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SaaS has been in the headlines for all the wrong reasons. But I am curious about the survey business.
Surveys as a Service, or the survey industry in general, feels ripe for real AI disruption. If you have ever taken a survey from GLG, Coleman Research, or the dozen other expert networks serving up surveys, you have felt the pain.
They get you with the email or text that says $50 for 10 minutes of your time. Trends in wealth management or Financial Data Competition. The topics and how much they pay out vary. The catch is you have no idea if you qualify. What’s worse is that even if you click to accept within minutes of receiving, the survey may be closed. BUT you don’t find out if the survey is closed or if you qualify until you do 10+ minutes of pre-screening questions. What is even more painful is the bugs in the software, the UI/UX feeling like early 1990, and then half the time they have mistakes like \d]3\=2 * {type here} {next step 4 if 1=2} throughout the survey. Obviously some weird logic that shouldn’t be visible to the end consumer.
This is obviously a place where disruption, experience, and quality can be improved. It is also a data problem. I shouldn’t be getting surveys I don’t qualify for. The software, if AI were baked into the tech stack, should learn from my answers to better target surveys to me that matter.
In an ideal world, companies would also offer a voice option. Why do I have to click for minutes upon minutes? Use a voice AI like Ribbon.ai, which is a Social Leverage portfolio company, and embed their voice AI capabilities so I can talk to AI rather than clicking.
I know there are lots of companies looking to disrupt or change the business models of expert networks. I hope to see these expert networks also start to embed new survey technology. Maybe they aren’t incentivized to change their ways, but they could save unbelievable amounts of money and make the expert or survey taker experience 100x better, which would lead to better efficiency for everyone.
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