GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL

2 OF 5 // PANEL COMMUNITY “HOW TO” SERIES

PANEL COMMUNITY “HOW TO” SERIESA 5-PART EDUCATIONAL PROGRAM

I. THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW

II. GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL

III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE

IV. INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE

V. OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT

2

Private online communities engage

{customers, employees, partners}

and capture actionable insights

that drive business improvement

I. THE PAYOFFS OF PANEL COMMUNITIES

INNOVATION LOYALTY REVENUE REACH

3

4II. GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL COMMUNITY

Proprietary Panel Economics 101

Five Easy Steps1. Panel Site Development

2. Recruitment Plan

3. Registration & Profiling

4. Incentive Plan

5. Panel Lockouts & Hygiene

Managing Internal Expectations

Summary

5A TYPICAL RESEARCH PROJECT

Task CostSurvey Design V

Cost of Sample W

Field & Tab X

Analysis Y

Reporting Z

Total Project Cost = V + W + X + Y + Z

Cost of sample

6COST OF SAMPLE

Via sample vendor

(all variable costs)

One, inclusive CPI that includes recruitment, participation and incentives

Via proprietary panel

(fixed costs)

Proprietary panel dev’t

Panelist acquisition

Panel Attrition

(variable costs)

Incentive cost

7BREAKEVEN ANALYSIS

Breakeven occurs after 7 projects have been conducted

* Assumes that outside sample costs are $5,000 per project, proprietary paneldevelopment & recruitment costs $30,000 and that incentives per project are $1,000

8ARE YOU READY FOR AN ADVISORY COMMUNITY?

Important Questions to Ask Yourself

Does the demand exist for more customer insight?

Do the touch-points exist to recruit members economically?

Do you have the required skills in-house, ordo you need outside assistance?

Survey design & data analysis

Operational assistance

Community management

9GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL COMMUNITY

Proprietary Panel Economics 101

Five Easy Steps1. Panel Site Development

2. Recruitment Plan

3. Registration & Profiling

4. Incentive Plan

5. Panel Lockouts & Hygiene

Managing Internal Expectations

Summary

10

1. Number of sites / sub-sites needed

2. Languages

3. Externally facing recruitment site

4. Members only panelist portal

5. Survey templates

6. Email templates

1. PANEL SITE DEVELOPMENT

11

1. Free options

Existing panelists

Tell-a-friend campaigns

Customer touchpoints (email databases, invoices, letters, postcards, 1-800#)

2. Paid options

Aggregators

Sample providers

3. Define ‘ways of entry’ & manage performance closely

2. RECRUITMENT PLAN

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1. Registration form (easy & painless)

2. Registration confirmation (double opt-in)

3. Profiling surveys

4. Regular profile data updates

3. REGISTRATION / PROFILING

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1. Individual or aggregate incentives

2. Sweepstakes programs

3. Points-based programsValuation

Thresholds

Redemption options

4. The single biggest motivator is INVOLVEMENT, and having a direct impact on shaping the product/service for the better

4. INCENTIVE PLAN

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1. Participation tracking

2. Frequency considerations (too much / too little)

3. Category lockouts

4. Campaign or wave-based lockouts

5. Panelist retirement

5. PANEL HYGIENE

15GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL COMMUNITY

Proprietary Panel Economics 101

Five Easy Steps1. Panel Site Development

2. Recruitment Plan

3. Registration & Profiling

4. Incentive Plan

5. Panel Lockouts & Hygiene

Managing Internal Expectations

Summary

16HOISTED ON YOUR OWN PETARD

Early on, there is a conflict between supply & demand

Too much supply – bored & unhappy members

Too much demand – harassed & unhappy members

Unhappy members become non-responders

Beware of curveball projects – hard on a new community

Start small with one patient, loyal internal client who has a lot of straight fastball research needs

17GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL COMMUNITY

Proprietary Panel Economics 101

Five Easy Steps1. Panel Site Development

2. Recruitment Plan

3. Registration & Profiling

4. Incentive Plan

5. Panel Lockouts & Hygiene

Managing Internal Expectations

Summary

18SUMMARY

Proprietary panels provide significant benefits

Don’t go it alone … seriously consider bringing an MR agency along with you if you haven’t the skills internally

Be mindful of the underlying economics

Carefully plan your panel using our 5 easy steps

Start with one panel – expect to quickly expand

Try to balance supply and demand & avoid curveballs

More panels die of neglect than overuse

NEXT PANEL COMMUNITY “HOW TO” SERIESNEXT UP IN THE 5-PART EDUCATIONAL PROGRAM

I. THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW

II. GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL

III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE

IV. INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE

V. OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST EFFICIENCIES AND IMPACT

19

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ABOUT USGlobalpark provides panel, community and survey software that enables organizations to manage what matters across the enterprise. By capturing feedback and tracking behavior of customers, employees and partners, they gain insights that drive better business decisions. By identifying and empowering influential advocates, they build reputation and extend reach.Founded in 1999, Globalpark software is German-engineered and globally-tested by leading brands and top market research institutes, including: Continental, Daimler, General Mills, GfK, IDC, Nintendo, SonyBMG, TNS, Warner Music and Wrigley. Globalpark is staffed by renowned research pioneers, with offices across the US, UK, Germany and Austria.

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