Innovation in Panels:Evolving from Traditional Models   Insight Innovation Exchange – Latin America                 March ...
Innovation in Panels: Evolving from Traditional ModelsThe traditional panel model, established in the late 1990s, hasevolv...
Innovation in Panels: Evolving from Traditional ModelsPanelist engagement and incentive practices have evolved as well.  •...
Innovation in Panels: Evolving from Traditional ModelsMeanwhile, some fundamental paradigm shifts are occurring.          ...
Innovation in Panels: Evolving from Traditional ModelsThe convergence of SoLoMo technologies will transform panels.       ...
Innovation in Panels: Evolving from Traditional ModelsCommunities and apps are also new tools for panel managers.         ...
Innovation in Panels: Evolving from Traditional ModelsThe sample exchange comes into its own to solve everyday MRchallenge...
Innovation in Panels: Evolving from Traditional ModelsThe big Internet companies have entered the MR space as well.       ...
Innovation in Panels: Evolving from Traditional ModelsThe panelist experience of the future will look very different fromt...
Innovation in Panels: Evolving from Traditional ModelsThis panel evolution has several implications specific to LatinAmeri...
Innovation in Panels: Evolving from Traditional Models                                            Thank You!              ...
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Innovation in Panels: Evolving from Traditional Models by Leslie Townsend - Presented at Insight Innovation eXchange LATAM 2013

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Online panels are becoming a vital market research tool in the Central/South Americas and other regions, while simultaneously the concept of a market research panel is morphing throughout the world. Many of the new methodologies and technologies – mobile devices, social media, big data – along with the entrance of Internet titans such as Google and Facebook and tightening budgets in the wake of a global recession, have hit the panel industry hard. As a consequence, many researchers are launching panels at a time when the industry is facing some of its greatest challenges.

Certainly many panels continue to thrive, but others are clearly experiencing difficulty. Enterprise panels, specialty panels, consumer, and B2B are each experiencing common challenges but are faring differently. As panels and communities morph with common attributes, and further merge with sample exchanges and routers, the question of whether or not the panelist experience remains relevant is a key consideration. This session will review some of the techniques and strategies that today’s ever-growing number of online panels and communities are employing to manage the changes that are confronting them, and it will also address the opportunities for transformation and innovation that are available to the industry. Beginning from a technology base, recruitment modes, incentive models, support requirements, implications of exchanges, and use of social media and qualitative elements will be discussed.

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Innovation in Panels: Evolving from Traditional Models by Leslie Townsend - Presented at Insight Innovation eXchange LATAM 2013

  1. 1. Innovation in Panels:Evolving from Traditional Models Insight Innovation Exchange – Latin America March 25, 2013 Leslie Townsend CEO & Co-founder Kinesis Survey Technologies
  2. 2. Innovation in Panels: Evolving from Traditional ModelsThe traditional panel model, established in the late 1990s, hasevolved. • Sophisticated panelist validation measurements are now often necessary and utilized • Recruitment sources can generate significant biases, therefore multiple sources are required • People who opt-in to panels often behave differently that those who do not, so sampling methodologies are employed to account for this • Some panelists are “professional” survey takers – requiring researchers to monitor and terminate certain respondents © Kinesis Survey Technologies, 2013
  3. 3. Innovation in Panels: Evolving from Traditional ModelsPanelist engagement and incentive practices have evolved as well. • Effective recruitment, engagement and retention practices are continually changing • The industry often over-uses and exhausts panelists with too many projects and initiatives, leading to inattention and attrition • The emphasis on offering the biggest and best incentives encourages “professional” respondents • Many researchers neglect to consider / analyze the “respondent experience” at all © Kinesis Survey Technologies, 2013
  4. 4. Innovation in Panels: Evolving from Traditional ModelsMeanwhile, some fundamental paradigm shifts are occurring. • Mobile technology • Social media and text analytics • Location-based services • Communities and MROCs © Kinesis Survey Technologies, 2013
  5. 5. Innovation in Panels: Evolving from Traditional ModelsThe convergence of SoLoMo technologies will transform panels. © Kinesis Survey Technologies, 2013
  6. 6. Innovation in Panels: Evolving from Traditional ModelsCommunities and apps are also new tools for panel managers. • Provide new recruitment modes through the referral network • Enable researchers to launch to customers when email addresses are unknown (beware of the issues this can cause, however) • Can tap into location information through apps such as Foursquare • Enable interaction between panelists • Allow for the quick launch of discussion forums for a qualitative revenue stream © Kinesis Survey Technologies, 2013
  7. 7. Innovation in Panels: Evolving from Traditional ModelsThe sample exchange comes into its own to solve everyday MRchallenges. • Multiple panels pool their resources to reduce overall costs • Researchers buy and sell from each other’s panels as project needs dictate • Exchange platforms enable price competition among available sample buyers and sellers • Resource availability can be tracked in real-time so that panelists are not idle OR over-used © Kinesis Survey Technologies, 2013
  8. 8. Innovation in Panels: Evolving from Traditional ModelsThe big Internet companies have entered the MR space as well. Panel Companies Internet Players LoI Any size Microsurveys Complexity Any None Assign complex Yes No quotas Manage/change Yes No on the fly Customer Sometimes Maybe support Research Highly planned Impulse driven © Kinesis Survey Technologies, 2013
  9. 9. Innovation in Panels: Evolving from Traditional ModelsThe panelist experience of the future will look very different fromtoday’s. • We have entered the era of Big Data AND microsurveys • Panel / community experience will be the major priority in order to keep respondents engaged – the ability to influence the online experience is the incentive • Traditional panels will be sustained via the use of exchanges • This means that: Something new/ Change is the Start up costs Product cycles compelling name of the will increase will shorten must be game offered © Kinesis Survey Technologies, 2013
  10. 10. Innovation in Panels: Evolving from Traditional ModelsThis panel evolution has several implications specific to LatinAmerica. • Both online and mobile penetration is expanding rapidly throughout the region • LATAM consumers are among the most active internet users for entertainment and social networking • LATAM countries, particularly Brazil, will house some of the largest online panels in the future • Demand and swift growth can outstrip resources quickly • Plan aggressively and for the long term © Kinesis Survey Technologies, 2013
  11. 11. Innovation in Panels: Evolving from Traditional Models Thank You! Q&AVisit the Kinesis website: http://www.kinesissurvey.comRead the Kinesis blog: http://www.kinesissurvey.com/blogFollow Kinesis tweets: http://twitter.com/kinesis_survey © Kinesis Survey Technologies, 2013

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