You know that moment when you leave a restaurant, turn to a friend and gush about the onion rings? The restaurant would really appreciate that feedback in the moment, as well as the kind about the onion rings sucking. Real-time surveys are the best way to mine raw customer data and adjust accordingly, and a partnership between mobile feedback platform Osurv and Caesars Entertainment is bringing them to the Linq.
By mobile, I don’t mean some guy with a clipboard on roller skates. I mean a sleek template on your smart device. If you engage with the survey, its creators promise “questions that people love to answer.”
Osurv founder and CEO Jad Meouchy—who launched the company in 2012 with co-founders Daniel Abram and Aaron Abram—says the research industry as a whole has failed to adapt to the mobile age, to the tastes (and attention spans) of the “connected guest.”
With Osurv, Meouchy says, “There’s a lot of factors that go into it: visual design, overall structure, kind of the flow of it. All of those pieces create a whole that’s a little bit greater than the sum of its parts, because we just address what we believe to be all the biggest pain points with that survey experience. So it just feels good.”
“Part of it is the storyline,” Aaron Abram adds, explaining that from the moods evoked by the slide colors (they tested thousands) to the adaptive nature of the questions (they change based on factors like time of day), it’s not the kind of survey that drives you to zone out. “Right now the survey experience everywhere else, it’s like they’re speaking to somebody who’s sitting in a lab—a professional survey taker. … And we are talking to human beings. It’s about respecting the person that’s on the system.”
That involves knowing specifics about where you are and what you’re doing, so questions are actually relevant to you. Signage around the Linq prompts guests to connect and offer feedback, and Meouchy says that Caesars Entertainment is considering incentives from free drinks and desserts to slot credit.
The company is also interested in Osurv’s pioneering “psychographic” analytics, glimpses into consumer “personalities, attitudes, opinions and beliefs” and how they impact buying behavior.
Meouchy acknowledges that surveys have a long way to go to shake their clinical reputation. He says that Osurv isn’t trying to reinvent the way people communicate but to catch the feedback industry up to the way customers engage with the world around them.
“We want people to enjoy giving feedback,” Abram says, “not to learn to hate it.”