cfm panel research
DESCRIPTION
Conkling Fiskum & McCormick panel research presentation.TRANSCRIPT
Ask your customers to the table
Panel Research
The world has changed
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Consumers have changed
• More skep4cal
• Want to be engaged • Willing and able to share informa4on
• Word of mouth is important • Use mul4ple informa4on sources
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Research must change
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What is panel research
Panel research is Web-‐based, drawing on large databases of interested par4cipants.
It is research with greater depth, producing more ac#onable data.
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The advantages
Overcomes built-‐in biases and limita4ons of conven4onal research
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How it compares
Panel surveys Telephone surveys
• Interac#ve • Mul#ple contacts • Richer ques#ons
• One-‐way • Snapshot in #me • Simple ques#ons
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How about focus groups
Online focus groups Live focus groups
• Larger, more groups • Target par#cipants • Not geographically limited • Itera#ve conversa#ons
• Groups of 8 to 10 • Screen for selec#on • Restricted by geography • 90-‐minute sessions
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Panel research values
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What we do
Marke4ng Public Policies
Online surveys Focus groups
Customers Voters
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How does it work?
Influen4als
Influen#als are people who are well-‐read, knowledgeable and willing to share
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Quantitative studies
• Collect meaningful, ac4onable informa4on • ID demographics, behaviors, Inflluen4als • Opt-‐in permission for future research
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Segment findings
Panel sizes large enough to assess a market, state or region
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Qualitative studies
Online focus groups of up to 20 persons each
in 72-‐hour conversa#ons
Influen4als
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Informed marketing, branding
Clear messaging
Targeted advocacy
Strategic approach
Constant updates
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Time IS money
Reduces guesswork
Cuts soO-‐costs
Customer focus
Streamlines decision-‐making
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Good match with social media
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Panels foster engagement
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Why panels work
Customers want to be asked and be involved.
Clients need efficient way to engage customers.
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What do you want?
Ask your consumers to the table. Panel research can help.
OR
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