Jared Feldman, CEO of Canvs, stated he has a giant aim: “I believe there must be a Google for feelings … the place you’ll be able to see how individuals really feel about all the pieces.”
Feldman argued that creating such a product, Canvs cannot solely assist companies make higher choices, but additionally contribute to “a extra empathetic world.”
(Once I identified that not everyone seems to be snug with the thought of for-profit companies having an in depth understanding of their feelings, notably post-Cambridge Analytica, Feldman famous that Canvs isn’t concerned in any sort of person focusing on or makes an attempt to vary person conduct — as an alternative, it’s all about “clarifying how individuals actually really feel about issues.”)
Canvs’ first product was targeted on serving to TV networks understanding the social media dialog about their exhibits, with what Feldman stated is far better nuance than regular social sentiment evaluation. Now the corporate is taking the following step with the launch of Canvs Surveys.
Utilizing this product, researchers accumulate survey knowledge the best way they usually do, however they’ll then add an Excel spreadsheet of open-ended responses and shortly get an in depth breakdown of how individuals responded, in mixture, to completely different characters, storylines and so forth.
Feldman defined that whereas surveys are a typical analysis instrument for companies, open-ended questions generally is a large drawback. Not solely can it take an unlimited period of time to categorise and tabulate all of the completely different responses, nevertheless it additionally includes a level of subjectivity, based mostly on how particular person researchers interpret every reply.
On the similar time, it’s the open-ended questions that may present probably the most significant insights. For instance, Feldman stated Canvs works with NBCUniversal and located that three of the community’s pilots acquired comparable responses when it got here to the “closed ends” (specifically, the survey questions the place respondents select from a menu or numerical scale of potential solutions).
It was solely within the open-ended questions that you would see significant variations — Feldman stated that finally, it turned out out that the exhibits that “overperformed for ‘enjoyment’ and underperformed for ‘fascinating’” did nicely with viewers, whereas the exhibits that respondents noticed as extra fascinating than satisfying did poorly within the scores.
Feldman argued that that is an perception that applies to firms past TV.
“For each single trade now, due to the Web, due to what number of selections we’ve got, the one factor that will get individuals to do one thing is an emotional connection,” he stated. “That’s the rub.”
He added instrument like Canvs Surveys doesn’t substitute the work of researchers. As a substitute, he argued that it reduces the “guide work” and makes them “extra targeted on what they’re actually good at, which is insights and storytelling.” (Plus, researchers who wish to go deeper can dig into the person responses and flag solutions that weren’t labeled accurately.)
It appears that evidently NBCUniversal is proud of the outcomes. The corporate’s senior director of program reserach Benoit Landry stated within the announcement:
Having simply wrapped up our first pilot testing utilizing Canvs Surveys, I can say with confidence this isn’t an iterative enchancment for the analysis group, it’s a first-ever. We went from spending 16 hours attempting handy kind open-ended survey responses, down to 1 hour with Canvs, and that’s along with never-before-seen normative insights throughout pilots. It’s a unprecedented effectivity acquire and value financial savings for NBC for one thing we do dozens of occasions annually.
Canvs Surveys is on the market free of charge for researchers analyzing as much as 5,000 open-ended responses.