2 MIN READ

Increasing the Value of Online Research with Dedicated Panels

Annette Smith

Market Research Live: Room 101

This year’s Market Research Society Annual Conference was filled to the brim with insightful seminar...

9 MIN READ

Emily James

    Being able to both remove the pain of doing research and increase value to the business too. It sounds like we have been here before. Only we haven't, this is new and it's something businesses need to do.

    What's New?

    Consumers are harder to engage because they are mobile, tablet using and very busy people. They no longer sit down in front of a desktop PC screen and give it their full attention for an hour or two. They are multi-tasking in front of their TVs and making it hard for us to predict which device they will use and when.

    Why Care?

    Two challenges face businesses: The fast-changing landscape is creating an insatiable appetite for consumer knowledge but at the same time, it is harder to get the right customers to respond: customers find it harder to find the time to help and response rates are falling.

    The Panel Solution

    We need a thoroughly modern approach - a project panel. Panels are not new, but don't they say that the best ideas are often old ones reinvented? Having your own customer research panel allows your business deliver continuous incremental changes, ensuring everything is consumer-focused (think A/B testing, quick product feedback, help with a new product name etc). The panel needs to be set-up to deliver lots of quick, tactical feedback.

    Speed and brevity is key to achieving this - for customers and stakeholders alike. And your business stakeholders will thank you too - lots of answers to their burning questions, helping them deliver that incremental change - without the need for big drawn out projects.

    But your panel doesn't have to stop there. Your panel can also be a source for transformative change - either by combining all of that quick feedback to uncover new insight or by simultaneously delivering the bigger, more in-depth (and even longitudinal) strategic studies that can also help your business deliver new directions and market-leading innovation (think mobile diaries, in-depth one to ones, co-creation or prototype testing).

    If a panel is set-up in the right way, with the right technology too, it can deliver a 'holy trinity' of benefits: incremental improvement, transformative change and better response rates.

    You might also like...

    Blog Featured Image Header

    Delivering AI Powered Qual at Scale...

    It’s safe to say artificial intelligence, and more specifically generative AI, has had a transformative impact on the market research sector. From the contentious emergence of synthetic participants t...

    7 MIN READ
    Blog Featured Image Header

    How to Use Digital Ethnography and ...

    In one way or another, we’ve all encountered social media spaces. Whether you’ve had a Facebook account since it first landed on the internet, created different accounts to keep up with relatives duri...

    7 MIN READ
    Blog Featured Image Header

    5 Ways to Power Up Your Insight Pla...

    In case you missed it (which seems unlikely), ChatGPT, the Artificial Intelligence model trained for conversation interactions has been making waves in the last few months. But once you’ve finished as...

    7 MIN READ