Run easy online surveys to drive better business decisions

Gathering insights

Time to complete:

4 minutes


Let’s say you’re considering making an important change to your business. Maybe you’re thinking about changing your logo, launching a new product, or even pivoting your entire business model. Before you make that big decision, you’ll want to gather opinions from current and potential customers. But figuring out how to collect those opinions can seem daunting.

This lesson will show you how you can use Google Surveys to run quick, cost-effective online surveys to gather insights about your current and future customers. We’ll also share tips on putting insights to work to help inform your business decisions.

What are consumer insights?

Consumer insights are bits of information that are unique to your target audiences — the people who are your current customers and others like them who may become your future customers.

If you’ve put some energy into building your business, you probably have a good understanding of your customers and how to attract them. You can hone your approach by digging deeper into what they like about your products and services and what compels them to make a purchase. Using this information, you can make smarter decisions about your business and the way you reach out to customers to entice them to buy from you.

Reaching beyond your current customers with Google Surveys

To grow your business, it helps to look beyond your existing customers and tap into insights about people who might turn into future customers. Start by conducting a business survey yourself online with Google Surveys.

Google Surveys allows you to quickly run simple surveys using a built-in audience of people all over the internet. With Google Surveys you can:

  • Launch your survey quickly using an online tool.
  • Get results in as little as three days.
  • Find enough people to take your survey without hunting for them.
  • Spend as little as 10 cents for each simple survey response completed.*
  • Ask up to 10 questions.*
  • Target specific audiences.*
  • Ask more complex questions such as multiple choice, star ratings, or even questions with images such as a new logo or product photo.*
  • See easy-to-understand charts and graphs of your results in an online dashboard.
  • Share survey insights with people in your organization.

* Note: Costs and response time may increase for surveys that use more complex questions or targeting.

Who you can reach with Google Surveys

With Google Surveys, tens of millions of people all over the internet see questions each day as they browse the web. The questions show up when they want to see premium content on respected news, entertainment, and reference sites. Answering the survey questions gives participants free access to the content on the site they were browsing. Questions also appear in the Google Opinion Research mobile app, where respondents earn Google Play credits.

By default, Google Surveys are shown to an audience that’s balanced across age and gender for each country. But you have the option to home in on your preferred audience. You can select audiences with specific attributes such as age, gender, country, or even Android smartphone users. Or you can ask respondents screening questions to find niche audiences such as people who own a truck or like dogs.

These options increase the cost, but can deliver more valuable business insights. You’ll only pay for answers from people who fit your audience profile and complete your survey.

Filter participants based on demographics or set up a series of screening questions.

How to use Google Surveys

Now that you understand the power of Google Surveys to deliver useful consumer insights quickly, here are some ways you can put them to good use:

  • Picking a new name. When you’re considering names for your business or a new product, collect feedback on which one consumers prefer.
  • Choosing images. If you’re looking at options for a new logo or other imagery, ask people to rank it, select which they prefer, or tell you what springs to mind when they see it.
  • Testing a new product idea. If you want to launch a new product or service, ask people if it addresses a current need or problem for them, and if they want it.
  • Sizing your market. To find out if there’s a big enough audience for your business idea, you can set up the survey to find out what percentage of people might meet a particular criteria, such as “people who live in apartments and own dogs.”

Analyzed data is delivered in easy-to-navigate graphs so you can easily draw insights.

Using Google Surveys gives you a quick, easy, and cost-effective way to tap into consumer insights that can inform your business decisions. You can reach real potential customers and get their feedback about your ideas for products or marketing approaches. With access to millions of real people every day, you can reach a representative sample of potential customers or home in on your preferred audience, getting useful insights in as little as three days.

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