I have been asked as few times about my opinion on Google Surveys. There is not doubting that there has been a significant amount of conversation on the impact Google Surveys will have the Market Research market. From panel providers to the technology vendors there has been a great amount of rumour and fear.
What strikes me is that like most providers in the research market the breadth of client questions we are looking to answer means that there is no one size fits all and certainly Google, for now, does not have the capability to answer all of the questions posed by the end clients.
Interestingly for me I think the area people have overlooked is the areas of media and advertisement testing, one of the most competitive and sensitive areas within the research market.
Since Susan Wojcicki’s post back in February 2013 I have always broadly assumed that Google’s end game is to provide an low cost way that end clients could validate and test media and ads in market blend this data with the free tracking data already provided.
In the developer area of google you can now find a sentiment engine which enable you to take the survey and model data.
Look at the question Google expects its clients to be able to answer
- Given a user’s past viewing habits, predict what other movies or products a user might like.
- Analyze posted comments about your product to determine whether they have a positive or negative tone.
- Guess how much a user might spend on a given day, given his spending history.
Perhaps its not beyond the realms of anyone at Google to provide an benchmark index of media test against which your ad or media would be tested.
So my take, rather than us focus on the mechanics of what Google provides, I think we should focus on the questions it would like to answer. For a company that dominates online advertising and owns the largest global video channel perhaps should we be surprised that its focus might be to look at how might look to find a way support those revenue streams.
In certainly has or is building the capabilities to support this. For those global entities for whom media and ad testing is a key revenue stream we might expect some slightly different presentation from Google moving forward.