Embed Size (px)
DESCRIPTION
Online panels are becoming a vital market research tool in the Central/South Americas and other regions, while simultaneously the concept of a market research panel is morphing throughout the world. Many of the new methodologies and technologies – mobile devices, social media, big data – along with the entrance of Internet titans such as Google and Facebook and tightening budgets in the wake of a global recession, have hit the panel industry hard. As a consequence, many researchers are launching panels at a time when the industry is facing some of its greatest challenges. Certainly many panels continue to thrive, but others are clearly experiencing difficulty. Enterprise panels, specialty panels, consumer, and B2B are each experiencing common challenges but are faring differently. As panels and communities morph with common attributes, and further merge with sample exchanges and routers, the question of whether or not the panelist experience remains relevant is a key consideration. This session will review some of the techniques and strategies that today’s ever-growing number of online panels and communities are employing to manage the changes that are confronting them, and it will also address the opportunities for transformation and innovation that are available to the industry. Beginning from a technology base, recruitment modes, incentive models, support requirements, implications of exchanges, and use of social media and qualitative elements will be discussed.
Citation preview
Innovation in Panels: Evolving from Traditional Models
Insight Innovation Exchange – Latin AmericaMarch 25, 2013
Leslie TownsendCEO & Co-founder
Kinesis Survey Technologies
Innovation in Panels: Evolving from Traditional Models
© Kinesis Survey Technologies, 2013
The traditional panel model, established in the late 1990s, has evolved.
• Sophisticated panelist validation measurements are now often necessary and utilized
• Recruitment sources can generate significant biases, therefore multiple sources are required
• People who opt-in to panels often behave differently that those who do not, so sampling methodologies are employed to account for this
• Some panelists are “professional” survey takers – requiring researchers to monitor and terminate certain respondents
Innovation in Panels: Evolving from Traditional Models
© Kinesis Survey Technologies, 2013
Panelist engagement and incentive practices have evolved as well.
• Effective recruitment, engagement and retention practices are continually changing
• The industry often over-uses and exhausts panelists with too many projects and initiatives, leading to inattention and attrition
• The emphasis on offering the biggest and best incentives encourages “professional” respondents
• Many researchers neglect to consider / analyze the “respondent experience” at all
Innovation in Panels: Evolving from Traditional Models
© Kinesis Survey Technologies, 2013
Meanwhile, some fundamental paradigm shifts are occurring.
• Mobile technology
• Social media and text analytics
• Location-based services
• Communities and MROCs
Innovation in Panels: Evolving from Traditional Models
© Kinesis Survey Technologies, 2013
The convergence of SoLoMo technologies will transform panels.
Innovation in Panels: Evolving from Traditional Models
© Kinesis Survey Technologies, 2013
Communities and apps are also new tools for panel managers.
• Provide new recruitment modes through the referral network
• Enable researchers to launch to customers when email addresses are unknown (beware of the issues this can cause, however)
• Can tap into location information through apps such as Foursquare
• Enable interaction between panelists
• Allow for the quick launch of discussion forums for a qualitative revenue stream
Innovation in Panels: Evolving from Traditional Models
© Kinesis Survey Technologies, 2013
The sample exchange comes into its own to solve everyday MR challenges.
• Multiple panels pool their resources to reduce overall costs
• Researchers buy and sell from each other’s panels as project needs dictate
• Exchange platforms enable price competition among available sample buyers and sellers
• Resource availability can be tracked in real-time so that panelists are not idle OR over-used
Innovation in Panels: Evolving from Traditional Models
© Kinesis Survey Technologies, 2013
The big Internet companies have entered the MR space as well.
Panel Companies Internet Players
LoI Any size Microsurveys
Complexity Any None
Assign complex quotas
Yes No
Manage/change on the fly
Yes No
Customer support
Sometimes Maybe
Research Highly planned Impulse driven
Innovation in Panels: Evolving from Traditional Models
© Kinesis Survey Technologies, 2013
The panelist experience of the future will look very different from today’s.• We have entered the era of Big Data AND microsurveys
• Panel / community experience will be the major priority in order to keep respondents engaged – the ability to influence the online experience is the incentive
• Traditional panels will be sustained via the use of exchanges
• This means that:
Start up costs will increase
Something new/
compelling must be offered
Product cycles will shorten
Change is the name of the
game
Innovation in Panels: Evolving from Traditional Models
© Kinesis Survey Technologies, 2013
This panel evolution has several implications specific to Latin America.
• Both online and mobile penetration is expanding rapidly throughout the region
• LATAM consumers are among the most active internet users for entertainment and social networking
• LATAM countries, particularly Brazil, will house some of the largest online panels in the future
• Demand and swift growth can outstrip resources quickly
• Plan aggressively and for the long term
© Kinesis Survey Technologies, 2013
Thank You!
Q&A
Visit the Kinesis website: http://www.kinesissurvey.comRead the Kinesis blog: http://www.kinesissurvey.com/blog Follow Kinesis tweets: http://twitter.com/kinesis_survey
Innovation in Panels: Evolving from Traditional Models
![Richard Townsend [315] - UW Madison Astronomy …townsend/tree/scrapbooks/315.pdf* Hungerford connections with Barbara Townsend [210] and Richard Townsend [315]. ** Catherine daughter](https://img.pdfslide.net/doc/110x75/5fe02ca86168ca636365ffc9/richard-townsend-315-uw-madison-astronomy-townsendtreescrapbooks315pdf-.jpg)
