CUSTOMER STORY
Together Labs boosts product development with user feedback
Learn why Together Labs ditched the basic capabilities of Google Forms and turned to SurveyMonkey for in-depth insights.
OVERVIEW
Together Labs is the creator of IMVU, the world’s largest virtual world and web3 social networking site and a top-grossing app in the Apple and Google Play stores. User feedback is critical to both its product development and growing peer-to-peer economy. When it became clear that Google Forms lacked the robust analytics it needed, Together Labs upgraded to SurveyMonkey Enterprise.
50+ surveys launched in 4 years
Multilingual surveys in 5 languages
280,000+ respondents
THE CHALLENGE
Move beyond manual data collection and Google Forms limitations
The IMVU metaverse offers 3D chats with customizable avatars, 400,000 virtual destinations, and over 60 million virtual goods—and user feedback is a business priority. “Collecting, analyzing, and applying insights from our users is essential in ensuring we adapt to their changing expectations,” said Michael Zhang, product manager at Together Labs. But the process of gathering that feedback needed major improvements. Internal teams were painstakingly combing through online message boards and blog comments for insights. Zhang’s team also used Google Forms to deploy customer surveys, but its limited functionality was a major roadblock.
“Google Forms lacked robust survey features like expanded logic, detailed filtering, and advanced analysis. We needed a comprehensive, purpose-built solution to collect and analyze user feedback effectively.”
Michael Zhang
Product Manager
THE ANSWER
A user-friendly survey solution with global possibilities
For Together Labs, SurveyMonkey Enterprise was a huge upgrade from Google Forms and outdated data collection. Not only was SurveyMonkey user-friendly, it also kept up as IMVU’s audience spiked around the world; multilingual surveys allow Zhang and his team to gather insights from users in more than 100 countries.
With SurveyMonkey, Together Labs can easily poll new and existing customers at every stage of product development, from conceptual planning through post-launch. In fact, SurveyMonkey has been instrumental for comparing automated source data against verified user responses. This helps Together Labs learn more about specific gaming behaviors in key user groups.
“The rich quantitative and qualitative data SurveyMonkey provides has had a major impact on our product development process. It’s empowered us to monitor awareness and sentiment around key initiatives, gather feedback on new and planned features, and guide prioritization of our product roadmap.”
Michael Zhang
Product Manager
Together Labs
THE RESULTS
Actionable data and more effective influencer campaigns
Since making the switch to SurveyMonkey, Together Labs has launched over 50 surveys, including multilingual surveys, and collected feedback from over 280,000 IMVU users. SurveyMonkey has also helped Together Labs quantify the impact of influencer campaigns, including TikTok marketing initiatives.
This data provides product teams with concrete ideas for improving engagement and ensures that Together Labs is investing in acquisition channels with the highest ROI. “We integrated the answers received into our user acquisition campaigns to keep track of our influencer strategy to acquire customers and calibrate our effectiveness,” explained Zhang. “That’s something we could not do with Google Forms.”
The simplicity, modern UX, and data analysis features of SurveyMonkey have helped Together Labs modernize its approach to customer insights, streamline feedback channels, and assess the value of specific campaigns. “We're constantly pushing the boundaries to enhance the IMVU experience for our users, and SurveyMonkey is our secret weapon for gathering rich user insights with precision and efficiency,” said Zhang.
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