What surveys people run with SurveyMonkey? Top-line Alex Lomizov Rovinj, July 18th 2012

Key findings

— Half of SM surveys — i.e. hundreds of thousand per month — are non-free (on paid accounts)

— The most popular survey type is exploratory, mostly idea validation

— Exploratory surveys are much more likely to be non-free than all other types à that’s where money is

Methodology & sample

— Direct observation — River sampling — N=100 of links to SurveyMonkey

surveys placed on Twitter — Data collection between

July 16th and 18th 2012

Approximately half of the surveys belong to paid accounts

53%

Belong to free

accounts

Belong to paid accounts

47%

That translates into 250-300 thousands paid surveys per months

Half of the surveys are exploratory and show no common pattern in design and set of questions

18%

17%

51%

8% 6%

Exploratory

Customer feedback

Voting/Poll Recruit/Form

Other

9%

5%

B2B services Charity Telecom Government Medical Education Social media Non-profit

5% 6%

11%

Distribution of q’re length beyond free account limit is really wide

4

1111

3

12

11111

3

5

11122

1

6

23

17

76

2

443

1

55

26 24 20 1 6 8 4 22 2 38 40+ 34 36 12 10 32 30 28 18 16 14

Number of questions

Free account limit

Paid surveys are highly skewed toward exploratory studies, thanks mainly to SM pricing model

8% 75%

Customer feedback

25%

51%

18%

44%

Exploratory

43%

57% 56%

67%

Free accounts

Paid accounts

33%

Voting/Poll Recruit/Form

6%

Exploratory surveys

— Wide range of topics and questions — Generally poor quality, no matter if

it’s paid account of free — Mostly market validation and pricing

questions, but poorly articulated and using no best practices