The document discusses developing a social online panel for market research. It covers recruiting and managing panelists, engaging participants through social features on a panel portal, conducting both quantitative and qualitative research, and obtaining buy-in from senior management by emphasizing benefits like cost-effectiveness and agility. Transitioning from a traditional online panel to a social panel involves adding an interactive website portal for panelists and eventually integrating the community directly into Facebook to improve reach and participation.

1. 1
April 1, 2014
Darren Bosik
Developing a Social Online Panel
Senior Methodologist
QuestBack
© 2012 QuestBack, SA All Rights Reserved.

2. 2
Agenda
1. Panel Basics and Challenges
2. Developing a Social Panel
3. Senior Management Buy In
4. Tools and Technologies
5. Q&A
© 2012 QuestBack, SA All Rights Reserved.

3. 3
online research
panels
Pre-recruited group of people who have agreed to participate in
market research studies in return for some sort of incentive or
compensation.
Consumer Panels
B2B Panels

4. 4 panel building &
management
Recruiting & profiling
suitable panelists
Communication:
panel website, email
or mobiles
Engaging
panel design
Ensuring high
data quality
Inviting the right
participants
Creating
professional
surveys
Feedback &
incentivising
panellists
Automated
processes/functionality

5. 5 4-phase
process

6. 6 lifecycle
management
Goal – Effective engagement strategy that meets the evolving needs of respondents
throughout their lifecycle as members of the community.

7. 7 lifecycle
management

8. 8
panel
challenges
Cooperation Validity
Maintenance Conditioning

9. 9 panel
challenges

10. 10
panel management
challenges
1. Representative mix on the panel
2. E-mails make it to panel members
3. Checking to ensure that panelists are
who they claim to be
4. Ensure questions are answered properly
5. Tracking and paying incentives to
panelists
6. Answering inquiries

11. 11

12. 12 social
panels

13. 13 social
panels

14. 14
social
panels
Professional platform to engage customers in
qualitative and interactive feedback projects.

15. social
panel benefits
• Online qualitative research
• Quantitative and qualitative
research with integrated data
• Panelists rate other panelists
through a star rating
• Select participants based on
segmentation
• Group discussions with forums or
chats
• Diary studies with personal blogs
• Innovation & co-creation with
mixed mode research –
quant/qual

16. QuestBack for MR 16
research
options

17. 17
socialized Socialized Panel
panel
testing Testing Benefits
benefits
Revise concepts and re-post them to the panel for review
Accommodate several hundred participants for concept review
Create subgroups of online participants based on lifestyles,
attitudes, and demographics. Probe about concepts and see how
the groups differ
Cover a wide range of topics in one place
Invite social panel members to participate in use tests to see how
they experience concepts in the real world

18. 18 Time Warner
social panel

19. 19
Htc mobile phone
social panel
Identify new ideas in the marketplace
HTC customer innovation community
• Provides insights through forums,
blogs, diaries, and survey throughout
product development lifecycle.
The result?
• HTC actively tests new products,
packaging, and pricing concepts
before launch.

20. 20 Htc mobile phone
social panel

21. socializing panels
through Facebook
• Embed surveys, a panel or a
community into Facebook
• Keep your panel profiles updated
• Notify respondents about
research activities on Facebook
• Surveys and projects are not
carried out on Facebook but in a
separate software system and
stored at a data center.

22. 22 socializing panels
through Facebook

23. 23 socializing panels
through Facebook

24. 24
Facebook
feedback loop
community
Survey Data
Insights and
Action

25. 25
Facebook
community
Survey Data
Insights and
Action
Private
Social Panel
Interactive
Research
Insights and
Action

26. 26
Facebook
extended community
• Structure dialogue
through forums,
moderated chats,
and quantitative
and qualitative
surveys
• Profile, segment
and target
communications
appropriately
• Manage activities,
fan feedback,
participation
Your PRIVATE
Social Panel
Right on Your
Facebook
Page!

27. 27 Facebook
segmentation

28. 28
senior management
buys in
• Clearly define the panel
• Accentuate quality
• Conduct cost effective research
• Agility and Flexibility

29. 29
Path to a
social panel
Panel
• Manages a pool of persons who are repeatedly invited to systematic
surveys
• Save responses and improve analytics, segmentation and targeting
Panel
Portal
• Add a website portal to the panel and give respondents a “digital home“
• Automate reward management, share news
Social
Panel
• Expand the portal to a specialized, targeted panel
• Do qualitative or mixed mode online research, increase participation rates
Social
Insight
• Embedded the community into the Facebook environment
• Tap into social profiles, reach difficult target groups, improve notification

30. 30 Enterprise Feedback
Management suite

31. 31

32. 32
Q&A
Free consultation on today’s topic
Contact:
Darren Bosik
Darren.Bosik@Questback.com

33. 33
Thank you