1. Community Panels
Pandora’s Box or Panacea
January 2011
Monique Morden
President, Global Partner Program
monique.morden@visioncritical.com

2. NEITHER

3. Definition Community MROC
Community Panel Panel
• Slightly different models
• All the same premise
• Private
• Closed
• Member to member interactions

4. Branded versus Blind

5. Customer Relationship

6. Target and Recruit

7. Recruit Challenges
• Easy-er when you have email lists
• Tricky-er when you don’t
• Purchased recruit
• Websites
• Social media
• Direct mail
• On-site
• Post of sale
• Media (TV, Print, Radio, Online)
• Sales force
• Etc

8. Size Matters

9. People not Sample

10. Representative?

11. Create a Destination

12. Portal Challenges
• Designing the portal
• Everyone is a creative expert/critic
• Developing content
• Updating content
• Managing multi-lingual portals

13. Engaging Experience

14. Leverage Photos

15. Leverage Video
• Client and Members

16. Leverage Discussion Forums
1
6

17. Project/Activity Examples
Letter to the Executive Ideation
Rant and Rave about a topic or experience Bring back this product from the 1950’s…
Video Ethnography Picture Sharing
Make a 3-5 minutes video about… Share a picture of what comes to mind when you
think about…
Personality Assessment
Highlighter
What words come to mind when you think of this
Text or images, isolate areas, follow up discussion
brand?
Content Management
Storytelling (Context, Attitudes, Feedback)
What/who do you want to see more of and less
Tell us a story of a memorable experience
of?
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18. Design Challenges
• Managing respondent burden
• Matching incentive plan with research plan
• Managing forums
• Shifting approach from custom research to
community panel research
• Managing client

19. Analysis Challenges
• Lots of information
• Analyzing open ends and forum content
• Speed of analysis
• The colliding of quant and qual
• Analyzing images/videos

20. Pivot Viewer

21. Verbatims
This is what I enjoy when I’m not working…

22. Discussion Analysis
• Connect qual and quant data
• Profile individual members
• Filter Posts
• Key word search
• Examine by time period
• Export for further analysis

23. Reporting
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24. Reporting Challenges
• Lots of information
• Speed of analysis
• Format, frequency, audiences
• Snapshots and holistic views
• Communicating to internal stakeholders

25. Member Retention
Extrinsic Intrinsic
Solve
Draws
Advice and
Participation Knowledge
based
Incentives
Network Rant and
Rave
Reputation
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26. Incentive Challenges
• Points versus draws
• Amounts
• Type
• Frequency
• Cost
• Fulfillment

27. Types of Incentives
Recruit or
Survey & Forum Surprise Special
Welcome
Incentives & Delights Projects
Incentive
Monthly Reward More time
Welcome Monthly Contest
for Best Quotes intensive projects
Eg:
Electronic product 2 winners of
Cash 25 participants,
voucher/discount cash
$X / month
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28. Communicate
2
8

29. Share Insights
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30. Special Events – F2F
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31. Engagement Challenges
• Designing the right incentive program
• Feedback mechanisms
• Newsletters
• Email
• Portal content
• Tone
• Authenticity

32. Global Challenges
• Translation
• Surveys, Forums, Portal, Invites,
Reminders, Newsletters
• Context
• Brand, market, issue
• Forums
• Moderation, analysis, reporting
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33. Community Panel Trends

34. Thank You

35. Customer Relationship