1. What is a Community Panel?

2. What is a Community 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 300,
with 10,000 panelists 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 the Average 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: Why Companies 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 of the 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