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ANCESTRY.COM QUALTRICS RESEARCH SUITE CASE STUDY sophisticated research made simple Provo, UT www.ancestry.com Ancestry.com Inc. is the world’s largest online family history resource, with approximately 2 million paying subscribers. More than 11 billion records have been added to the site in the past 16 years. Ancestry users have created more than 41 million family trees containing more than 4 billion profiles. In addition to its flagship site, Ancestry.com offers several localized Web sites designed to empower people to discover, preserve and share their family history Challenges • Needed to centralize research and reduce number of ad hoc surveys • Wanted to reduce outsourcing costs without compromising quality of research • Wanted to conduct more sophisticated, geo-targeted research among global subscribers Solution Ancestry.com uses Qualtrics Research Suite to: • Conduct an annual survey to learn what kind of content interests users “We have a wide range of products with many components so it is important that we get insights into all facets of the product experience. With the ability to do more research in-house, we have the flexibility to do it faster and with greater control.” across the world, using this information to drive product strategy • Survey subscribers to learn what kinds of family history records they use on the Web site • Create geo-targeted, product satisfaction surveys in a matter of hours • Conduct satisfaction surveys for genetic genealogy products and usage, as well as to segment user AncestryDNA results (e.g., how many of Swedish Tanya Peterson descent) Director, Consumer Insights Results • Ability to create and launch surveys in a matter of hours, without any programming • Reduced outsourcing costs an average of $10,000 per survey by doing more research in-house • Leveraged surveys and data across the organization with a centralized research team and a standardized research platform • Doubled the volume of research conducted in a year ©2014 Qualtrics 800-340-9194 [email protected] qualtrics.com/research-suite
