Would you pick Facebook over Twitter? Probably, unless you’re a teen

Despite the recent growth of new social services like Snapchat, the undisputed kings remain Facebook and Twitter (sorry, Google+).  We at Survata were curious how users of both services would react if they were presented with a digital Sophie’s Choice: Making them select only Facebook or Twitter to keep using.

We used our consumer survey service to interview thousands of online respondents, and screened for 1,555 respondents who reported being regular users of both Facebook and Twitter.  Those respondents were then asked “If you could only continue using one of the following services, which would you choose?” followed by randomized answer options for Facebook and Twitter.

Overall, 65% of respondents chose Facebook.  However, it’s more insightful to review the data by demographic segment.  In a surprisingly consistent trend, users preferred Facebook more as they got older – the 55+ crowd chose Facebook 92% of the time.  In fact, the only age group to prefer Twitter (51% of the time) was 13-17 year olds.

Survata_Twitter-Facebook_age

Both genders preferred Facebook, but their advantage was stronger among women.

Survata_Twitter-Facebook_gender

We did not ask respondents to list a reason for their choice, so we don’t have any evidence behind Facebook preference.

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

What’s worse than your mom seeing your web history? The NSA, Google

While the federal government and your significant other may have very different interests in scouring your personal data, the potential privacy breach is troublesome in both cases. With data security and government surveillance perpetually in the news, we at Survata decided to gauge public concern about data snooping in various forms. To evaluate this, we polled over 2,500 respondents with two surveys — one gauging concern with the NSA and a corporation like Google gaining access to personal data, and one with bosses, significant others, and parents. Overall, the results show respondents were most concerned by a company like Google gaining this access, as shown by the average level of concern:

Survata_DataPrivacy_Questions

Types of questions every startup needs to answer

Is your new logo a success? Are you offering a service that consumers are excited about? Your company needs answers to these types of questions, but traditional research methods often aren’t a fit for a smaller company’s timeline or budget. However, emerging consumer research tools are making consumer data accessible to companies of any size. You can collect data to inform any business decision, and can do quickly and affordably. To fully dispel the “research is only for large companies” myth, we at Survata compiled a list of research topics that address some of the major concerns of the average small business, and can be designed to fit any budget.

Choosing a name:

While choosing a company name can be a daunting task, resources are available to help you instantly access informative data. If you have a list of names you’re deciding between, simply put the list in front of a respondent (along which a quick business description) and ask which they like best. If you want to test the messaging of a specific name, ask respondents what the name reminds them of, or what type of service they’d expect from a company with that name.

Choosing a logo:

There have been well-publicized cases of company logos having unintended visual associations, but testing a logo can safeguard against these disasters. Similar to choosing a company name, logo tests are helpful in deciding between possibilities or evaluating individual logos. Collecting data allows you to test rather than guess, and find a logo that suits your brand and pleases your target demographic.

Screen Shot 2014-07-17 at 3.21.00 PM

Choosing a tagline:

A good tagline gets to the point of a company’s offering without excess verbiage, but how can you make sure your point is coming across? Evaluating different taglines can be helpful for developing a phrase that’s informative and catchy, and highlights the features of your business people care about most.

tagline

Testing a landing page:

Once you’ve drawn consumers in with a stellar company name, logo, and tagline, you need an effective homepage design to close the deal. Using tools like Survata and UserTesting, you can get live consumer feedback to your site. Put a screenshot of your website in front of respondents, and ask what stands out, or where they’re most likely to click if they wanted to learn more.

Survata_LandingPage_SurveyIdeas

Collecting data for investor pitches:

Convincing consumers your service is worthwhile is one thing, but wooing potential investors can be a different story. If you’re preparing to meet with investors, collect quantitative proof that your business solves a significant problem or fulfills a major need. Simply pitch your business idea to consumers and gauge their interest for a quick and straightforward way to validate demand.

