4 tips for panel building success
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I N N O V A T E M A R K E T R E S E A R C H
4 Tips for Panel Building Success
It’s a no brainer that panel building is more important than ever before. Good recruitment
tactics, effective survey routing and strong communication with panel respondents is vital to ensure a good pool of responses from the right
people at the right times.
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Here are five of the most typical problem areas and how they can be approached.
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Diversification of Recruitment Channels
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Diverse recruitment ensures a more representative panel, providing not only greater flexibility, but ensuring a better ability to fulfill hard to reach audience requests. We take this seriously and recruit from a spectrum of sources, including both online and offline publishers, social networks like Facebook, web and SMS databases, advertising networks, and through television ad placement.
Having a panel that draws from across the cultural landscape ensures it is much easier to match the census templates needed to build a representative sample for a given target population.
Improving the Signup Experience
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Panel respondents are more than just a tool, and while there are certainly panels that forget that, the strongest are those that build relationships from first contact. That means: Detailed collection of data during the recruitment process. Easy to use interface that immediately engages panel members. Use of diverse technologies and mobile friendly templates. Easy access to membership status, helpdesk access, and
subscription controls from a single login. Clear explanation of compensation, rewards, and frequency of
invites.
The goal here is to recruit a partner who will feel part of a team, not like a faceless cog completing surveys for much larger companies.
Adjusting for Professional Respondents
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This isn’t a new problem. As early as 1978, Dillman’s Mail and Telephone Surveys research showed professional respondent impacts. More recent studies, like the Nera Economic Consulting report in 2013 dove into what makes certain respondents different than others and whether these more dedicated and active survey participants are actually better or worse for a panel.
Survey Invitation and Compensation
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Panel members should receive frequent communications. Innovate sends an email 3-5 times per week to panel members based on surveys for which they are qualified. Using a deep well of email templates with varied language to reach them in the way that works best, we keep people as engaged as possible without overloading them.
Leading the Drive for True Quality in Sample
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It’s not just about finding the right people – it’s about engaging and building a relationship while implementing the technology needed to identify the right people. At the same time, a good panel needs to be carefully built with an understanding of the types of people who generally participate, using established benchmarks.
The sample company that does this provides true quality, while ensuring they can meet the unique
requirements of even the most demanding market research needs.
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ALL PANELS ARE NOT CREATED EQUALPremium Respondents for the Market Research
Industry
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