Insights Summary: Nike + Colin Kaepernick

Survata conducted a study to determine consumer sentiment towards the Nike ad featuring Colin Kaepernick the week it aired. Metrics such as brand favorability, and purchase / viewing intent were included for both Nike and the NFL.

The sample was nationally representative of the US population on age and gender. Over one-third of respondents (35%) chose not to disclose their political affiliation, likely due to the sensitive nature of the survey topic.

Almost half of all respondents have purchased Nike in the past (48%). Ad recall for the Nike ad featuring Colin Kaepernick was 42% at the overall level. Those who reported having seen the Nike ad were more likely to view Nike favorably than those who had not seen the ad (29% to 16%).

Download the full Insights Summary Sheet here to get additional data broken down by age, gender, and political idealogy.

Survata interviewed 501 online respondents between September 7th–10th, 2018. The study was sampled within the United States, and was nationally representative of the US population on age and gender. The margin of error for this study at a 95% confidence level is 4.4%.

To learn about about Survata Market Research, please contact us.

Survata Talks High-Growth Startups with Scott Gorlick, Formerly Operations at Uber

Head of Operations at Survata, Katie Harper, sat down to chat with Scott Gorlick about his time at Uber, how to break into startups, and what’s got him excited about the future. Gorlick joined Uber in 2012 as one of the first 100 employees and spent six years scaling the company’s operations. After two years helping to run the Atlanta business, he moved to San Francisco to serve in a variety of business operations leadership roles. During his time at Uber, the ridesharing firm went from 10 cities to more than 500+ cities in over 70 countries. Since leaving Uber, Gorlick has moved back to his home state of Florida and is focused on investing in the next generation of startups.

Katie Harper: What led you to Uber?

Scott Gorlick: As a senior in college, I said my dream job would be at the intersection of business and public policy. After graduating, I started consulting for Deloitte, where I was focused on strategy and operations. One rainy night in Chicago, we were running late for a client dinner and couldn’t find a taxi anywhere. I had just read about Uber, so I downloaded the app, pressed a button, and a black car showed up to take us to dinner. And it was fifteen dollars. I was hooked and instantly knew that I wanted to be a part of this company. Very late that night, I shot over a cold email.

After going through a couple rounds of interviews, I flew out to San Francisco to meet with the team. When I got there, I think they were all a little surprised by how young I was. Barely twenty-three at the time, I blurted out, “I’m old enough.” One thing led to another, and I got the chance to join Uber and help start the business in Atlanta. So, in a circuitous and weird way, I ended up right at the intersection of business and public policy just as I had wanted.

What prepared you for the role?

Nothing I had done up until that point could have truly prepared me for Uber, but I do think there were a couple of things that I learned at Deloitte that were incredibly valuable. First, learning project management and how to structure my thoughts logically helped me move faster at Uber. I fully believe that when you’re organized, you can do three times more work. Second, I was also on the road for the vast majority of that year, and I learned to get comfortable being uncomfortable. It sounds crazy, but not knowing where I would be traveling that week, plus the last-minute booking of flights, hotels, and then changing everything all over again, left me oddly prepared me for rolling with the punches at a fast-growing startup.

How did your role at Uber evolve over time?

When I joined, I started and helped run the Atlanta market. Very few of my friends had any idea what Uber was at the time, and we heard over and over again that Atlanta was “too spread out” and a “driving city.” Our first goal was to make sure that riders could get a car whenever they needed one. It was an intense, operations-heavy role, but I loved every single second of it. We stayed incredibly busy hiring a team, pitching drivers to try out our platform, making sure we had enough cars out 24/7, running analyses to see where we could get better, and answering every driver question. In about 2 years, we had scaled Atlanta up to a very significant business.

In mid 2014, I moved to San Francisco to take what I had learned in Atlanta and use it to help scale our global teams. We found that 95% of cities were the same across the board, but that last 5% was very localized. To succeed in those markets, we needed to get there early and have a presence on the ground. That kept me occupied for a while, and then I led teams that worked on special projects, include pricing, operational efficiency, strategy, and expansion. I loved that role because we had a great team and were always working on ten different things at the same time.

When did you know you had joined a rocket ship?

