Yandex.Vzglyad: 5 Real-World Case Studies for Successful Use

Contents:

• The effectiveness of Yandex.Vzglyad: audience, functionality, and cost
• Efficient use of the service: examples from Yandex practice
• Marketing research: experience of using Yandex.Vzglyad

The effectiveness of Yandex.Vzglyad: audience, functionality and cost

The Yandex.Vzglyad service allows you to conduct surveys among users of various platforms, including Kinopoisk and Yandex.Zen. Respondents are selected based on key criteria such as geographic location, age, gender, and interests. This allows for a targeted audience and the collection of high-quality data for analysis. Using Yandex.Vzglyad, companies can effectively study user opinions and preferences, thereby improving products and services.

The maximum number of participants per survey is 2,000, and the minimum is 100. This ensures a diverse range of opinions and the reliability of the data collected. Surveys with such a range of participants are capable of producing more accurate and representative results, which makes them an effective tool for public opinion research.

Users can choose from a variety of survey response formats. There are both simple and advanced surveys. Simple surveys include up to 4 questions, where respondents can select one or more answer options or rate on a numeric scale. Advanced surveys offer more features, including open-ended questions and more complex response mechanisms, allowing for more detailed and varied data from participants.

Advanced surveys can include up to 15 questions, offering respondents a variety of response options. Possible response formats include single- or multiple-choice, emotion-based scale ratings, star ratings, image comparison, and free text input. This diverse approach to surveys allows for a deeper analysis of participant opinions and preferences, ensuring more accurate and informative results.

Surveys can be conducted on a variety of topics. Theoretically, you can formulate any questions you want, but Yandex.Vzglyad offers ready-made templates for standard research. This list includes standard templates that will help you quickly and efficiently collect the necessary information. Using these templates will save time and improve the quality of your surveys, as well as ensure the accuracy of the data collected. UX testing: questions about the design of a website, app, or service during the development stage. Results include a click map and time spent on each action.

The cost of surveys varies depending on the type and complexity. A simple survey that includes 100 participants without targeting costs 1,000 rubles, which is 10 rubles per respondent. If you decide to use targeting, the cost per response increases to 20 rubles. For more advanced surveys, the price is 70 rubles per respondent. Choosing the right survey format depends on your goals and budget.

Clients pay only for questionnaires in which respondents have answered all questions. This ensures the cost-effectiveness of the system and helps optimize research costs. This approach increases the value of the collected data and ensures that the research results are complete and reliable.

Efficient use of the service: examples from Yandex's practice

The Yandex.Vzglyad blog presents seven practical cases illustrating how this service effectively helps solve common business problems. In this article, we will focus on two of the most notable examples that demonstrate the potential and capabilities of Yandex.Vzglyad in optimizing business processes.

The Yandex.Chief team held a brainstorming session to choose a name for the new service. During the discussion, the key functions of the service were highlighted and a variety of name options were proposed. This made it possible to create a memorable name that reflects the essence of the product, attracting the attention of users and emphasizing the uniqueness of the service.

At the next stage, several key criteria were applied to the process of engaging experts to evaluate the proposed names. The main focus was on memorability, organic appeal, domain accessibility, and the absence of negative associations. After a thorough evaluation, finalists were selected and further analyzed using the Yandex.Vzglyad tool. This allowed for a more thorough assessment of their potential appeal and relevance to the target audience.

Users from major cities, including Moscow and St. Petersburg, participated in the survey. Additional options were presented for the top three proposed names. Each of the finalists was visualized using the brand design, which allowed us to evaluate which of the names most accurately conveyed the essence of the service.

The Metro online store offers the option of splitting an order into two parts: one can be delivered, and the other can be picked up by the customer. Marketers conducted a study to determine how well users understand and use this option.

To solve this problem, two different ordering interfaces were tested using Yandex.Vzglyad. This made it possible to evaluate their effectiveness and user-friendliness. The testing identified key features of each interface, which will help improve the ordering process and increase customer satisfaction.

• The "checkout" block with the choice of date, time and delivery address was located to the right of the list of products.
• The choice of delivery options was located above the block with products.

The survey assessed the usability, clarity, and speed of action for various interfaces. As a result of the study, the most convenient and effective interface option was selected, providing users with a comfortable interaction and quick task completion.

Based on testing at Metro, it was found that users have difficulty processing large amounts of information. The ordering interface needs a clearer distinction between items for delivery and pickup options. This improvement will improve platform usability and allow customers to find the information they need more quickly.

Artem Korablin, digital marketing specialist at Metro, noted that it would be advisable to test existing blocks based on user interaction data. However, this process will require significant time and resource investments.

