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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)
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
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.”
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
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
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)
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?
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’
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
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
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
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
The	case	for	online	panels!	
Brian	Fine,	Quality	Online	Research	(QOR)	
The Future of
Data Collection
	
	
The	SegmentaKon
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
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
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	!
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!
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
The	case	for	online	panels!	
Brian	Fine,	Quality	Online	Research	(QOR)	
The Future of
Data Collection
	
	
Q	&	A	
Brian	Fine	
QOR	
Your	
Photo	
Sue	York	
NewMR

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