I don’t remember if it was a single point in time, but there were definitely moments. From the early days, Uber was a product people loved. Every time someone tried to shut us down, our riders and drivers stood up in a way that inspired us to keep pushing. When UberX got better, faster and cheaper than a taxi, I knew that the market for our product was huge.

Which parts of the growth were most painful?

In the early days when we were just starting out, everything was scrappy. We had a hundred people at the company, and we were constantly outgrowing the processes we had built the week before. Fortunately, Ops and Engineering at Uber worked well together, and we were able to partner to build some amazing tools that made it easier to grow the business.

2017 was also incredibly painful for the company. Up until that point, Uber had grown quickly, but we were an 8-year-old company in a 60-year-old company’s body. We had optimized for growth and scale at the expense of our culture. A lot of things were broken, and it was a really tough year. While it was a rough time for us, I’ve seen a lot of change at Uber and I’m encouraged by the progress. We’ve still got ways to go, but the team is incredibly resilient. I think Dara and the team are doing a really great job moving Uber forward and are ultimately going to take the company to the next level.

If you were put in a similar position at a similar company now, what you would want to tackle first?

If I was starting at a company like Uber now that is focused on a particular marketplace with supply and demand, I would figure out which side is harder first and focus first on that. For Uber, our business does not exist without our driver partners. When we started in Atlanta, there were maybe a thousand limo drivers in the entire city. We were going to get a lot more riders than that, so for us to be able to scale, we needed some way to grow the number of limo drivers in the city. When you build any marketplace, you have to be creative about how you grow the business.

What advice do you have for someone trying to break into operations?

Read up and see what companies are interesting to you. [Here’s Scott’s recommended reading list.] When you find a company you like, you need to get your foot in the door. Odds are good that the founder’s email address is (first name) Hit them up over email, Facebook, or Twitter and try to start a conversation there. These people are spending hundreds of hours building brands, so they truly want to hear from fans. If you like the company, you shouldn’t be afraid to show it.

Next, realize that the role that you want may not exist yet. You might have to create it. When you’re talking to founders of companies that are really small, your skillset might not match a job that’s posted; they’ll need engineers but not operations people. Find a way to be helpful. We had people drive for Uber who provided feedback on the experience. If you’re looking at a consumer product company, try their product. Showing that you’re willing to put that effort and sweat on the table goes a long way. Ultimately, what it comes down to is hustle.

Since leaving Uber this year, you mentioned here that investing is next for you. Why do you want to be an angel investor?

I like venture for a couple of reasons. First, I like solving interesting problems. I think the world fifteen years from now is going to look a lot different than it does today. A lot of that progress is going to be driven by the hard-charging entrepreneurs that create companies in the next several years. As an angel investor, I can invest in and advise companies that I think are going after some of the biggest opportunities. Second, I like helping people build companies. Working side by side with people to scale their businesses has always been fun for me. I think that a lot of the things we learned scaling Uber are applicable to other companies starting out. Third, working at Uber was a life changing experience and all it took was a few people taking a bet on me. And that’s what angel investing is. There are a lot of amazing founders out there and all it really takes is for someone to believe in them.

How’s that change going for you so far?

I’ve invested in several companies I’m very excited about already, and we’ll see how it goes. Venture is a long game, and it can take years to know if an investment will be successful. I’m most interested in companies that are in the marketplace, direct to consumer, eSports space, or operating out of Florida. I strongly believe that not all great tech companies have to be built in Silicon Valley, so I joined Florida Funders as an Operating Partner and will be a part of First Round Capital’s Angel Track this fall. If you’re working on a company in any of these spaces, would love to chat!

Questions or comments? Feel free to reach out to Katie Harper here.

Trends in Ad Measurement: Panel & Happy Hour – NYC 9/18/18

Join the NYC ad measurement community for a discussion addressing the challenges and opportunities with the current state of the ad industry on Tuesday, September 18th. Don’t miss an evening of networking and a panel of experts sharing their insights complemented by food, drinks, and conversation. Come prepared to learn about and discuss industry hot topics with a digital-forward focus including cross-channel measurement, attribution, brand impact, social, and sentiment analysis.

Our Panelists:

- Paul Gelb, Head of Programmatic @ Bayer
- Margo Arton, Sr. Director, Ad Effectiveness @ BuzzFeed
- And more to come!


