Mobile Survey

Executive Summary

1. Objective: Merchants provide Premium Coupons to RMN users for survey data.

3. KPI Impact

User Needs

1. Store pages don’t always provide a relevant coupon for users In-Store
2.Many stores don’t offer in-store coupons
3.Poorly targeted content can negatively affect a user

Merchant's Black Holes

How do merchants gather in-store customer experience data?
1. Surveys on merchants' website.
2. Mystery shopper programs.
3. Mobile web in-store
4. Periodic Consultants

Merchant Need and RBS Validation

1. Target asked specifically asked if RMN collected survey data
2.Target currently leverages ForeSee to gather some customer data

Survey Engine Market Analysis

  • Market tool by Google
  • Leverages huge audience
  • Choose target audience, question types and get results in hours
  • Leading survey platform
  • Robust analytics
  • Online, directly emailed to audience
  • Consulting Strategists platform
  • Conducted store website surveys
  • Prioritizing increasing customer satisfaction feedbacks

Product Opportunities Analysis

1. RMN app users are shopping in-store: the perfect context to collect meaningful consumer feedbacks.
2. Merchants finally get the relevant users data, shopping customers get more relevant content promotion.

What I learnt from Google's Consumer Survey

Google Consumer survey set the entry point when you searching for a restaurant, coffee shop or a store several times and give you the several short questions to answer, all of them are relevant to the experience of visiting this store or restaurant and etc. Also users will feel they are contributing their opinions to others.

Initial thoughts & Questions

1. Non-incentivized surveys are fine if the user is delighted about the experience.
2.Asking a provocative question first will make a user more likely to engage.
3.RetailMeNot can profit by selling these reports of survey data to merchants

Wireframe of entry point and basic flows

User Study - A Survey about Survey

1. 26 participants
2. 14 Females, 12 Males
3. Thoughts towards surveys

User Study - Result Analysis

1. Reasons for taking vs not taking survey.
2. People are 4X as likely to take a survey for a reward.

Estimated KPI Impact

Monetization Pillar: ⬆Mobile App Revenue
Members Pillar: ⬆Revenue per Member, ⬇️ Member Lapse⬆ Content = ⬆Click Through >= 10%

If our average commission on a Target survey coupon is $.50 And 30,000 people fill survey
1M visits to Target Mobile Store page/quarter
If 3% fill out the survey = 30,000 users
RMN makes $15,000 from Target

If we sell service to our top 10 partners$15,000 * 10 = $150,000
If we run surveys for each store once per quarter
$150,000* 4 = $600K Yearly Revenue

Initial Prototype

Starbucks Guerilla Testing

GOAL: Testing interaction, delight and question types
SCENARIO: He/she just entered the store, and is looking to buy a drink. He/she looks for a deal with RMN
Each user completed the survey in 30 seconds
Each test took about 15 minutes

Starbucks Guerilla Testing Results



Key Findings:

Design Iteration 2

1. Design Changes on the entry point

2. Design Changes on the thanks page Testing

Question Types:


Key Findings:

Leverages & Risks


Potential Risks:




Members Team: