against even more datasets. The results will yield additional insights about a company’s existing customers.

Questions for your research partner

  • Are results reported real-time?
  • How much advertising budget is wasted due to non-optimization?
  • How can DMP data be incorporated to improve ad research?

Conclusion

Flawed research methodologies can’t grow up, they can only continue to lower prices for increasingly suspect data. For online ad effectiveness research to grow up, new methodologies must be adopted.

Survata Presents “The Next Generation of Ad Effectiveness”

Media Insights Conference

Join Survata at the Media Insights & Engagement Conference 2017 on January 31st for an exclusive presentation on The New Generation of Ad Effectiveness. The event will take place at 5:30 PM at The Ritz-Carlton in Fort Lauderdale, FL.

Our CEO Chris Kelly, will explore new ways marketers can conduct ad effectiveness studies using a new “publisher network” methodology. This can be utilized to increase response rate and representativeness while decreasing user experience interruptions. See a full description below:

Media Insights teams have previously been limited to panels, in-banner surveys, and on-site intercepts to measure ad effectiveness. Yet all these have well-established shortcomings. Fortunately, a new “publisher network” methodology can be utilized to increase response rate and representativeness while decreasing user experience interruptions. Also, most major media companies utilize a Data Management Platform (DMP), but ad effectiveness is run outside of the DMP. That is now fixed: Survata will explain how they integrate with major DMPs to expand ad effectiveness capabilities while simplifying execution.

We will also be an exhibitor so find us January 31st until February 2nd in the main Expo hall. To learn more about our ad effectiveness, visit our Retargeted Surveys product page.

See Survata at the Quirk’s Event in Orange County

Quirks Event

Survata is proud to return to the Quirk’s Event this time in Irvine, CA. See our CEO Chris Kelly give an exclusive presentation on the power of Retargeted Surveys and how organizations can still collect insights while protecting the consumer journey.

The presentation will happen Wednesday, March 1st, 2017 at 3:15 PM. We will also be in the main Expo Hall in booth 711 – come and say hi!

See below for the full description of our Quirk’s presentation:

Retargeted Surveys: Collecting Insights While Protecting Customer Experience

Using annoying pop-ups or mass e-mails that end up in the spam folder? There is a more efficient way to survey your customers online without impeding their digital experience.

Retargeted Surveys is the approach of tagging your customers (whether from a site visit, CRM integration or DMP integration) then surveying them later across the Web. This means you no longer need to roadblock your customers with site intercept surveys or hit their inbox with requests for feedback. This leads to a more representative slice of your audience while respecting the customer experience. Plus, whatever you already know about the customer can be used to target the specific questions they see.

Survata will explore how researchers leverage this technology to study their customers. Hear the benefit to brands, e-commerce sites, media companies and more.

The Quirk’s Event will be held February 28-March 1, 2017.

Are Snapchat and Instagram Regional Apps? Surprising Stats Reveal the App Each Coast Prefers

From goofy distortive filters to controlled amounts of time people can view photos, Snapchat offers users an outlet for quick and raw photo sharing. Instagram, on the other hand, focuses on perfected images, allowing users to set their desired saturation points, highlights, and sharpness. Additionally, Instagram’s shifted focus to ad-based material creates additional barriers compared to Snapchat’s selective and avoidable ad-capabilities. Survata interviewed users of both apps and asked them to choose which they would keep if they could only continue using one. Overall, 57% of respondents chose Instagram, but when split up by demographic, some results are surprising.

Overall Snap vs. Insta Breakdown

Given millennials’ ever-growing technology usage, assumptions would lead to the conclusion that younger people would move toward Snapchat. However, it looks like older generations feel more dedicated to Snapchat than millennials; 52% of users ages 45-65 say they would rather keep Snapchat if given the choice.

Perhaps millennials are slowing down and beginning to like the ease of peacefully scrolling through their respective feeds. The added memories feature on Snapchat could make it more appealing to older generations, who may prefer to avoid expending energy keeping up with the Facetuned and edited perfection of America’s youth in posts.

Age Preferences

While the overall majority chose Instagram as the frontrunner, the regional breakdown of Snapchat vs. Instagram preference displays an East vs. West disparity. With Snapchat’s hub in LA, and the tech industry centered in Silicon Valley, we were not surprised that the West showed more interest in pursuing this newer app.

Regional Preferences

Interested in measuring your own consumer preferences? Try a Survata survey now and start seeing data today.

Methodology Details
This survey was commissioned by Survata and conducted by Survata, an independent research firm in San Francisco. Survata interviewed 600 online respondents between July 07, 2016 and July 18, 2016. Respondents were reached across the Survata publisher network, where they take a survey to unlock premium content, like articles and ebooks. Respondents received no cash compensation for their participation. More information on Survata’s methodology can be found at survata.com/methodology.