6:00 – 7:00 PM: Registration and networking
7:00 – 8:00 PM: Panel discussion
8:00 – 9:00 PM: Continued networking


NoMad Loft
135 Madison Avenue 8th Floor
New York, NY, 10016

Register here >>

Survata Snags Serial Entrepreneur and Market Research Veteran as First President

Read Dyna’s profile piece on MediaPost’s Data & Programmatic Insider.

Former UBMobile Founder and CEO Dyna Boen Will Lead Survata Market Research

SAN FRANCISCO — Leading Advertising Measurement and Market Research technology company Survata today announced it hired market research guru and former UBMobile co-founder and COO Dyna Boen as president of Market Research, the first appointment of its kind for the company. The announcement follows Survata recently closing its Series B funding round of $14 million.

Boen has spent her entire career in market-research technology and has been a part of multiple successful exits. Recognized as a well-respected influencer, educator and mentor in the brand marketing and research arenas, she successfully steered her most-recent endeavor UBMobile to a June 2018 acquisition by top market-insights firm CriticalMix. At UBMobile, Boen helped build its LifeTap mobile community and app, which included gesture-based surveys, video and image capture, GPS location and device-usage data, into what became known as the “Tinder” of market research. In less than two years, UBMobile assembled a client roster of many blue-chip brands, including Verizon, NBCUniversal, Sephora, Taco Bell and Pizza Hut.

Prior to UBMobile, Boen was co-founder and CRO of TrueSample, a research technology startup that was acquired by Imperium in 2017. In addition, Boen also was an early employee and executive at MarketTools and Zoomerang (the first online survey company), which were both acquired by SurveyMonkey.

“We couldn’t be more excited to have Dyna take the helm of our fast-growing market research business, which has amassed more than 2,500 customers in the last six years,” said Chris Kelly, co-founder and CEO of Survata. “ While we’ve had a successful journey so far, we recognized that Dyna’s deep experience, innovative approach and technology expertise in Market Research would allow Survata to more quickly become a complete platform for brand intelligence.”

Boen will lead all aspects of Survata’s Market Research business and plans her early focus on leveraging Survata’s unique tech-driven approach to conducting research, its Publisher Network, to build the company into a comprehensive brand-intelligence platform. Specifically, she plans to re-prioritize and deploy Survata’s existing technology assets, while also strengthening its mobile, geolocation and respondent-targeting capabilities. Pioneered at UBMobile, Boen also plans to integrate her signature ”3D Insights” approach into Survata, where stated and behavioral data are captured and combined with geolocation and real-time data.

“Technology has reshaped how marketing uses market research and how brands evaluate which companies to work with, and Survata is an example of how market research is expanding outside of just a niche function,” said Boen. “Survata will be the central hub of market intelligence for brands, and this appointment not only allows me to help them achieve this vision, but also to return to my entrepreneurial roots by building a team and a complete product.”

Boen also serves as a leader within the Women in Research organization, often mentoring up-and-coming stars within Market Research.

Survata is a fast-growing measurement technology company that provides Advertising Measurement and Market Research to the world’s leading brands and agencies. The Survata platform provides the world’s fastest way to measure the branding impact of advertising, and measure the behaviors and opinions of consumers. The company is headquartered in San Francisco and backed by leading Silicon Valley venture capital investors. Learn more at

Webinar Recording – Accuracy Case Study: Panels vs. SurveyWalls

Accuracy Case Study: Panels vs. SurveyWalls

Thank you to the attendees to our 8/16/18 Greenbook Webinar, “Accuracy Case Study: Panels vs SurveyWalls”. We hope you enjoyed it. Couldn’t attend? You can access the slides and the recording here. Please feel free to pass these along to colleagues who may be interested.

We hope you can join us at a future Survata Webinar!

Interested in learning more about how Survata’s Publisher Networks yields higher response quality over in-person panels? Send us a note.

Webinar – Accuracy Case Study: Panels vs. SurveyWalls

Join us on Thursday, August 16, 2018 at 2 pm ET to find out if monetary incentives of panels could lead to bad data.

