Presentation: Keys To Driving Lasting Panel Satisfaction

1,224 views

Published on

Published in: Technology, Business
  • Be the first to comment

Presentation: Keys To Driving Lasting Panel Satisfaction

  1. 1. KEYS TO DRIVING LASTING PANELSATISFACTION
  2. 2. CUSTOM PANEL DEFINED A custom online panel is targeted network of people whom you engage with and learn from over time. 1. Typically Invitation Only, Private Environments 2. Customers, Partners, Recruited Participants 3. Company Owned and Sponsored: Branded or Blind 4. Category or Brand Specific: Branded or Blind 5. Mix Quant with Qual. 6. 2
  3. 3. In the telephone research world people are refusing toparticipate in surveysIn the online access panel world members stop responding andthose who do respond are ever more closely monitored forcheatingIn the custom panel world the respondents are customers andcan no longer be treated as numbers in a set of tables 3
  4. 4. We  need  to  be  a  lot  more     Respondent  Centric   4
  5. 5. PRESENTATION OVERVIEW Panelist Satisfaction Study (PSAT) Study Design Results from Angus Reid Forum (ARF) Combined results from custom panels Specific results from custom panels Ideas for driving positive panelist satisfaction Questionnaire Design Providing Feedback Incentives Take Aways 5
  6. 6. PANEL SATISFACTION STUDY (PSAT)
  7. 7. PSAT STUDY DESIGN Panelists asked to rate overall satisfaction on 10 point scale Further 10 point ratings across key areas which are typically sources of satisfaction / dissatisfaction for panel members. Also asked to indicate likelihood to recommend Shapely regression analysis used to determine which of these variables have the greatest impact on overall satisfaction PANEL  NAME   7
  8. 8. SATISFACTION POINTS MEASURED Level of satisfaction rated for:- Survey topics Frequency of surveys Quality of surveys Length of surveys Amount of time given to respond Incentives offered Newsletters / Communications received Look and feel of surveys That the input provided is valued 8
  9. 9. KEY DRIVERS OF SATISFACTION Negative  and   Positive  and  Important   Important     Negative  but  LESS   Positive  but  LESS   Important   Important       9
  10. 10. RESULTS FROM ANGUS REID FORUM (CANADIAN NATIONAL PANEL) ARF Overall Satisfaction 2.0 1.5 the quality of surveys you the survey topics receive 1.0 that the input you provide is valued 0.5 Importance the frequency of 0.0 -2.0 -1.5 surveys -1.0 -0.5 0.0 0.5 1.0 1.5 2.0 the incentives with the look and -0.5 with the feel of surveys newsletters / the length of communications each survey that you receive -1.0 the amount of time given to -1.5 respond to surveys -2.0 Performance 10
  11. 11. RESULTS FROM COMMUNITY PANELS Custom Panels Average 2.0 1.5 the quality of surveys you receive that the input you 1.0 provide is valued the survey topics the incentives with the newsletters / 0.5 communications that you receive Importance 0.0 -2.5 -2.0 -1.5 -1.0 -0.5 0.0 0.5 1.0 1.5 2.0 2.5 -0.5 with the look and feel of surveys the length of each the frequency of -1.0 survey surveys the amount of time given to respond -1.5 to surveys -2.0 Performance 11
  12. 12. RELATIVE IMPORTANCE Quality  of  surveys Input  is  valued Survey  topics Incentives Newsletters Look  and  feel Length  of  survey Frequency Time  to  respond 0% 2% 4% 6% 8% 10% 12% 14% 16% 12
  13. 13. BLIND PANELS Incentives Quality  of  surveys Survey  topics Input  is  valued Newsletters Length  of  survey Look  and  feel Time  to  respond Frequency 0% 5% 10% 15% 20% All  Custom Average  Blind 13
  14. 14. BUSINESS PANELS Panel of teachers with an Average Score of 8.33 Key Drivers: Input 21% (15%) & Newsletter 17% (11%) Office Services Panel with an Average Score of 7.68 Key Drivers: Input 19% (15%) & Incentives 17% (13%) IT Decision maker panel with an Average Score of 5.90 Key Drivers: Newsletters 25% (11%) & NO INCENTIVE 14
  15. 15. NO INCENTIVES A tale of 2 panels #1: IT decision makes with average score of 5.9 #2: Sports fan panel with average score of 8.1 Obviously brand affinity and connection make a huge difference in overall score HOWEVER... Sports Fan panel has a sophisticated engagement strategy 15
  16. 16. PSAT - CONCLUSIONS Delivering on 2 key promises are at the core of healthy and satisfied panels: 1. Thoughtful study design Survey Quality Survey Topic 2. Creation of sharing feedback mechanism My input is valued 16
  17. 17. RESEARCH DESIGN
  18. 18. TOPIC VARIETY When you are trying to nurture a ongoing research relationship with a person sometime you have to ask questions that interest them even if the results are not directly useful to you     Recruit  Start   Product  Test   Concept  Test   CSAT  Dec   Offer  Test   Usability  Test   September October November December January February Every  Two  Months  -­‐  Panel  Omnibus   18
  19. 19. VISUAL QUESTIONS Our research has consistently found that Visual Questions have a positive impact on respondent experience and willingness to participate again. Easy  to  complete   VQ Text VQ Enjoyed  survey   Text VQ Will  complete  again   Text VQ Reasonable  time   Text 0% 50% 100% Agree  Strongly Agree  Somewhat 19
  20. 20. VISUAL QUESTIONS Our research has consistently found that Visual Questions have a positive impact on respondent experience and willingness to participate again. Easy  to  complete   VQ Text VQ Enjoyed  survey   Text VQ Will  complete  again   Text VQ Reasonable  time   Text 0% 50% 100% Agree  Strongly Agree  Somewhat 20
  21. 21. VISUAL QUESTIONS 21
  22. 22. VISUAL QUESTIONS 22
  23. 23. VISUAL QUESTIONS 23
  24. 24. FEEDBACK MECHANISM
  25. 25. SHARING FEEDBACK WITH MEMBERS I GIVE a company The company insight and ideas GETS insight The company GIVES me feedback on how I compare The company and how my insight MAKES decisions is used 25
  26. 26. SHARING FEEDBACK WITH MEMBERS We classify feedback into 5 types: 1. The results themselves 2. What you decided to do Before you do it done 3. Recognition from the decision maker 4. Information about other members 5. Insights into your company / organisation 26
  27. 27. SHARING FEEDBACK WITH MEMBERS We classify feedback into 5 types: Newsletters Letters or emails At the beginning or end of surveys Community Portals Public Release 27
  28. 28. PUT IT ALL TOGETHER A full plan that incorporates both research and feedback will make keeping the respondent in focus a lot easier Holiday     Newsletter   Letter     Newsletter   #1   from  President   #2       Recruit  Start   Product  Test   Concept  Test   CSAT  Dec   Offer  Test   Usability  Test   September October November December January February Every  Two  Months  -­‐  Panel  Omnibus   29
  29. 29. SHARING FEEDBACK WITH MEMBERS If you manage your own panel: Measure panelist satisfaction yearly Pay attention to the quality and mix of studies being fielded Implement some rules around DQs, questionnaire length Create a feedback plan and follow-through If you are a researcher who uses panels Consider the people who will be taking your survey and treat them like adults Provide content for feedback prepared to read the responses 30

×