Market Research Solutions

SurveyMonkey was a general-purpose platform where anyone could create a survey. Market-research customers needed a more complete experience: who to ask about an ad or product concept, how to validate it, and how to use the findings in a decision.

The team first focused on customers who traditionally hired full-service research firms and those who built their own surveys to test ads and product concepts. We designed MRX so they could find and compare the existing SurveyMonkey Audience product and seven automated Concept Testing solutions in one place.

The strategy and research teams first used a market-opportunity survey of more than 1,000 people to identify 12 candidate use cases. I used that prior work as a starting point, learning the workflows of our in-house market researchers who ran concept tests ranging from ad campaigns to messaging strategy. I then took part in interviews and usability tests with 21 industry professionals.

We learned which audiences customers needed, what they were willing to pay, and which outputs they expected when testing ad, product, packaging, messaging, brand-name, logo, and video concepts. The team narrowed the work into four categories and seven Concept Testing solutions, while I translated the criteria customers used to judge audience, price, and deliverables into the product flow.

Prior market-opportunity survey

1,000+

Industry-professional interviews

21

Use cases · categories

12 · 4

Concept Testing solutions

7

I did not assume customers would find the right solution simply because the product existed. I used a sitemap and wireframes to connect the full journey: compare products on a marketing page, understand pricing and what is included on the detail page, then start using the product.

I led two designers and worked with strategy, product, research, marketing, and engineering from kickoff through QA. Even when different teams owned different screens, my role was to make the journey feel like one coherent experience to the customer.

Instead of waiting for one final approval, we reviewed work with key stakeholders every two weeks. We discussed product definition, messaging, and information order, then carried those decisions directly into the next usability test.

Three questions kept returning in the interviews: Can I reach the audience I need? What is included in the price? What can I show stakeholders from the automated results? I turned those questions into the information priorities for the experience.

• Target-customer fit: let customers confirm audience criteria early
• Price and included value: explain scope and deliverables alongside cost
• Expectations for automated results: show the analysis customers will receive and how it can be used

The first version gave all seven solutions equal weight. The revised Marketplace separated Expert Solutions clearly and added SurveyMonkey Audience, allowing customers to compare automated solutions and research panels in one place.

The interviews showed that customers were less concerned with price alone than with unclear scope and deliverables. The revision explained response quality, automated analysis, turnaround time, targeting, and sample outputs in one flow.

Rather than adding more features, I reordered the content so customers could judge cost and value together.

We introduced the product at the Market Research Event and connected interested attendees to the Early Access Program (EAP) sign-up page. More than 1,100 people attended, including about 500 client-side market researchers, generating more than 400 Marketing Qualified Leads (MQLs).

The EAP recorded 150+ enrollments, followed by paid conversions and contracts. These were team outcomes across product, research, marketing, sales, and design.

Event attendees

1,100+

Client-side market researchers

Approx. 500

MQL

400+

EAP enrollments

150+

The launched MRX hub brought SurveyMonkey Audience, Expert Solutions, and Research Services into one place. Customers could start with the research problem they needed to solve instead of already knowing a product name.

After launch, MRX became one of the three core products SurveyMonkey focused on at the time, alongside Customer Experience (CX) and Employee Experience (EX).