Sign reading, "Ask more questions"
Google revamped its survey products to get marketers to ask more questions. PHOTO: Jonathan Simcoe

Google has delivered a two-pronged enhancement to its survey product.

It's created a new version to provide enterprise level marketers with a tool that that’s integrated into the Analytics 360 Suite and moved its newly renamed existing consumer-level survey tool under the Google Analytics umbrella.

The goal is to refresh functionality to more accurately capture consumer sentiment with better metrics.

Google Surveys 360

Enter Google Surveys 360, online marketing research which sits inside the Google Analytics 360 Suite.

According to Google:

  • "Google Surveys 360 makes it easy for anyone in the organization to create a survey, find a specific audience sample, and generate statistically significant results — in just a few days. It's flexible and powerful, with advanced features that include custom panels to survey specific audiences and the ability to measure ad effectiveness, target by geography (ZIP code), industry and occupation."

Consumer-Level Survey Tool

Google Surveys 360 stands alongside Google Surveys, Google's consumer-grade pay-as-you-go online market research tool.

Originally marketed as Google Customer Surveys, the product is now integrated into the analytics platforms.

Faster Market Research

Google Surveys reflects demand for fast, accurate market research is quickly. Online surveys are increasingly integrated to in-house solutions to allow results to be pulled faster into analytics reporting.

Such positioning eliminates typical delays of traditional research, which Google defines as “hiring a research firm, waiting three months or more, and then getting data that's followed and not shareable.” 

How Google Surveys Work

To use Google Surveys, users can navigate to a user interface like many of its other well-known platforms.  The interface looks like the image below. 

Google survey screen
Google Surveys interface

Users can filter to an audience and select questions.  Single answer, multiple answers and rating scale are the available formats, while the audience selector filter survey participants based on age, gender, and the location in which they are accessing the survey. Pre-qualifying questions can be added as well.

Google Surveys provides respondents by sending your created survey across the Google network. It determines the age, gender and location of respondents based on browsing history and IP. This approach ensures that there is a large representative sample to support statistics behind the results.

Personalization Strategies

The features in Google Surveys 360 reflect a larger movement to incorporate programmatic features into A/B testing. Recently, both Google and its analytics rival Adobe have added new features and optimization options.

Those changes ultimately lower the cost of acquiring larger volume of data to ensure testing accuracy.  Surveys’ campaign pricing — only a few cents per number of responses users select — is an example.

Google surveys incorporate personalization strategies that enable marketers and publishers to target surveys to specific user groups who have been exposed to specific content or taken specific actions.

Mobile Audience Options 

For example, retailers can deploy Google Surveys 360 to respondents who viewed a content item on a website. This can be particularly helpful for mobile sites, since Surveys also allows for an Android selection among audience options.

But that raises the question of mobile users from other devices: How are they accounted for?

Some features are still in development, but for more about how Google Survey works, check out this post from Ray Beharry and learn about his experiences with the new tool.