Roku Case Study - QuestionPro

QuestionPro Entertainment Industry Survey Software Solutions at Roku

Roku, Inc. Tracking More Information and Adding More Value than Ever Before

Roku is the market leader in streaming entertainment devices designed specifically for the TV. Roku was seeking ways to better gather information from its customers. Roku began working with QuestionPro in spring of 2010 in order to gauge consumer sentiment via a very accessible, robust survey platform.

Roku was seeking a research platform that would allow it to:

1. Solicit ongoing customer satisfaction metrics from its pool of new and existing users.
2. Create custom surveys on specific questions with a quick turnaround.
3. Allow it to perform complex analyses and complicated programming (including branching, skip logic, conjoint analysis, and more).

The QuestionPro tool is flexible enough to meet the needs of the various departments and is used company-wide. The web team, for example, uses QuestionPro to track and gauge customer satisfaction on Roku.com. After a few minutes of browsing, a pop-up survey appears inviting the user to share their feedback. If they agree, the next screen introduces the QuestionPro survey that queries the visitor about Roku and the site experience.

QuestionPro supported Roku’s goals to use a research platform that allowed it to better connect with its customers. Since using the QuestionPro research platform, Roku has:

1. Tracked 90% more information than it was able to with its previous research platform.
2. Fielded five times as many surveys as it did with its previous platform.
3. Performed more rich analyses of its users, including deep dives into their various audiences and generating in-depth usage and psychological profiles.

This information was shrewdly analyzed by Roku’s team, including their top executives and has informed Roku’s decisions on several levels. For its last generation of products, Roku made several changes as a direct result of user suggestions, including:

1. New features like a Newscaster channel, USB transfer capabilities, and more.
2. A significant savings in research. Because Roku can now design complex surveys in-house, they save thousands of dollars on conjoint analysis alone.

"We approached QuestionPro with multiple research demands, including a simple user interface, the ability to program complex survey logic, send high volumes of survey invitations and store massive amounts of data, plus a flexible, intuitive analysis tool that allows us to see relationships in the data in real time, as it comes in from the field -- all with a reasonable price tag," stated Lisa London, Research Manager for Roku, Inc. "After fielding dozens of surveys with QuestionPro, we have been pleased with our decision to use their sophisticated research platform

Applying Insight Voice of the Customer programs is now being implemented across audiences and industries in order to help businesses better serve their customers. However, according to a study, “despite widespread collection of customer feedback, only 30% of firms systematically incorporate insights about customer needs into their decision-making processes