Survata_Startup_SurveyIdeas

Collecting data for PR releases:

As with investor pitches, collecting data for a press release or newsletter can be a compelling way to communicate the benefits of your business or service and gain publicity. Collect data that’s relevant to current events or your particular industry, or numbers your target customer is likely to care about to add some color and personality to your PR material.

Forget about old-school panel groups and incessant telemarketers, because collecting market research data no longer has to be expensive and cumbersome. By investigating the business elements above, you can start to get a comprehensive data background on your small or emerging business.

Tracking brand reputation on a budget

Running a brand tracking study often means drowning in complex data and spending lots of money, but it doesn’t have to be that way. Survata allows companies to perform simple brand tracking studies, asking a few core questions, that provide meaningful and statistically significant findings. Performing a regular study for as little as $1000 per quarter can give insight to how your reputation is evolving, or clue you in on any aspect of how consumers view your brand.

For example, a business might want to gauge the longer term payoffs of a new PR campaign. By asking questions concerning brand trust or favorability on a regular basis, companies can measure whether their efforts are moving the needle. Obviously, brand reputation can fluctuate with things like current events, emerging competition, or company news. By staying on top of key numbers, brands can take preventative measures before experiencing a full-on PR disaster. A tracking study can also be useful for small companies, as tracking brand awareness can help evaluate company growth in comparison to the competition. Survata makes performing periodic market research easy and affordable, and allows you to track your brand without the hassle of hiring a large consulting firm.

Try your first brand tracking study today!

Airbnb logo redesign: More people see hearts than naughty parts

Airbnb recently launched a massive site redesign, complete with a brand new listings page and company logo. The new logo immediately caused media uproar, as many thought the Bélo depicts something more scandalous than a “symbol of belonging” as explained by Airbnb. Online discussion was less about whether the logo has human anatomical associations, and more about narrowing in on the specific private part the logo depicts. Survata has helped many designers and company executives evaluate their logos (since sometimes your logo may inadvertently look like underwear). So, we were inclined to immediately collect data on the topic, and find out whether the public at large was able to keep their minds out of the gutter.

The day of Airbnb’s redesign unveiling, we displayed their logo to several hundred online respondents and asked a simple question:

Screen Shot 2014-07-17 at 3.21.00 PM

The data indicates that innocence is perhaps not entirely lost. While responses like “boobs,” “vagina,” and “butt” came in relatively high numbers, “paperclip” and “upside-down heart” were by far the more common answers. One takeaway from this study is one we already knew: Internet commentators can shade hypercritical (or at least enjoy perpetuating a joke that might not be as apparent to a neutral party). But another is that performing quick consumer research on a logo can be a timely way to clue you in on logo issues before they are trending on Twitter.

Here’s a visualization of how people answered the above question, and you can download the underlying data here.

Screen Shot 2014-07-17 at 3.19.33 PM

Cures for the common startup naming struggle

This column was originally originally written by Survata for publication by VentureBeat.

Encapsulating a business in a single word or phrase can be a daunting task. For startups, the name of the business becomes the first word of every investor pitch and the first message that’s spread to potential users. Although it’s often dramatized, a solid name can be a startup’s first step toward gaining legitimacy and recognition. Having led countless startups to a successful name, we at Survata were interested in compiling some insight to this all-important process. To do so, we reached out to founders who have braved the naming struggle firsthand.

Founders’ stories quickly illustrated how there’s no one-size-fits-all solution for choosing a company name, as no two anecdotes were quite alike. Jared Kopf, founder of AdRoll and HomeRun, outlined some major properties of a winning name. Kopf, who had a hand in naming both Yelp and Slide, looks for consistency between the URL, company name, and product name, and told us he aims for short, catchy names that work well as both nouns and verbs.

For Vastrm, a startup custom clothing maker, inspiration struck during a moment of clarity. The name (derived from a Sanskrit term meaning “cloth”) came to the founder “during a meditation after we had exhausted week over week of names and mashed-up phrases,” Vastrm founder Jonathan Tang recalled. “Sometimes the best solutions come once you are able to let the mind go.”

