SurveyMonkey to sell comparative data

SurveyMonkey, the Palo Alto, Cali., online polling platform, today announced the launch of Benchmarks, a subscription analytics tool which will mine millions of survey responses for insights into customer satisfaction and behavior.

According to CEO David Goldberg, providing “contextual benchmarks to survey results” will help clients make better use of SurveyMonkey data. Goldberg described this as an evolution from democratizing data collection to “democratizing comparative data.”

Benchmarks aggregates survey responses across the SurveyMonkey database to develop quality benchmarks against which individual companies can measure performance. Initially, at least, the benchmarks will be updated quarterly. Benchmarks can be segmented by specific industry attributes to generate more granular results. Data will be anonymized for comparative purposes.

As part of Benchmarks, SurveyMonkey has created survey templates to gather data on indexes such as website performance, customer satisfaction, and employee engagement. The paid service will allow clients to rank their metrics against those of competitors. 

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