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What is a community panel?
A community panel is a targeted group of current or potential customers that a company engages with regularly to get feedback over time. It differs from a standard panel in that it has fewer members (hundreds vs thousands/tens of thousands) and focuses more on qualitative discussions rather than just quantitative surveys. Community panels allow companies to get insights from customers, test ideas/concepts, and incorporate customer feedback into their decision making in a fast, flexible way. Both customers and companies benefit from the ongoing engagement and feedback loop provided by community panels.
What is a community panel?
- 1. What is aCommunity Panel?
- 2. What is aCommunity Panel? Company owned and sponsored Category or brand specific Typically invitation only, private environments Panel Sense of insider exclusivity Well profiled participants Multi-media capable (photos, video etc.) Community Community Panel = targeted groups of customers (or potential customers) whom you engage with and learn from over time.
- 3. Communities & Panels:Differences Panel Community 1000’s or 10,000’s of members 100’s of members Typically quant surveys Typically qual discussions TWO-way: THREE-way: private feedback (company initiated) open feedback (company or member initiated) Topics & studies controlled Semi-controlled, semi-organic Member identities are private and Discussion and sharing of personal discussions are typically question then information is encouraged, bonds form answer
- 4. Communities & Panels:How They Work Together Quantitative Panel Breakout Communities of with 10,000 panelists 300, still part of the panel Invite panelists to additionally participate in ongoing qualitative discussions. Seamlessly run smaller breakout groups of varying sizes. Can be both open member generated content or directed tasks. Interact with your target segments through quantitative surveys
- 5. Communities & Panels:How They Work Together Start by brainstorming ideas in your community Idea Idea Idea Idea
- 6. Communities & Panels:How They Work Together Take those ideas and send a quant survey to the larger panel Panel Community
- 7. Communities & Panels:How They Work Together Take 3 winning concepts from panel and dissect further within community Panel Community
- 8. Communities & Panels:How They Work Together Go back to your panel with more developed concepts to pick a winner Panel Community
- 9. Communities & Panels:How They Work Together Continue the cycle…(back to community to brainstorm positioning etc.) Panel Community
- 10. What Does theAverage Community Panel Look Like? 5,000 – 10,000 panelists Members contacted ~ 1-2x per month (12/24 studies) Initial recruit through customer lists and assets Augment with outside lists and direct advertising Typically minimal cash incentive (draws) 10-12 weeks to launch
- 11. Community Panels: WhyCompanies Love Them • Always on Fast & Flexible • Results in hours • Every answer is remembered Deep Profile of • Pinpointing key groups for sampling Customers • Relevant surveys go to right respondents Engaged Participants • Captive audience will give you honest feedback Bake Customer Voice • Quick hit insight – directional feedback fast into Company DNA • Research begets more research More Research for • Costs decline with every study: Recruit once, top Less Money up less, use often
- 12. Community Panels :Why Participants Love Them Feel like an insider and • Feedback Loop very important have a strong voice • Can see the impact of their opinions Create connections • Friendships are formed with other members Enjoy the online • Shorter, more engaging surveys & exercises experience • See a new ad or product before it goes public Exclusive rewards • Exclusive invites • Sweepstakes - chance to win
- 13. Community Panel Continuum Surveys Only Surveys + Ad Surveys + • 70% of Clients Hoc Discussion Discussions • All Service Levels • 10% of Clients • 15% of Clients • All Service Levels • Mostly Full Service 13
- 14. A few ofthe brands that embraced Community Panels… Vision Critical’s leading Community Panel platform, Sparq is used by:- Over 400 unique 1/3rd of the World’s Top 100 clients Brands
Editor's Notes
- #5 Internship program members = panel membersSmaller groups Some = research training, some = panel trainingAll of you are members of the panel, but some of you are members of the panel and are members of a special, typically smaller community.