Other names didn’t come about so organically. Guidebox founder Jeremy Riney built a program to generate names for the television and movie streaming service. “I created a database table and filled it with every single one syllable word that had anything to do with television,” Riney said. “I sat with the combined list for a weekend and Guidebox was the clear winner.”

The availability of the domain name is often a roadblock in choosing a name, and factored heavily into many founders’ naming processes. For ad-retargeting service PerfectAudience, domain availability was the primary jumping off point. “We basically just guessed a ton of different combinations around ‘audience’ until we found an unpurchased domain,” founder Brad Flora said. Of course, a name is only good if you can use it (legally). For app-integration service Zapier, a trademark conflict sent them back to the drawing board, after founder Wade Foster found out their original name (“Snapier”) was already taken.

Through talking to different founders, we did come out a little wiser. Here are some resources to keep in mind when considering a company name.

Survata allows you to put a company name or logo in front of online respondents and collect timely feedback. Whether your company name is meant to evoke a certain feeling or spur a more concrete association, testing it can make sure your name is having the desired effect. By targeting respondents of different geography, gender, or age, a business can make sure their image doesn’t bring up any unwitting cultural associations (e.g. orange underwear).

And, while there are plenty of resources to check for domain availability, Domize and Domainr present available and due-to-expire domain names clearly and comprehensively, and allow for purchase straight from the results page.

For domain databases that provide more in the way of idea generation, Dot-o-mator displays available names, and has a handy compound name generator that allows you to filter by naming category and criteria. Impossibility! allows you to enter broader criteria, such as adding a noun or adjective to a keyword of your choice, and quickly generates a list of unregistered domain names that fit the bill.

Sometimes a human touch is helpful when developing a shortlist of possible names, and there are a number of services that allow companies to get name suggestions from creatives around the globe. Just as 99Designs does for logos, services like SquadHelp and Naming Force allow you to describe your project and receive a bevy of crowdsourced options created by their users.

So, whether a company’s naming journey is more mystical or data-backed, there are a number of factors to keep in mind and resources available at any step. Just give it some time, don’t be afraid to seek outside help, and come up with something that wouldn’t be humiliating to wear on a t-shirt.

Advertisers can improve any campaign using consumer research. Here’s how

Advertisers have used Survata’s consumer survey service in a variety of clever ways. Here are examples of some of our favorites:

Predict banner performance

If you run display advertising campaigns, you likely invest heavily in increasing your banners’ click-through rates. You can easily use surveys to test banner ad designs and calls to action: Just show various ads to consumers, and ask which one they would most likely click. Beware, this test demonstrates “stated preference” which can differ from “revealed preference.” But this is an inexpensive way to predict which banners will boost your CTR before paying for impressions.

Screen Shot 2014-05-07 at 8.49.01 PM

Predict search ad performance

Similar to testing banner ads, you can show different AdWords text ads to respondents and ask them which they’re most likely to click on. Again, this is a stated preference and not a revealed preference. But if you’re bidding on high CPC keywords, this survey may be more cost effective than running a live CTR test on AdWords.

Screen Shot 2014-05-07 at 8.57.58 PM

Track ad recall

Is your brand message sinking in? Surveying consumers can be a great way to find out.  You can measure ad recall by surveying a target group (who saw your ad) and a control group (who did not see your ad), and asking if they remember your stellar advertisement. For online campaigns, you can usually cookie users to verify who has seen the ad. For TV campaigns, you’re left to survey the demographic and geographic segments most likely to have seen your spot. (For bonus points, read up on aided vs. unaided recall.)

Screen Shot 2014-05-07 at 8.58.14 PM

Measure ad effectiveness

After you know whether consumers remembered your ad, you should measure whether it was actually effective. Run one survey before your campaign and one survey after your campaign to look for a lift in brand awareness, brand favorability, or purchase intent. Again, utilize a control group (consumers not exposed to your campaign) to ensure the lift was not from an exogenous factor. For businesses that are not “direct response” advertisers, ad effectiveness surveys are critical to knowing whether your expensive campaigns are paying off.

