Live Tweet #MAMRA2015

Democratization of

Research Chuck Brinker

Director of Program Design at SurveyMonkey

Democratization of Research

My path…

Client Marketer Agency Planner Agency

Researcher

My path…

Solutions Designer

Launched

Audience Zoomerang

& Zoompanel created in this

apartment

Moved to

Palo Alto and

hired new team

for growth

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2001 2000 1999

Profitable

from day one

Nu

mb

er

of

su

rve

ys

co

mp

lete

d

Moved to

Portland and

hired first

employee

2013

43,000,000+

2012 2014 2015

Launched

SurveyMonkey

Enterprise

Fluidwar

e

Wufoo

SurveyMonkey’s path An unconventional road to Silicon Valley

Our discussion today

How has it changed the

research “product”? How has it

changed the

industry? What caused the

democratization of

research?

How has it

changed the

researcher’s role? Has research been

democratized?

How has it

changed the

research org?

Already democratized?

YES

What caused it?

Technology Access

“Sexy stuff sometimes

happens when you

make mundane things

easy and accessible.”

-Mikkel Svane, Zendesk

Industry change?

A mix of new and old…

But if we really need validation…

Explicit Data

Implicit Data

The offering is changing

Piles of data

Point-in-time

Long timelines

Black box analysis

Rigid tools

Extremely expensive

Business-critical data

Longitudinal

Quick-turn

Value-based analysis

Dynamic tools

Cost effective

More data,

more dilution Correlate to

other data sets

Implement

insights faster

But clients will need to adapt too

Early and often allows for optimization of dollars

Test

Test

Test Test

Test Test

Learn

Learn

Learn Learn Learn

Learn

Refine

Refine Refine Refine Refine Refine

Org change?

Data Business

We are always here to help

Core Data Services Platform

SurveyMonkey by the numbers

Users create surveys

Users send surveys to their respondents

Respondents take surveys

When they finish, they can sign up to take more

They join Contribute, our member site

They receive invites to take more surveys

They earn donations for our charity partners

For our great partner organizations

Who earn meaningful contributions

We recruited 5M+ people to take surveys and we’ve profiled them on hundreds of different demographic and behavioral

attributes so you can target the audience you need

Research change?

Create

Choose

Collect

Analyze

Automate

Role change?

Finance Ops/G&A

Data

Processing

Sales

Mar/Com

Research org

Quant Qual

Client

G&A

Sales/

Sales Ops

Mar/Com

Research org

AM Sales

Client Engineering

Product

Management

Biz Dev/

Corp Dev

Research

Expert

● @chuckbrinker

● in/chuckbrinker

● chuckb@surveymonkey.com

Thank you.