We have seen the experimentation with Social Media, technology based data collection and Big Data as an alternative! Apps and MROCS also have their place, and there is debate about the need for Dynamic Samples, CATI and randomly recruited online panels. A solid online panel, that is well sourced, double opted in, well profiled and well managed still meets the needs of: -representative [can be quota controlled and post weighted] -valid [limits opportunities for false representation] -addressing both customers AND prospects [communities limited to customers] -avoids privacy issues and spam Perhaps we need to ensure our base data collection methods are still robust?

1. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
The future – back to basics?
The case for online panels!
Brian Fine
Quality Online Research (QOR)

2. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
NewMR 2018 Sponsors
Pla<num
Gold
Silver
Communica<on

3. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
Headlines over the past decade
Online panels are dying!
Big Data is here!
MigraKon of research budgets to non-research consultants and agencies!
Big Data overload!
John Gilfeather:
“Marke'ng research is on the brink of doom.
The future is fraught with destruc'on and gloom.
Yet experts, I recall, twenty years ago this fall,
Had the industry with one foot in its tomb.”

4. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
ExperimentaKon
• Social media
• Technology based data collec<on
• Big Data
• Apps
• MROCs
• Dynamic Samples

5. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
Need for solid, robust panels?
• Well sourced and recruited
• Double opted-in
• Well profiled
• Well managed

6. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
RepresentaKve?
• Does it represent popula<on groups being targeted?
• How has it been sourced?
• Are sources representa<ve, individually or cumula<vely
• Can one quota control, to match sample to universe?
– Demographics
– AQtudes
– Behaviours
– Psychographics
• Can one weight by the same areas?
– Matching the profiles of the sample to the panel
– Matching the profiles of the sample to independent, credible sources (e.g. Census, industry studies)

7. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
Valid?
• Are the people responding ,who they say they are?
• Are there cross-checks to confirm/validate that …
– Their profiles are accurate?
– They are not par<cipa<ng mul<ple <mes, with differing demographics/usage
profiles?
• ‘Dynamic’ or ‘river’ sampling from websites does not have the heritage of:
– Knowing physical addresses, for incen<ve payments
– Knowing fuller profile of those responding versus those not responding for
weigh<ng purposes
• Actual behaviour versus stated behaviour gaps?

8. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
PopulaKon represented?
• Customer databases exclude non-customers and prospects!
• Online recruited panels can be:
– Heavier internet users
– On mul<ple panels
– Representa<ve of a narrow group of popula<on
– ‘professional’ respondents
• Measurement of ‘non-response’

9. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
PopulaKon represented (conKnued)
• ‘Funnel effect’
Popula<on
Internet users
Willing to join online panel
Ac<ve on online panel
Par<cipate in your survey
Popula<on
Have fixed line (+ mobile)
Not ‘silent’ line or on DNC
register
Validated profile over <me
Par<cipate in your survey
Online panel CATI sample

10. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
Online panels vs CATI
1. CATI +’s
– Interviewer control
– Probing opportuni<es
– Sourcing respondents outside of panels
2. Online +’s
– Profiled panel
– Assists with quota controls
– Assists with weigh<ng to reflect non-response

11. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
Online panels vs CATI – common themes
1. Need to know who can be reached
2. Need to understand profiles of those sampled
AND those excluded
3. Need to manage the gaps: Sample vs Projected
popula<on
4. Need to be able to weight to correct for
deficiencies

12. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
A soluKon – segmentaKon by socio-
economic status and life stage
• geoTribes segmenta<on (15 segments)
• Based on physical address (Socio-Economic Status) and age (life stage)
• Segmenta<on linked to Census
• Online panels can match Census on all 15 segments within specified geographic
areas
• Enables matching by more than only age / gender, within State (similar to
psychographic matching)
• As Census based, it helps account for the non-response when weighted back to
popula<on

13. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
The SegmentaKon

14. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
Privacy Issues [criKcal since Facebook]
• Panels are double opted-in=permission based
• Data security-security of systems/processes
• Known informa<on on where data is stored
• Data and personal details only for research-not supplied to 3rd par<es
• Data analysis ONLY in aggregate form

15. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
Summary
• Experimental op<ons can add value
• Ideal to link them to primary data collected from general
popula<on
• Big Data offers fast ,accurate behavioural informa<on-but
lacks the “why”
• Social Media can access informa<on, but only selec<vely
• MROCs are great for customer insights-but can miss geQng
data on non-customers
• S<ll a need for robust, representa<ve and valid data

16. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
Conclusions
• Panels s<ll provide a robust op<on
• They can be managed to represent the non-
response through weigh<ng
• Uses of Census and Industry data provides
excellent benchmark to correct panel data
• While a finite percentage of the popula<on can
be reached through online panels [and CATI too],
knowing the gaps and how to correct for them is
cri<cal !

17. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
The Future
• There will be far more use of customer data bases! Big Data and
“fusion” of databases are gaining momentum
• Technology will speed up the process of data collec<on.
• The amount of data available to clients will be overwhelming
• Primary research data will become more important in determining
strategies for data analysis.
• Primary research data collected from panels under proper
management, will be essen<al in understanding Big Data.
• There is an increasingly important role for good panel research!

18. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
Thank You!
Brian Fine
Chairman, QOR
brian.fine@qor.com.au
m: 0408 672 754

19. The case for online panels!
Brian Fine, Quality Online Research (QOR)
The Future of
Data Collection
Q & A
Brian Fine
QOR
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