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Google Surveys
Google consumer surveys logo.png
Google consumer surveys screenshot.svg
Initial releaseMarch 29, 2012 (2012-03-29)[1]
Operating systemCross-platform (web-based application)
TypeStatistics, Surveys[2]

Google Surveys (formerly Google Consumer Surveys)[3] is a business product by Google aimed at facilitating customized market research.[1] This product was designed by Google as an alternative to internet pay walls for websites that publish content. The program was launched by several online publishers such as Pandora, AdWeek, and the New York Daily News.[4]

Google Surveys is part of the Google Marketing Platform.


Diagram of the model
Diagram of the model

For survey creators

Google Surveys provides both a web interface with which to design the survey as well as the audience that takes the survey. The survey questions are subject to some requirements in length and content.

The survey creators are the source of money in the model.

Monetization by Google

Google receives money from business customers such as market research firms and small businesses who create the surveys. In addition to the paid services, Google also offers a free survey for websites with predefined questions targeted at people visiting the website.[5]

For publishers

Every time a user responds to a survey, the publishers earn US$0.05.

For consumers

The consumer surveys work as a paywall (also called a "survey-wall") for websites offering premium content.[6]

Users visiting these websites have the option of responding to a survey to access content for free.[7]


The product was launched on March 29, 2012.[8][9]

On February 19, 2015, Google announced Consumer Surveys as a platform for publishers to monetize their online content.[10] Initially, this platform will be available only for publishers from USA, UK and Canada.[11] Publishers payments are made through the AdSense payment system, but the platform has its own management and reporting console.

On October 19, 2016, Google announced that it had renamed the product from Google Consumer Surveys to Google Surveys and was moving it to part of the Google Analytics product suite.[3]


Google Surveys results page
Google Surveys results page

Notable uses of Google Surveys include voter information tools and behavior surveys of holiday travellers.[12] Google Surveys published voter opinion polls leading up to the 2012 US presidential elections. According to New York Times' blogger and statistician Nate Silver, the Google Surveys' election polls were ranked second in terms of reliability and lack of bias in predicting election results.[13]

Pew Research Center has conducted a series of tests to evaluate Google Surveys in consultation with Google. In November 2012, Pew independently published an analysis of the results up to that point which stated in part that a "comparison of several demographic questions asked by Pew Research indicates that the Google Consumer Surveys sample appears to conform closely to the demographic composition of the overall internet population".[14]

Google Surveys has been compared to SurveyMonkey (which also offers both a survey creation interface as well as a way to purchase an audience), where it was praised for its low cost per response but was found to have less flexibility in designing the survey.[15][16]

Google has also reviewed Google Surveys in a white paper, concluding that "Google Consumer Surveys can be used in place of more traditional Internet-based panels without sacrificing accuracy" while also stating that "[s]ince Google Consumer Surveys only allows one-question or screening two-question surveys, analysis of the relationships between survey questions are difficult or sometimes not even possible".[6]: 10 

See also


  1. ^ a b McDonald, Paul. "A new way to access quality content online". Retrieved 11 November 2012.
  2. ^ Scott, Martin (27 August 2012). "Customer research easier in digital era". USA Today. Retrieved 20 February 2013.
  3. ^ a b McGee, Matt (October 19, 2016). "Google Surveys 360 joins the Analytics 360 Suite". Marketing Land. Retrieved October 21, 2016.
  4. ^ Indvik, Lauren (March 30, 2012). "Google Partners With Publishers on a New Kind of Paywall". Mashable. Retrieved 11 November 2012.
  5. ^ "Pricing". Google Consumer Surveys. Retrieved September 22, 2016.
  6. ^ a b McDonald, Paul; Mohebbi, Matt; Slatkin, Brett. "Comparing Google Consumer Surveys to Existing Probability and Non-Probability Based Internet Surveys" (PDF). Google Inc. Retrieved September 22, 2016.
  7. ^ Peoples, Glenn (March 30, 2012). "Business Matters: Google Consumer Surveys Pick Up Where Micropayments Left Off". Billboard. Archived from the original on 9 November 2012. Retrieved 11 November 2012.
  8. ^ Shields, Mike (March 29, 2012). "Google Unveils New Revenue Option for Web Publishers. Microsurvey product to provide an alternative to paywalls". AdWeek. Retrieved March 18, 2017.
  9. ^ Schwarz, Barry (March 29, 2012). "Google Launches Consumer Surveys". Retrieved March 18, 2017.
  10. ^ John, Tony (19 February 2015). "Google Consumer Surveys: An additional way to monetize your site". Retrieved 19 February 2015.
  11. ^ John, Tony (19 February 2015). "Google introduces Consumer Surveys Platform for publishers". Techulator. Retrieved 19 February 2015.
  12. ^ PR Web (November 8, 2012). "Older Consumers Plan To Do the Most Holiday Shopping Online". Times Union. Retrieved 11 November 2012.
  13. ^ Silver, Nate (November 10, 2012). "Which Polls Fared Best (and Worst) in the 2012 Presidential Race". The New York Times. Retrieved 11 November 2012.
  14. ^ "A Comparison of Results from Surveys by the Pew Research Center and Google Consumer Surveys". Pew Research Center. November 7, 2012. Retrieved September 22, 2016.
  15. ^ Ryan Rigoli (February 9, 2016). "Head-to-Head: SurveyMonkey vs. Google Consumer Surveys". EM Marketing, Inc. Retrieved September 23, 2016.
  16. ^ "Google Consumer Surveys: A Guide for Content Marketers". Siege Media. November 6, 2014. Retrieved September 23, 2016.