Way back in August 2012, I wrote about two online survey platforms: Survata and Google Consumer Surveys. At the time, Survata had just launched, and Google Consumer surveys had added additional functionality.
I’ve caught up with executives at both survey platforms; this post brings you the latest updates on these two online survey solutions.
Although it is never easy to compete with Google, we still believe both Survata and Google have interesting offerings. The market for online surveys is large enough that more than one company will likely survive. Depending on what your online survey involves, both of these companies may provide an interesting offering for programming and conducting interviews online. They both have limitations for their survey platforms, and any survey programmed on Survata or Google Consumer Surveys needs to fit within those limitations.
How they conduct online surveys
Survata and Google Consumer Surveys use similar models for research. Online consumers can access premium content on publisher sites in exchange for answering research questions. Companies pay Survata or Google to gather data, and Survata or Google pay publishers for the content.
A high-level comparison of survey platforms
- Number of questions: Google now offers up to ten questions per respondent, while Survata can run up to six consecutive questions per respondent. They both can provide cross tab analysis.
- Cost: The companies are on equal footing with price – next to nothing to get started. They have no minimum survey cost and depending on the scope of the project, prices can be upwards of $2,000.
- Quality of data: Both companies stand behind the quality and reliability of their data. Google claims that it owns the data and has been using it for years to target advertising campaigns. To learn about Google’s pursuit of industry-leading quality data, click here. Survata buys data from multiple sources, yet age and gender are self reported. Survata says it is building its business on the quality of its data and does perpetual validation of data through techniques such as looking at response speed and adding trap questions.
Google’s obvious strength with this service is that it is Google. Google serves up a lot of content where their surveys can appear worldwide. Based on Google’s history with other products and services, we’d expect that their online survey platform will continue to improve over time.
While we doubt Survata will ever be the 800 pound gorilla, it offers a significant alternative for those that want a more hands on service. Perhaps their most attractive selling point is that a trained survey analyst reviews every question and offers free advice. This “aided self-serve” approach is designed to allow clients to get the most of out the data. In addition, Survata now serves international English speakers in Canada, Australia, the UK, Germany, Italy, France, and Spain.
MMR Strategy Group