Screen Shot 2014-05-07 at 8.58.25 PM

Generate keyword ideas

Any search engine marketer would love to extend their keyword list, and surveys make this possible too. Ask respondents for the terms they’re likely to use when searching for a given topic, and prepare to be amazed by how many different ways there are to search for the exact same thing. Such a process will likely lead you to keywords not suggested by existing tools, like Google’s Keyword Planner.

Screen Shot 2014-05-07 at 8.59.23 PM

Pick the right commercial

Don’t let this happen to you. Show potential versions of your TV commercial to your target audience and ask a few questions to get feedback. This ensures your ad is a winner before it’s ever seen by the general public.

Screen Shot 2014-05-07 at 8.59.55 PM

Have an idea for something we missed? Post a comment and let us know!

Fist bumps or black cars? Uber and Lyft attract users for different reasons

Why book a hotel room when someone’s apartment is left empty? Why catch a cab when you have a “friend with a car”? Such is the logic behind Airbnb, Uber, Lyft, and other collaborative consumption services that have exploded in popularity. The services are typically more convenient and less expensive than traditional alternatives, but also tote loftier implications, like bringing together members of a community and facilitating a sharing economy.

We at Survata were curious if consumers use collaborative consumption services mostly for the practical benefits (like price and convenience), or if the sharing economy ethos was a significant motivator. So we surveyed 554 people who used some of the most popular ridesharing and roomsharing services and asked why they chose to do so.

Sharing is caring

Overall, the majority of people say they used services such as Lyft, Airbnb, Couchsurfing, Uber, Zipcar, and RelayRides for practical service benefits. “Convenience,” “price,” and “level of service” were the three most common answers when consumers were asked to describe why they use the services. However, a significant portion of respondents also cited motivations more in line with the sharing community, such as “meeting new people” and “supporting individuals in my community.”

Survata_CollaborativeConsumption

Hitching a ride

When looking at customers of specific collaborative consumption services, we found that their motivations differed significantly. For example, Lyft and Uber, two ridesharing cab alternatives, draw customers for notably different reasons. Lyft aims to offer a social vibe, as reflected by their tagline of “your friend with a car” and fist bump greeting policy. Uber has a variety of service levels, from uberX, a service equitable to Lyft, to uberBLACK, which offers luxury cars at a premium price. The data shows people who use Uber are more likely to cite “level of service” and “convenience” as reasons for using the service, while Lyft users are  more likely to answer “meeting new people” and “supporting individuals in my community.”

Survata_CollaborativeConsumption2

Rooms for rent

Airbnb, while obviously operating in a different industry than Uber and Lyft, seems to have a relatively large portion of customers who list both service aspects and collaborative consumption aspects as reasons for using the service. “Convenience” and “price” were the top two answers, and “meeting new people” and “supporting individuals in my community” were also significantly above overall averages.

Survata_CollaborativeConsumption3

Our take

While fostering a community economy and bringing people together are admirable business goals, the data suggests that such aspects alone aren’t a sufficient motivator to win customers over, especially if they come at the expense of price or service level. Collaborative consumption services continue to take off (as evidenced by the popularity of the “Airbnb for x” startup formula), and we’re intrigued to see how brand messages evolve as more competition enters the market.

Footnotes for our fellow data geeks

  1. We interviewed 554 online respondents from January 22 to February 11, 2014.
  2. You can download the underlying data here.
  3. You can analyze the underlying data in Statwing here.

8 Clever Ways Online Marketers Use Consumer Surveys

Online marketers have a plethora of web tools at their disposal. We at Survata are happy to see online marketing surveys becoming a more popular one, since they can inform a wide variety of business decisions. Marketers  have used our consumer survey service in many clever ways, so we wanted to share some highlights:

Defining your demographic

When developing a product or service, it’s essential to determine your target customer. The demographic sweet spot for your business may differ from your initial hunch or evolve over time, so it’s important to test your assumptions. It’s often helpful to start by surveying the general population about using your product, and follow up by targeting demographic subsets that responded positively. Progressively narrowing in on a demographic prevents you from surveying (or worse, selling to) an uninterested group.

