An introduction to customer panels


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An introduction to customer panels

  1. 1. An Introduction to Customer Panels PREPARED BY: STRATEGIC INITIATIVES INC. 305-5332 SAYWARD HILL, VICTORIA, BC V8Y 3H8 250-381-3376 1
  2. 2. Presentation Overview What is a “Customer Panel”? What Makes a Panel a Panel? Why Implement a Panel? Why Do Customers Participate in Panels? How Do Customer Panels Work? Panel Enrolment Process 2
  3. 3. What is a “Customer Panel”? Group of people with common interests who agree to participate in research studies, either:  online studies (surveys, focus groups, short “pulse” surveys or single question polls), or  traditional studies (telephone surveys, focus groups, 1-on-1 in-depth interviews, or other methodologies) Panel is usually branded and exclusively created for a particular company’s stakeholders Panels (or panel segments) can be created for various groups of stakeholders: customers, members, consumers, employees, CSRs, retailers, partners, prospects, suppliers, etc. Panels work equally well in B2B or B2C environments 3
  4. 4. What Makes a Panel a Panel? Central e-mail database used for research studies Panel database regularly cleaned and updated, refreshed on an ongoing basis Panellists have regular opportunities to participate in a variety of research studies Most often branded by a sponsor organization (if required, could be branded by third party research firm to mask sponsors identity or allow for multiple sponsors to share information and costs) Ability to opt out/unsubscribe from list and future research initiatives Rules or guidelines to prevent fatiguing panelists (e.g. no panelist invited more than every 60 days to take a survey) Panelists’ survey activity recorded and tracked:  Frequency of study invitations sent  Frequency of participation  Feedback provided regarding process is recorded 4
  5. 5. Why Implement a Panel? Shortens research timelines (panelists are in effect pre-recruited respondents) Guaranteed source of information – panelists agree in advance to participate by providing feedback Declining response rates to traditional web and telephone surveys (respondents say they’re over-surveyed, surveys are too long) Research can be targeted to specific panel segments and sub- segments to conduct detailed analysis; in effect respondent profiles enable segmentation on demand Panel research as complex or simple as required – from complicated longitudinal periodic tracking studies, usage and attitude research, to short “pulse” surveys of several questions or single question “polls” Panels can be used to recruit participants for other traditional forms of research (e.g. face-to-face focus groups) 5
  6. 6. Why Implement a Panel? Centralized “touch-management” means customers are not over- surveyed Ensures the right group of people is surveyed Interactions are relevant to panelists’ interests and backgrounds Information about panelists can be re-used in the background – shows you know the individual and respect their time and the data they’ve previously provided Surveys can be sent based on previous behaviour Fewer questions need to be asked, but better data generated Reminders and deadlines ensure highest response rates 6
  7. 7. Why Do Customers Participate in Panels? Build/deepen relationship with the sponsor Enjoyable interaction with other panelists Information, influence and early access from participating Incentives (merchandise, cash rewards, contest draws) To have their views heard Anonymity through communication with independent third party research firm 7
  8. 8. How Do Customer Panels Work? Panelists communicate with independent third-party research firm Participants invited to join the panel (usually by e-mail), sourced from sponsor’s existing customer lists, databases, loyalty programs, etc. Panelists complete online registration survey (providing detailed demographic/firmographic information) Double opt in as per industry best practices Ground rules established and communicated up front:  What they’ll be surveyed about  How the information will be used  How often they’ll be asked to participate  Why it’s important for them to participate  How they can opt out if they change their minds  What’s in it for them Research initiatives targeted to all panelists or sub-segments of panel based on topic of study 8
  9. 9. Panel Enrolment Process 9
  10. 10. For More Information….. Cathy Whitehead McIntyre Principal Strategic Initiatives Inc. 305 – 5332 Sayward Hill Victoria, BC V8Y 3H8 Phone: 250-381-3376 Toll Free: 877-381-3376 10