3 Ways In Which Online Engagement Can Be Improved -- Presented June 3rd, 2009 At The MRS Online Research Methods Conference in London

1. Online Research Methods
Conference – Making Online
Research Even Better
June 3rd, 2009
Crown Plaza, The City of London
Topic:
Improving Online Engagement
Speaker:
Charles M. Pearson
Co-Founder & Managing Director
EasyInsites

2. Online engagement has tended to focus primarily on the various
ways in which the survey task can be made more interesting and
engaging
This includes flash and related interactive tools such as card sort,
drag and drop, etc. to make the question types more interesting
for the respondent to complete
These tools result in somewhat higher completion rates on these
particular questions, as well as improved overall completion rate
to the survey and response rates long term
More recent focus (such as what Pete has discussed) includes
addressing the screen out problem whereby too many
respondents are not able to complete a survey when ready
However, determining what respondents want and how to
implement and enforce their wishes has been virtually ignored ...
until now!

3. What Do Respondents Really
Want?
Custom Panels
Panel Exchange

4. A Good Survey Experience: a survey that works and is logical and for
which they feel a sense of relevance and satisfaction upon completion
The Sharing Of Results Or Outcome: to know how their feedback is
being used and what difference it is making to decision making, brand
and product choices, advertising, public policy, etc.
To Take Short Surveys: this is demonstrated time and time again by
the fact that drop off increases considerably at certain points of time
beyond 25 minutes
To Be Contacted Regularly But Not Harassed: this means not being
bombarded by emails and being able to indicate how frequently the
contact should occur
To Be Compensated Fairly For Their Time: this means a direct
incentive paid each time a survey is completed as well that the amount
varies dependent on the time spent
More Consistency Of Experience: this means they can concentrate
on the task without being concerned as to whether the survey will work,
be appropriate, or whether they will be compensated for it
More Affinity With The Panel Owner: a stronger relationship and
affinity with the panel owner will mean less attrition, higher response
rates, and in general a greater commitment to provide thoughtful
feedback

5. • Major panel companies have disclosed that over 50% of
their panels need to be replenished each year, thereby
Higher Attrition increasing the overall cost as well as limiting the ability
to build and sustain deep profile information on the
majority of the panel
• Response rates rarely discussed in detail, likely because
Lower Response they are worsening as invitation volume increases and
greater opportunities are presented to join and
Rates participate on panels
• Although there are increasingly methods for addressing,
Fraud And there is a continued effort on the part of fraudsters to
game the system and earn money. Also, increasing
Duplications pressure to complete projects results in turning a blind
eye to the potential duplication whenever possible.
Weak • Relatively little contact outside of email invitations to
surveys, panellists are rarely if ever asked about their
Relationships experience and importantly little is done to address
With Panellists their concerns
• Online marketing/advertising methods are still the
Higher Cost Of primary source for recruitment, and these costs are
increasing as online advertising becomes more popular
Recruitment and effective

6. Typically recruited from customer or consumer databases
Often branded, thereby reinforcing the relationship with the
manufacturer, but can be blinded
Enable more in depth profiling
Results from previous surveys are stored and easily accessible for
targeting future invitations and the added benefit of not having to
re-asking these questions
Re-contact or continuous tracking or diary research is easier than
with any access panel or other approach
Most cost effective because panel owners own the panel and
therefore do not incur any CPI each time they are used
Can feedback results easily to panel members through the
panellist website, newsletters, or other such communication
As a result, generally lower attrition, higher response rates, and
better overall engagement (and added benefit if managed in an
Exchange of being paid if it is “open” to other researchers)

7. An environment where custom panels are residing under
one roof where consistency can be implemented and
instant access to complete information across all panels is
obtainable
• Build unlimited number of panels within environment
Panel • Extensive information is accessible to understand how each panel
Build has been recruited
• Can set as open or closed, along with custom permissions
• Consistent global profile measures enabling consistent feasibility and
Profiling targeting
• Potential for more useful information beyond standard, since each panel
will identify and collect custom ones relevant to their own needs
Feasibilit • Run across all panels within a market simultaneously
y and • Price your own study with full pricing information disclosed by the panel owners
Pricing
• No need to wait around or have to correspond with so many different
people to launch sample, do this yourself when and how you want
Approvals
and • Consistent checks and approvals conducted by those who manage the
Launching Exchange

8. Panel Blending - Sample can be drawn from multiple panels
simultaneously to reach hard to find target groups and eliminate
source bias and therefore reaching panelists with different
motivation factors
Random & Stratified Sampling – within the required targets,
sample is randomly generated as well as being stratified by high,
medium and low responders
Quarantine and Contact Settings – Both panelists and panel
owners can set the maximum number of surveys permitted or
contacts
Exclusions – Panelists are automatically excluded from taking
part in surveys in the same subject category or project regardless
of panel they belong to
Maximum Survey Length Limit – surveys beyond 27 minutes
across entire panel exchange are not permitted

9. Be
Contacted
Regularly
But Not Compensated
Take Short Harassed Fairly For Their
Surveys
Time
More
Sharing Of
Consistency
Results Or
Of
Outcome
Experience
Custom
Panels
Managed More Affinity
Good Survey
With The
Experience Within A
Panel Owner
Panel
Exchange

10. Respondent experience is considerably improved with a
custom panel where there is a higher affinity toward and
commitment to the panel owner and a greater commitment
by the panel owner to accommodate the specific needs and
desires of its members
Enforcing standards and consistency regarding survey
length, incentives, and other quality measures is most
easily accomplished when all panels are managed under
one roof
We need to continue to think about structural solutions
such as custom panels and panel exchange to fully address
the issues and concerns regarding respondent experience

11. Charles M. Pearson
Co-Founder & Managing Director
EasyInsites
D: +44(0) 1483 549418
M: +44(0) 7920 791182
charles@easyinsites.com