For companies that need to collect data on their consumers, the most efficient way of conducting market research is often through online surveys due to their low cost and time-sensitive nature. There are a number of ways to do this including soliciting survey responses through e-mail like New England Coffee, printing URLs and codes on receipts in-store like Old Navy, using a third-party service like e-miles, or simply prompting site visitors to take a quick survey. One of the best examples I’ve seen of the latter is a recent effort by Hulu.
One of the key principles of conducting online market research is that there needs to be a benefit to the respondent, such as being entered to win a prize or given a coupon, otherwise you won’t get a high quantity (or quality) of responses. Last weekend I logged onto the popular video site Hulu and was immediately prompted to take a survey. While I usually pass on opt-in online surveys, something about this one caught my eye. In exchange for a few minutes of my time, Hulu was offering to donate ad space on its site to a charitable organization, and I would be able to pick the cause. So although I was eager to see what I missed on the season premiere of The Real Housewives of New York, I couldn’t pass on the opportunity to help a non-profit (or learn more about this promotion).
After completing a very short survey (another key to successful online market research), I was brought to a page where I could choose one of seven non-profits to receive 250 impressions on Hulu’s site. There were also links to learn more about each organization.
I’m a big fan of this strategy because the offer is truly compelling. When a brand asks users to take a survey without offering anything in return, it can make users feel taken for granted. You want me to buy your products AND visit your website AND take a survey? What’s in it for me? Offering a reward helps, I might be willing to take a survey in exchange for a $5 coupon. But what are the chances I’ll remember to use it anyway? By taking a survey to help a non-profit, I’ve instantly gotten my reward. I not only want to take the survey, but I feel a responsibility to do so. I also have a choice as to which non-profit I want to help. It’s the most compelling offer I’ve seen to participate in online market research.
I’m also excited about this campaign because it’s a great opportunity for non-profits. At Boston Interactive, many of our clients are non-profit organizations and it’s great to see these types of organizations getting attention on a site that gets nearly 1 billion views a month. And the ad space isn’t the only exposure these brands get. Survey respondents have the chance to visit each organization’s site and learn more about them, a chance for exposure in and of itself. Wouldn’t it be wonderful if other video sites, such as local news stations, network websites, and even on demand programming emulated Hulu’s market research formula, giving more non-profits the chance to get their messages out?
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