Smart city tech

Survey company wants to make collection information in Houston short, sweet, and to the point

Wyzerr, a member of Station Houston's Ion Smart Cities Accelerator, has a way to better collect information from citizens. Photo courtesy of Wyzerr

In a 2019 report card handed out by Cincinnati-based startup Wyzerr, Houston didn't do too well — It got a C, a 2.5 out of 4. Houston is passing, but just barely.

Wyzerr didn't give the city a bad rating; Houstonians did. In July, Wyzerr sent two researchers downtown to hang out near public places — bus stops, street corners, etc. Overall, respondents said they are satisfied with dining options, shopping, and the airports but were really struggling to embrace long commutes, poor local transit, and even public services: the police department, local government, schools and parking all got grades of C minus.

Wyzerr, which has ventured to Houston to partake in the ongoing Ion Smart Cities Accelerator out of Station Houston, is focused on creating surveys that make it easier for companies — and, increasingly, cities and airports — to collect useful information to improve their offerings.

"You can't build perfect cities," says Natasia Malaihollo, founder of Wyzerr. "But if you make small, incremental improvements, you can start to see a difference in communities (through Wyzerr's smart surveys)."

Wyzerr began in June 2014 and focused on designing smart survey for retailers. Now, the company works with more than 2,100 small and large businesses, including Kroger, Walmart, Facebook, Unilever — a lot of consumer packaged goods, Malaihollo says.

Wyzerr is focused on creating engaging surveys to better collect information. Photo courtesy of Wyzerr

Consumers interact with many of these brands on a near-daily basis, and Malaihollo estimates a person might get his with 7 surveys in a day — some of which require dialing in, or going online, or filling out responses on a sheet of receipt paper.

But Wyzerr makes surveys fun — they're interactive and game-like. Most importantly, though, they're short. Nearly every survey is designed to wind a customer through 25 questions about their experience with a certain retailer, product or service in 30 to 60 seconds. There's a science to it — shorter word counts on survey questions, for example, and making the final questions as engaging as possible, because people usually start answering more quickly, and maybe less thoughtfully, toward the end of a survey form.

Malaihollo calls this a design-focused approach to market research, and it has gotten results. In some surveys, Wyzerr was able to gather data on up to 20 percent of total consumers. Unlike most survey engagement, which usually falls lower, Wyzerr's data meets the threshold for statistical analysis — a valid sample size, in mathematics, is 10 percent of the population.

Two years ago, the Cincinnati Airport approached them. Amid a stream of reports that airports would develop into great hubs for the future of retail, the Cincinnati Airport team wanted a way to track shoppers' satisfaction as they trafficked through the terminals. Wyzerr created a survey that connected to the airport's Wi-Fi system — if users wanted to log on, they had to take a brief survey first.

"That ended up being our most successful campaign," Malaihollo says.

Wyzer, which has a team of 12, has raised $2 million and is getting ready to raise more. Upon completion of the accelerator program, the company will work with a Houston neighborhood for a pilot program, and the team hopes to get their survey system on the Wi-Fi system in Houston airports early next year.

Now, Wyzerr focuses on gathering data for smart cities — urban spaces that offer higher-tech solutions to regular city activities, like parking, and use electronic sensors to collect data that helps monitor the public. For example, cities across the U.S. have adapted free Wi-Fi on public transit, parking lot trackers, smart traffic lights to reduce congestion, automated bike-sharing programs and pedestrian detectors at intersections.

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Building Houston

 
 

A coworking company and a real estate firm have been tapped by The Ion. Courtesy of Rice University

Last week, Rice Management Co. announced the latest partners for The Ion. A Houston-based real estate management firm and a Dallas-based coworking company have signed onto the project.

Texas coworking company Common Desk, which recently opened a new space in Houston's east downtown, was tapped to develop and manage The Ion's more than 58,000 square feet of experiential, flexible office space on the second floor of the building.

"For a project as special as The Ion, it was important that we selected a flexible office space operator that understood the building's ethos as a space for collaboration and innovation," says Ryan LeVasseur, managing director of Direct Real Estate at RMC, in a news release. "From the moment we met with the Common Desk team, it was clear they represented the right balance of sophistication and excitement and shared a commitment to creating a sense of community."

Additionally, Common Desk will be responsible for a coffee bar and maintaining a vibrant and engaging space for tenants, startups, and community members.

"We're thrilled to be a part of this prestigious project and are looking forward to offering individuals, small businesses, and high-growth companies the chance to experience the unique programming and innovative spirit of the building," says Dawson Williams, head of real estate at Common Desk, in the release. "We're excited to be a strategic gateway to helping Houstonians experience all The Ion has to offer."

RMC tapped Transwestern to oversee property management for all of The Ion through its building, tenant, vendor, compliance, client, and administrative services.

"Very few companies have Transwestern's breadth of experience and proven success of managing high-quality, talent-attracting workplaces," LeVasseur says in the release. "Add to that the company's deep roots in Houston, and we're confident we're working with the best team to ensure a flawless, attractive, activated, and efficiently operated hub for the growth of Houston's innovation ecosystem."

Based in Houston, Transwestern has over 400 properties locally across office, multifamily, health care, and other industries.

"Transwestern is excited to work alongside Rice Management Corporation as property and facilities manager for The Ion, while contributing to its mission of innovation, collaboration and inclusion," says Kevin Roberts, Southwest President at Transwestern, in the release. "As Transwestern continues to elevate our commitment to diversity, equity and inclusion, we are proud to stand alongside The Ion in supporting minority and women-owned businesses in enabling innovation that will shape the future of Houston."

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