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1 
April 1, 2014 
Darren Bosik 
Developing a Social Online Panel 
Senior Methodologist 
QuestBack 
© 2012 QuestBack, SA Al...
2 
Agenda 
1. Panel Basics and Challenges 
2. Developing a Social Panel 
3. Senior Management Buy In 
4. Tools and Technol...
3 
online research 
panels 
Pre-recruited group of people who have agreed to participate in 
market research studies in re...
4 panel building & 
management 
Recruiting & profiling 
suitable panelists 
Communication: 
panel website, email 
or mobil...
5 4-phase 
process
6 lifecycle 
management 
Goal – Effective engagement strategy that meets the evolving needs of respondents 
throughout the...
7 lifecycle 
management
8 
panel 
challenges 
Cooperation Validity 
Maintenance Conditioning
9 panel 
challenges
10 
panel management 
challenges 
1. Representative mix on the panel 
2. E-mails make it to panel members 
3. Checking to ...
11
12 social 
panels
13 social 
panels
14 
social 
panels 
Professional platform to engage customers in 
qualitative and interactive feedback projects.
social 
panel benefits 
• Online qualitative research 
• Quantitative and qualitative 
research with integrated data 
• Pa...
QuestBack for MR 16 
research 
options
17 
socialized Socialized Panel 
panel 
testing Testing Benefits 
benefits 
Revise concepts and re-post them to the panel ...
18 Time Warner 
social panel
19 
Htc mobile phone 
social panel 
Identify new ideas in the marketplace 
HTC customer innovation community 
• Provides i...
20 Htc mobile phone 
social panel
socializing panels 
through Facebook 
• Embed surveys, a panel or a 
community into Facebook 
• Keep your panel profiles u...
22 socializing panels 
through Facebook
23 socializing panels 
through Facebook
24 
Facebook 
feedback loop 
community 
Survey Data 
Insights and 
Action
25 
Facebook 
community 
Survey Data 
Insights and 
Action 
Private 
Social Panel 
Interactive 
Research 
Insights and 
Ac...
26 
Facebook 
extended community 
• Structure dialogue 
through forums, 
moderated chats, 
and quantitative 
and qualitati...
27 Facebook 
segmentation
28 
senior management 
buys in 
• Clearly define the panel 
• Accentuate quality 
• Conduct cost effective research 
• Agi...
29 
Path to a 
social panel 
Panel 
• Manages a pool of persons who are repeatedly invited to systematic 
surveys 
• Save ...
30 Enterprise Feedback 
Management suite
31
32 
Q&A 
Free consultation on today’s topic 
Contact: 
Darren Bosik 
Darren.Bosik@Questback.com
33 
Thank you
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How to Build a Social Online Research Panel

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Traditional panels for consumer research are morphing into a more socialized meeting place where participants are called upon to exchange ideas, rate each other's comments, and provide valuable insights about brands and experiences. See how.

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How to Build a Social Online Research Panel

  1. 1. 1 April 1, 2014 Darren Bosik Developing a Social Online Panel Senior Methodologist QuestBack © 2012 QuestBack, SA All Rights Reserved.
  2. 2. 2 Agenda 1. Panel Basics and Challenges 2. Developing a Social Panel 3. Senior Management Buy In 4. Tools and Technologies 5. Q&A © 2012 QuestBack, SA All Rights Reserved.
  3. 3. 3 online research panels Pre-recruited group of people who have agreed to participate in market research studies in return for some sort of incentive or compensation. Consumer Panels B2B Panels
  4. 4. 4 panel building & management Recruiting & profiling suitable panelists Communication: panel website, email or mobiles Engaging panel design Ensuring high data quality Inviting the right participants Creating professional surveys Feedback & incentivising panellists Automated processes/functionality
  5. 5. 5 4-phase process
  6. 6. 6 lifecycle management Goal – Effective engagement strategy that meets the evolving needs of respondents throughout their lifecycle as members of the community.
  7. 7. 7 lifecycle management
  8. 8. 8 panel challenges Cooperation Validity Maintenance Conditioning
  9. 9. 9 panel challenges
  10. 10. 10 panel management challenges 1. Representative mix on the panel 2. E-mails make it to panel members 3. Checking to ensure that panelists are who they claim to be 4. Ensure questions are answered properly 5. Tracking and paying incentives to panelists 6. Answering inquiries
  11. 11. 11
  12. 12. 12 social panels
  13. 13. 13 social panels
  14. 14. 14 social panels Professional platform to engage customers in qualitative and interactive feedback projects.
  15. 15. social panel benefits • Online qualitative research • Quantitative and qualitative research with integrated data • Panelists rate other panelists through a star rating • Select participants based on segmentation • Group discussions with forums or chats • Diary studies with personal blogs • Innovation & co-creation with mixed mode research – quant/qual
  16. 16. QuestBack for MR 16 research options
  17. 17. 17 socialized Socialized Panel panel testing Testing Benefits benefits Revise concepts and re-post them to the panel for review Accommodate several hundred participants for concept review Create subgroups of online participants based on lifestyles, attitudes, and demographics. Probe about concepts and see how the groups differ Cover a wide range of topics in one place Invite social panel members to participate in use tests to see how they experience concepts in the real world
  18. 18. 18 Time Warner social panel
  19. 19. 19 Htc mobile phone social panel Identify new ideas in the marketplace HTC customer innovation community • Provides insights through forums, blogs, diaries, and survey throughout product development lifecycle. The result? • HTC actively tests new products, packaging, and pricing concepts before launch.
  20. 20. 20 Htc mobile phone social panel
  21. 21. socializing panels through Facebook • Embed surveys, a panel or a community into Facebook • Keep your panel profiles updated • Notify respondents about research activities on Facebook • Surveys and projects are not carried out on Facebook but in a separate software system and stored at a data center.
  22. 22. 22 socializing panels through Facebook
  23. 23. 23 socializing panels through Facebook
  24. 24. 24 Facebook feedback loop community Survey Data Insights and Action
  25. 25. 25 Facebook community Survey Data Insights and Action Private Social Panel Interactive Research Insights and Action
  26. 26. 26 Facebook extended community • Structure dialogue through forums, moderated chats, and quantitative and qualitative surveys • Profile, segment and target communications appropriately • Manage activities, fan feedback, participation Your PRIVATE Social Panel Right on Your Facebook Page!
  27. 27. 27 Facebook segmentation
  28. 28. 28 senior management buys in • Clearly define the panel • Accentuate quality • Conduct cost effective research • Agility and Flexibility
  29. 29. 29 Path to a social panel Panel • Manages a pool of persons who are repeatedly invited to systematic surveys • Save responses and improve analytics, segmentation and targeting Panel Portal • Add a website portal to the panel and give respondents a “digital home“ • Automate reward management, share news Social Panel • Expand the portal to a specialized, targeted panel • Do qualitative or mixed mode online research, increase participation rates Social Insight • Embedded the community into the Facebook environment • Tap into social profiles, reach difficult target groups, improve notification
  30. 30. 30 Enterprise Feedback Management suite
  31. 31. 31
  32. 32. 32 Q&A Free consultation on today’s topic Contact: Darren Bosik Darren.Bosik@Questback.com
  33. 33. 33 Thank you

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