CFM Panel Research

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Conkling Fiskum & McCormick panel research presentation.

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CFM Panel Research

  1. 1. Panel Research Ask  your  customers  to  the  table  
  2. 2. The world has changed 2  
  3. 3. Consumers have changed •  More  skep4cal   •  Want  to  be  engaged   •  Willing  and  able  to  share  informa4on   •  Word  of  mouth  is  important   •  Use  mul4ple  informa4on  sources   3  
  4. 4. Research must change 4  
  5. 5. What is panel research Panel  research  is   Web-­‐based,  drawing   on  large  databases  of   interested  par4cipants.   It  is  research  with   greater  depth,   producing  more   ac#onable  data.   5  
  6. 6. The advantages Overcomes  built-­‐in  biases  and  limita4ons  of  conven4onal  research     6  
  7. 7. How it compares Panel  surveys   Telephone  surveys   •  Interac#ve         •  One-­‐way   •  Mul#ple  contacts         •  Snapshot  in  #me   •  Richer  ques#ons   •  Simple  ques#ons   7  
  8. 8. How about focus groups Online  focus  groups   Live  focus  groups   •  Larger,  more  groups         •  Groups  of  8  to  10   •  Target  par#cipants   •  Screen  for  selec#on   •  Not  geographically  limited   •  Restricted  by  geography   •  Itera#ve  conversa#ons   •  90-­‐minute  sessions   8  
  9. 9. Panel research values 9  
  10. 10. What we do Customers   Voters   Online  surveys   Focus  groups   Marke4ng   Public  Policies   10  
  11. 11. How does it work? Influen4als   Influen#als  are  people  who  are  well-­‐read,     knowledgeable  and  willing  to  share     11  
  12. 12. Quantitative studies •  Collect  meaningful,  ac4onable  informa4on   •  ID  demographics,  behaviors,  Inflluen4als   •  Opt-­‐in  permission  for  future  research   12  
  13. 13. Segment findings Panel  sizes  large  enough  to  assess     a  market,  state  or  region   13  
  14. 14. Qualitative studies Influen4als   Online  focus  groups  of   up  to  20  persons  each   in  72-­‐hour  conversa#ons   14  
  15. 15. Informed marketing, branding Strategic   approach   Constant   updates   Clear   messaging   Targeted   advocacy   15  
  16. 16. Time IS money Customer   focus   Streamlines   decision-­‐ making   Reduces   guesswork   Cuts     soO-­‐costs   16  
  17. 17. Good match with social media 17  
  18. 18. Panels foster engagement 18  
  19. 19. Why panels work Customers  want  to  be  asked  and  be  involved.   Clients  need  efficient  way  to  engage  customers.   19  
  20. 20. What do you want? OR Ask  your  consumers  to  the  table.   Panel  research  can  help.   20  

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