Marketing Research: Experience Using Yandex.Vzglyad

During the study conducted using the Yandex.Vzglyad service, we interviewed several marketers to learn their opinions and the results of using this platform.

According to the surveys, Yandex.Vzglyad has proven itself to be an effective tool for market analysis and evaluating the effectiveness of advertising campaigns. However, it is necessary to consider its limitations.

Anna Galkina, Head of Contextual Advertising at the Velas agency, shared her experience in digital marketing. She noted the importance of properly configured contextual advertising for achieving clients' business goals. Anna emphasized the need for an in-depth analysis of the target audience and keywords, which can significantly increase the effectiveness of advertising campaigns. She also shared methods for optimizing budgets and increasing conversion, which is critical for success in this field. Anna's experience emphasizes the importance of continuous learning and adaptation to changing market conditions, which helps to remain competitive in contextual advertising.

We assessed the awareness of five leading developers in Kazan using the Yandex.Vzglyad tool. Data was collected based on 2,000 questionnaires. Although the sample size is small, it allowed us to draw certain conclusions about the current state of the market. However, it should be noted that due to the limited sample, the results may not be entirely accurate and should not be used for in-depth analytical analysis.

Elina Pavlova, Head of Performance at Molinos, shared her experience in improving the effectiveness of advertising campaigns. She noted the importance of using analytics to optimize strategies and achieve goals. Elina emphasized that successful results are achieved through a competent approach to resource management and constant monitoring of metrics. In her work, she focuses on modern trends and tools, which allows the company to remain competitive in the market.

We evaluated the results of an advertising campaign for meat producer Pit Product. To do this, we conducted a user survey to determine how many people remembered our advertising. The results showed that 41% of respondents saw and remembered the advertising material. This demonstrates the high effectiveness of our advertising strategy and allows us to better understand how to improve engagement with the target audience in the future.

Elina noted that the results of the Yandex.Vzglyad study are consistent with data from other sources. However, some responses raise doubts. In particular, regarding advertising perception, the majority of respondents chose the lowest score, which seems implausible. Panel surveys demonstrate a more positive perception of our advertising. This discrepancy requires further analysis and may indicate the need for improved data collection methods.

Criticism of the survey format points out that users often answer questions in a rush, eager to complete the process quickly. This can lead to skewed results. Furthermore, conducting surveys on entertainment platforms reduces users' motivation to provide serious and thoughtful answers.

Olga Reutova, Marketing Director at Website Factory, shared her experience choosing a logo. She noted that testing two different logos did not produce the expected results. The audience failed to perceive that the logo truly reflected the company's essence. According to the survey, 40.7% of respondents disagreed with the idea that our company's name is associated with website creation. This experience highlights the importance of proper brand perception and the need to carefully craft a visual identity to ensure it meets customer expectations and clearly communicates the company's core services.

These examples demonstrate that Yandex.Vzglyad is a useful tool for obtaining preliminary data. However, to make informed strategic decisions, it's also important to consider other sources of information, including focus groups and panel surveys. Using a comprehensive approach to data analysis will allow you to more effectively assess market trends and consumer preferences.

When analyzing Yandex.Vzglyad data, it's important to consider the representativeness of the sample. This ensures the reliability of the results and their relevance to real-world conditions. A representative sample allows you to draw conclusions that can be generalized to a wider audience. Make sure that data is collected from multiple sources and covers different user segments. This will help avoid distortions and ensure a more accurate analysis.

Use Yandex.Vzglyad as an additional analytical tool, not as your primary data source. This will allow you to expand your capabilities and gain a more complete understanding of the situation. Combine data from Yandex.Vzglyad with other analytical resources to increase the accuracy and effectiveness of your work. This approach will help you make more informed decisions and optimize your strategies.

Consider implementing more detailed surveys to collect high-quality data. In-depth surveys provide a more complete understanding of your audience's opinions and preferences, which in turn facilitates more accurate analysis and decision-making. Using such surveys can significantly improve the quality of your research and enhance your results.

When conducting surveys, it is important to consider their format to minimize bias in the responses received. Choosing the right data collection method helps increase the reliability of your results. Use clear and understandable questions, avoiding ambiguity and complex wording. You should also consider how the survey method may influence respondents and their responses. For example, anonymous surveys can encourage more open and honest responses. A carefully designed survey format helps obtain more accurate and useful data for analysis.

Yandex.Vzglyad offers valuable data that can be useful for analysis. However, to achieve more accurate results and informed decisions, it is recommended to use an integrated approach. This will allow you to take into account various aspects and nuances, which will ultimately lead to more balanced conclusions and effective strategies.