Marketing Pilgrim's "Research" Channel

Sponsor Marketing Pilgrim's Research Channel today! Get in front of some of the most influential readers in the Internet and social media marketing industry. Contact us today!

Google’s Consumer Surveys Create Paywall Alternative



We have seen enough around the web about this innovative way of creating a “paywall” that is not really a paywall for publishers premium content. What’s that you say? A paywall that’s not a paywall.

It’s actually a viewing “speed bump” if you will. Google Surveys allow companies to gather market research as publishers require visitors to premium content areas to answer survey questions to get to the content. In theory it sounds at least interesting especially for publishers looking to create revenue streams without taxing their readers. The cost falls on the survey data collector who pays Google who then pays the publisher for each completed survey.

Here’s the video from Google’s Small Business blog.

The post explains further

Here’s how it works: people browsing the web come across your questions when they try to access high quality content like news articles or videos. Answering the question gives them near instant access to the page they want. All responses are anonymous; they aren’t tied to users’ identity or later used to target ads. This provides an alternative to the traditional paywall model: site visitors don’t have to pull out a wallet or sign in, publishers get paid as their site visitors respond, and you gain insight into what people think — for just $0.10 per response for the general US population or $0.50 per response for custom audiences.

Notice the emphasis on anonymity ;-).

As I said, in theory this seems fine but if there are suddenly thousands of surveys popping up everywhere so bloggers can collect nickels the backlash might be real. Then again it may not since premium content, in this example at least, will appear to the end user as “free” although it will require additional time and effort which costs something. Sounds a lot like a pitch for social media doesn’t it?

Happy data collecting!