CURATING
CURIOSITY
Sun Lee says a refreshed SurveyMonkey
brand relies on constant feedback to
remain a “well-oiled” performance
marketing machine.
BY THOMAS HAIRE
We were — and are — curious about how our cus- tomers perceived us, so we used our own product. What is the role of surveys in their life?” says Sun Lee, vice president, brand experience, for San
Mateo, Calif.-based SurveyMonkey, the self-described People Powered
Data™ platform. “Our internal view of our customers was that they
were not necessarily numbers-savvy and needed something quick with
answers that may not impact their decision-making. Instead, we were
surprised about our true impact.”
“