Survata will reveal the results of two market research studies (1 CPG, 1 Apparel) collected across both a panel and a SurveyWall to see which method offers better accuracy. Digital publishers want to monetize their content, and a simple SurveyWall can easily replace a paywall and allow consumers to access the premium content they desire by answering survey questions. Unlike traditional panels where survey respondents are compensated, a SurveyWall is a cashless transaction that can benefit the researcher, the survey respondent, and the digital publisher.

Register today to:

-Understand the difference between an in-person panel and online SurveyWalls
-Review the results of a study to see which method yields better accuracy
-Understand how different incentive systems can affect data quality

We will answer these questions:

-How do SurveyWalls differ from other offer walls?
-Can you determine feasibility of sample from a SurveyWalls vs. panel?

Save your seat >>

Survata Secures $14 Million Series B Funding

After Survata’s rapid growth in market research, leading investors and technology visionaries seize the opportunity to fuel Survata’s exploding ad measurement business

See our announcement in The Wall Street Journal (PDF Link).

SAN FRANCISCO — Survata, the top technology-powered advertising measurement and market research company, today announced it has secured $14 million in Series B funding led by Conductive Ventures and joined by Industry Ventures. Previous investors Uncork Capital, PivotNorth, Ridge Ventures, Bloomberg Beta and Initialized Capital also contributed, with additional participation again from multiple marketing-technology visionaries. Building on the Survata’s success with its Market Research suite, Survata plans to use the investment to continue building its Ad Measurement suite, which has seen fast growth in the past year.

“We have the privilege of investing in some of the most transformational marketing technology companies every year, so we have a high bar for partnering as an investor. In Survata, we saw a compelling value prop for marketers, driven by powerful industry trends, with clear market adoption. And, of course, we need to be aligned with the leadership team’s vision and trust their capabilities,” said Carey Lai, founding member and managing director at Conductive Ventures. “Major change continues to affect the marketing and advertising landscape where brands are increasingly careful about their spends.This means the time is right for a modern measurement platform like Survata to emerge. Only brands that can accurately measure their marketing impact will continue to thrive.”

While 2018 global advertising spending on all measured media is expected to rise 7.4 percent to $628.63 billion — with digital representing nearly half of that — the industry recently has experienced significant brand safety problems, technology disruptions and high-profile questions about audience accuracy, especially within programmatic.

In fact, many of the world’s biggest advertisers are reducing spends due to these problems, with some even cutting hundreds of millions out of their budgets. Under pressure to eliminate ineffective spending, brands and agencies are looking to technology to better measure, validate and adjust ad campaigns to not just deliver the desired results, but even simply ensure they are reaching the right people.

While Survata gained wide attention and produced steady growth for its Market Research applications — amassing more than 2,300 customers in six years — large brands began inquiring about the Survata Platform’s potential for ad measurement. Recognizing the industry lacked a tech-driven solution that delivered accurate ad-campaign insights in real-time, Survata developed a full suite of ad measurement applications, with products for brand lift, audience validation and audience creation. In just over a year, Survata Ad Measurement, which drives significantly higher revenue per deal, now has nearly 50 customers, including major brands like Microsoft and Clorox. In addition, Survata Ad Measurement has tracked more than 45 billion ad impressions to date.

“We created Survata to solve a simple yet extremely difficult problem: give brands and agencies faster and more accurate consumer and market insights. And, in a few years, we built a very successful, sustainable business,” said Chris Kelly, founder and CEO of Survata. “However, when brands and agencies started using our platform to achieve the Holy Grail of brand advertising — measuring the branding impact of ad dollars in real-time — we knew the time was right to accelerate. This funding from such well-respected VCs and visionary leaders not only validates our vision and direction, it also allows us to fuel further and faster innovation on the Survata platform.”

Survata has attracted attention from many consumer platforms and leading players in data services and marketing technology, garnering more than 20 partnerships or technology integrations. Those include integrations with all of the top DMPs and certifications with many of the world’s largest media companies.

The distinguished group of marketing-technology leaders that also participated in Survata’s Series B round included: SafeGraph CEO Auren Hoffman (former CEO of LiveRamp); Dan Beltramo, co-founder and former CEO of Nielsen acquisition Vizu; former CEO of Datalogix (Oracle acquisition) and current Oracle Data Cloud SVP/GM Eric Roza; Jonah Goodhart, co-founder and CEO of recent Oracle acquisition Moat; Tom Chavez, co-founder and CEO of Salesforce-owned Krux, Inc; and well-known angel investor and strategic communications guru Marcy Simon.

