Google Surveys 360: Understand the Relationship Between Your Customers and Your Brand

Google Surveys 360 is the latest addition to the Google Analytics 360 Suite. The tool aims to help marketers carry out market research in a whole new way, by using advanced targeting techniques to gather fast, reliable results and gain a better understanding of their marketing efforts.

Are you tired of the long, slow and outdated methods of market research? Then Google Surveys 360 is the tool to use.

Why would Google care about market research?

Outdated research methods are extremely complex and take too long to collect results; as a result they contribute to reduced data quality and poor respondent experience.

Google moved into the market research space because improving online and mobile research fits perfectly with its mission and core values. With Google Surveys 360, optimising the respondent’s experience is key and as a result, it leads to better data quality.

How does Google Surveys 360 work?

Google has access to the over 1000 publisher websites and the largest Android panel where surveys are hosted.

Using clear incentives, users answer questions in exchange for premium content on those publisher sites and Google Play credits on the Android Panel.

Using the DoubleClick cookie, the surveyor is able to target users based on their location, gender and age.

You have the ability to send questionnaires to a very targeted audience as users can be screened before being served with surveys. For example, if you wanted to market a new helmet for cyclists, you can use screening via a custom panel to ensure you reach cyclists with your surveys.

Google Surveys 360 uses advanced targeting techniques including the following:

• Custom Panels allows you to create a custom panel of respondents who are the ideal audience for your surveys (e.g. tube or rail commuters) and revisit that audience for additional surveys in the future, allowing you to eliminate the need for screening questions.
• Occupational Targeting allows you to target your surveys to users’ specific occupations and industries such as healthcare professionals, etc.
• Postcode Targeting allows you to granularly target users at a postcode level, which will enable you to target users in postcodes where your stores are located for instance.
• User List Targeting enables you to use Google Remarketing lists to reach users on your cookie lists e.g. users who have visited your site but abandoned their shopping cart.

The surveys are compatible with desktop and mobile which means that your survey will be displayed clearly regardless of the device category.

Why use Google Surveys 360 over other tools?

For starters, with its advanced targeting options you have the ability to target the right person for your business with simple and respondent friendly question formats.

With access to over 1000 Publisher websites and the largest Android panel to host surveys, one can be sure to reach a large number of users.

The surveys are compatible with desktop and mobile which means that your survey will be displayed clearly regardless of the device category.

You will have a contract with 360-aligned terms of service, a dedicated Account Manager and an SLA with service uptime survey completion; not forgetting access to training material and webinars. Did I mention that you only pay for a completed and submitted survey? Now isn’t that great?

When to use Google Surveys 360

Brand awareness: you can design questions to help you understand how users feel about your brand or specific product.

Consumer research: this can help you understand how, when and where users intend to shop. For instance, the upcoming holiday season, Valentine’s Day, etc. Identify trends and get your business ready for the busy shopping periods.

Ad effectiveness: target Google remarketing lists to help you measure campaign performance and ad recall.

Brand tracking: running recurring surveys to help you understand the position of your brand against your competitors’ is so valuable for any business.

If you have any questions or need our help in using Google Surveys and Google Surveys 360, we are here to help.

Happy surveying!

To view this blog written by Lydia Nakamanya on the Periscopix website, please click here.