Setting up your own online panel Darren Noyce MMRS Managing Director: SKOPOS market insight SOS Bureau (online field&tab/panels) Euro-Panel (online consumer access panel) MRS Online Panels Course – 15 th November 2005

OPENING THOUGHT: Online Panels… Just a temptation? Or a necessary tried and trusted method?

Focal Point… Online consumer access panels Not bespoke or niche panels (owned by client) Research-only, quality focussed Owned and operated by a Research Agency (Supplier) Like the Euro-Panel ……

est. 1999

Topics What is an Online Panel? What are the issues? Purpose/application Stages: –Recruitment/build –Maintenance –Replenishment People Tools

What is an online panel? MRS Online Panels Course – 15 th November 2005

What is a panel? Definition according to Quirks (American Research magazine) Panel = a survey in which the same respondents are interviewed several times over an extended period. Also called longitudinal analysis. Group interviews (focus groups) are sometimes called panels (of people). Panels have existed for a long time, But what then is an ONLINE panel…?

What is an online panel? Definition according to Darren Noyce, SKOPOS market insight Online Panel = a managed community of net users that have explicitly agreed to take part in a variety of regular online surveys. Online management & communication ( ) Online surveying If utilised, online panel incentive schemes If required, online reporting

What are the issues? Sample source and a method in one Representivity, representivity, representivity Size Maintenance/management Opt-in Coverage Panel v Pool of respondents Use and associated use of the panel…. Research v marketing

Representivity What is a representative online panel? Does such a thing exist? Is it a panel that enables random samples to be representative….? Of the General Population? Of UK Net Users? Of active/regular net users? Of the target audience? Or do we just mean that is a large and broad cross section of society are members? A pool rather than a true panel? Does it matter? The sample not the panel should be representative of target audience

Purpose/application MRS Online Panels Course – 15 th November 2005

Purpose/application Why do you need an online panel? What would it be used for? Why not just use someone else's?

Why might an agency need an online panel? The Euro-Panel was developed in 1999, as a means to access and control the strengths of internet-based surveying (rightly believing it would be a force in the future) access (to online method and samples) control (of sample and data collection) strengths/benefits of online research, e.g. speed Maybe also for: Comprehensive range of data collection methods Market forces…demand, competition Improved revenues (profit?) Better, more productive research….?

ADVANTAGES OF ONLINE PANEL RESEARCH Speed: fast data collection/delivery of results Often cheaper field costs (potential savings compared to offline 50%+) No expensive printing Reduction of artificial situation, more honest results Great for multiple/repeat studies: standardised procedure, low labour expenditure

DISADVANTAGES OF ONLINE PANEL RESEARCH shorter max. questionnaire length limit on open questions representativeness of results among groups with low online affinity, e.g. seniors above 60 years (not a problem with most consumer target groups) advantages clearly outweigh disadvantages..

Online vs. Offline OnlineOffline Generalisation to adult population Data quality Cost effectiveness Time effectiveness/ speed Large samples & sub-groups TOTAL 118 For countries with Net Penetration Above 35%+ of Adults Below this more difficult to generalise online results, e.g. for older population

Stages MRS Online Panels Course – 15 th November 2005

Stages Set up/planning Build, recruit, register Maintenance Refreshing and replenishment The online surveys themselves

Stages Set up/planning Be sure… you really need your own panel you know what you want to achieve: specification and outcomes/benefits you understand the issues surrounding the implementation of panels; their limitations you have the resources and personnel

Stages Build, recruit, register…. Sources: Do you recruit using your own devices/resources (cheaper)? Or do you work with partners/suppliers (higher cost)? Do you just use online methods (pop-ups, invites, links)? Or do you also use telephone, face to face and postal surveys? Pros and cons to all, good mixture is best. Reduces impact of a single sources weaknesses MAKE SURE YOU OR YOUR PARTNERS CONTROL RECRUITMENT: INDIVIDUALLY AND ACTIVELY: only via one-to-one communication, individually. Avoid banners and other self-recruited techniques. otherwise too many survey professionals, too many heavy net users, duplicates, rogues, etc.

Stages Build, recruit, register…. Procedures: You should work with double opt-in… to remove potential for trouble You will need a registration survey… balance comprehensiveness with completion rates You need to determine invite/access method to reach registration survey Open panel, or invite-only? Quality or quantity?

Online panel best practice Recruitment of respondents for quality research-only panels should be: active, invite-only invites as randomly distributed as possible as spread as possible (i.e. wide coverage within audience) online AND offline. To decrease self-selection problems, professional respondent problems, and improve the generalisability of the samples But costs and convenience often lead to the creation of open access registration systems.. Leading to uncontrolled pools rather than panels

Stages Maintenance/management/communication Panel Managers are responsible for: ensuring no-one over/under surveyed checking surveys prior to implementation responding to queries communicating news and results to panel (e.g. newsletters) monitoring response rates

Stages Refreshing and replenishment The panel should be updated/refreshed (re-registered) regularly at least annually Churn will lead to periodic need to top-up or replenish the panel Usual recruitment methods should be used

Stages The online surveys themselves Matrix Style Question Use of images Verbatim capturing

People MRS Online Panels Course – 15 th November 2005

People Knowledgeable, skilled researchers to provide the context and objectives Panel build team to recruit and set up Panel managers to maintain/replenish panel Project/sales managers to quote and manage projects Survey programmers Data Analysts/Processors

Professional Standards Key staff should all be members of Professional Bodies Abide by Codes of Conduct and Guidelines

Tools MRS Online Panels Course – 15 th November 2005

Tools Secure large servers Quality, easy to use Software/interfaces, ideally including: management Incentive scheme/system management

Tools Well developed, easy to use Software/interfaces….. SKOPOS use OPST (Online Panel Site/Survey Tool) from Globalpark Market leader in Germany Tim Macer review at panel management module is amazing!

Tools Software/interfaces….. SKOPOS use OPST and SurveyCenter from Globalpark You can recruit and build your panels; develop and run your online projects, with one single interface. Includes broadcast/management, Bonus system and Prize Draw modules

FINAL THOUGHT: One panel to rule them all? Or a worldwide fellowship of (quality) panels?

Setting up your own online panel Darren Noyce MMRS Managing Director: SKOPOS market insight SOS Bureau (online field&tab/panels) Euro-Panel (online consumer access panel) MRS Online Panels Course – 15 th November 2005