Carey Lai from Conductive Ventures will join Survata’s board of directors.

Survata is a fast-growing measurement technology company that provides advertising measurement and market research to the world’s leading brands and agencies. The Survata platform provides the world’s fastest way to measure the branding impact of advertising, and measure the behaviors and opinions of consumers. The company is headquartered in San Francisco and backed by leading Silicon Valley venture capital investors. Learn more at

Survata At The 2018 ANA Digital & Social Media Conference

Join Survata at the 2018 ANA Digital & Social Media Conference in Rancho Palos Verdes, CA July 25th – 27th. The event will feature top CMOs and key marketing leaders who will cover important topics such as AI, influencer marketing, ad measurement, and brand safety in the digital space.

Survata will be right in front of the center of the main hall (Booth #4). Join us as we have a special product demo on how advertisers can conduct real-time Brand Lift studies to optimize their campaigns in-flights.

Planning on attending? Send us a note to connect at ANA.

The Global Conscious Consumer with Jascha Kaykas-Wolff, CMO of Mozilla

Brand Knew is a new podcast featuring interviews with marketing leaders of major national brands. Hosted by Austin Moorhead, the podcast will dive into how consumers are changing and what brand leaders are doing about it. Survata is proud to be the sponsor – check out their fourth episode below with Mozilla CMO, Jascha Kaykas-Wolff, and be sure to subscribe for future episodes with marketing thought leaders.


Brand Knew Ep. #4: The Global Conscious Consumer with Jascha Kaykas-Wolff, CMO of Mozilla

Mozilla, the company that makes the Firefox browser, competes with Google, Apple and Microsoft. Mozilla’s never going to win a traditional marketing battle against these goliaths, so instead they focus on long-term brand-building initiatives: art installations and advocacy for an open internet.

Listen to the CMO of Mozilla, Jascha Kaykas-Wolff, discuss his approach to brand building, their discovery of the global “conscious chooser” segment, and why he thinks it’s important to teach incarcerated individuals how to code.

Find Brand Knew Podcast on SoundCloud and iTunes and be sure to subscribe.

Survata ‘Tech Trust Index’ Finds Tech Brands Consumers Trust Most with Their Data

Amazon takes top spot by wide margin, but technology least-trusted sector

In a study of more than 2,600 consumers released exclusively with Business Insider, market and advertising research firm Survata today released its “Tech Trust Index,” a ranking of the top 15 tech brands most trusted by consumers’ with their personal data.

The Index, which asked consumers to rate many of the most well-known tech brands from one to five (one being most trusted; five being least trusted), found that Amazon was by far and away the most-trusted tech brand with an average score of 1.87. Amazon was the only company with a rating under two (2), with Paypal coming in second place with a 2.05 average rating.

The rest of the top 15 ranked as follows: Microsoft (2.13), Apple (2.26), IBM (2.41), Yahoo (2.43), Google (2.53), YouTube (2.58), eBay (2.78), Pandora (2.88), Facebook (2.90), Linkedin (2.97), Spotify (3.16), AOL (3.20) and Instagram (3.24).

Facebook, which recently has been at the center of a lot of consumer data controversy, seemed to create the most polarization among consumers, as they overwhelmingly either ranked it as most trusted (1) or least trusted (5).

In addition to identifying the top 15 most-trusted tech brands, Survata also studied consumers on a number of other questions regarding their data preferences. Those results include:

    -58 percent of consumers would not pay a tech platform a nominal fee to avoid it using their data. Only 8 percent said they would, with 34 percent unsure.

    -A surprisingly large one-third (33 percent) of consumers value the convenience technology adds to their lives more than their data privacy. However, the youngest age group (18-24) was the most likely (42 percent) to value convenience more than data privacy.

    -The consumer-technology sector was the least-trusted sector by consumers, even losing significantly to retailers, which have had their own battles with high-profile breaches. Unsurprisingly, healthcare was the most-trusted sector.

    -Nearly 70 percent of consumers think they should control when and how a public tech platform uses their data, even if they voluntarily put that data on that platform.

Survata conducted its Tech Trust Index study from April 23-26, interviewing 2,601 consumers. For more information on Survata’s methodology, please visit