A highly effective Online Marketing Panel helps businesses navigate complex market landscapes, while serving as catalysts for data-driven decision-making. They do this by providing accurate and comprehensive market research insights that help shape business strategies, provide valuable guidance, and support innovation.
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Step 1: Gather the Right People
A key function of an online panel market research company is to identify, verify, and recruit a group of participants for a survey. This is a key step in ensuring that the final results are representative of the target audience. For example, if you want to explore consumer interest in strawberry milk, then the online panel should be made up of consumers who drink strawberries.
Once the panel is in place, it must be properly managed to ensure the best possible response rate and quality of data. This involves regular communication and respect for the respondents’ time. A good panel management strategy also includes defining and testing the incentive structure (i.e., how much money, goods, or other rewards can be earned for completing surveys).
Finally, it’s important to regularly communicate with the panel to keep them interested and engaged. This can be done through email, phone, or even face-to-face meetings. It’s also essential to keep in mind that survey fatigue is a common problem, so it’s vital to make sure that the questions are interesting, relevant, and attention-grabbing. This is especially true for recurring questionnaires. Bellomy’s GenPop panel, for instance, offers its members a range of incentives including cash payments, gift cards, and virtual currency, as well as research reports and product samples.