Survata_Data1

Learning about product expectations

Validating demand for a product description is helpful, but working through the details is important too. Perhaps your new product is missing a critical feature, or you’re focusing on a specific aspect that’s not resonating with consumers. Describe a new business to consumers, and ask them what features and services they would expect it to include.

Survata_Data2

Finding the gap in your market

While it’s important to find out what your business is doing right, it’s also helpful to know what others are doing wrong. Learning what bothers consumers most about a specific industry is a great way to find a gap for your own product or service to address. There’s no need to guess how your business should be positioned in the market when you can ask consumers what shortcomings they see in existing services.

Survata_DATA_question

Testing names, logos, and taglines

Even with a committee or several rounds of edits, companies are capable of devising logos that rub their customers the wrong way. Running a survey to test a logo, label design, slogan, or product confirms your brand makes the intended impression, and communicates the features you need it to. Quickly putting your image in front of hundreds of consumers can prevent expensive adjustments down the road.

Survata_Data4

Hearing how others describe what you do

It’s one thing to feed marketing phrases to a potential customer, but how can you be sure your message is sinking in? It’s useful to hear your value prop repeated back to you. Put a screenshot of your homepage or marketing material in front of consumers, and have them describe what your service does. It’s the same language they’d use to spread the word about what your service does, so it’s important you hear it first.

Survata_Data5

Seeing how you stack up against competitors

It’s crucial for brands, especially established ones, to be self-aware. Are you the budget or top-shelf option? Are you youthful or do you have more of a geriatric appeal? Use a “forced ranking” question to have consumers rank you against your competitors on a variety of dimensions and find out.

Survata_Data6

Ranking aspects of your value prop

Another powerful use of a “forced ranking” question type is to have consumers provide their order of preference for different aspects of your service. Does ease of use matter more than quality of customer service? Every consumer has different opinions, and their aggregate data can help inform how you make business decisions.

Survata_Data7

Indexing your important numbers

Don’t settle for a snapshot; track your most important numbers over time. Building your own index helps you track the metrics that matter to you. For example, trust in a brand can fluctuate drastically with current events, and your target consumer’s behavior can change over time. Whether they are run monthly, quarterly, or annually, indexes can show how the needle is moving.

Have an idea for something we missed? Post a comment and let us know!

Denver lost, but Doritos and Budweiser won the Super Bowl

The Super Bowl offers an unparalleled opportunity for advertisers to make an impact with consumers (that is, if said advertisers happen to have $4 million lying around). And while Super Bowl XLVIII didn’t end up being the most climactic game in recent memory, the promise of a noteworthy commercial kept viewers watching until the end. We at Survata were curious to gauge which  ads were a big hit and which dropped the ball. To find out, we reached 1000 respondents overnight, all of whom reported they watched the entire game, and asked them to select their favorite commercial from a randomly selected group of six. Check out the full results below:

1. Doritos – “Cowboy Kid”

2. Budweiser – “Puppy Love”

3. Doritos – “Time Machine”

4. Budweiser – “A Hero’s Welcome”

5. Coca-Cola – “It’s Beautiful”

6. Coca-Cola – “Going all the Way”

7. Bud Light Platinum – “Equalizer”

8. Comedians in Cars Getting Coffee – “Seinfeld”

9. M&Ms – “Delivery”

10. Beats music app – “Ellen DeGeneres”

Are your ads creating a buzz? Try Survata and find out.

Footnotes for our fellow data geeks

  1. We interviewed 1,041 online respondents from February 3 to February 4, 2014.
  2. You can download the underlying data here.
  3. You can analyze the underlying data in Statwing here.