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April 1, 2014

Darren BosikSenior Methodologist

QuestBack

© 2012 QuestBack, SA All Rights Reserved.

Developing a Social Online Panel

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Agenda1. 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.

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Pre-recruited group of people who have agreed to participate in market research studies in return for some sort of incentive or compensation.

Consumer PanelsB2B Panels

online researchpanels

4panel building &management

Recruiting & profiling suitable panelists

Communication: panel website, email

or mobiles

Ensuring high data quality

Inviting the right participants

Creating professional

surveys

Feedback & incentivising

panellists

Engaging panel design

Automated processes/functionality

54-phaseprocess

6lifecyclemanagement

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

7lifecyclemanagement

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Cooperation Validity

Maintenance Conditioning

panelchallenges

9panelchallenges

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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

panel managementchallenges

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12socialpanels

13socialpanels

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Professional platform to engage customers in

qualitative and interactive feedback projects.

socialpanels

• 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

socialpanel benefits

QuestBack for MR 16

researchoptions

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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

Socialized Panel Testing Benefits

socialized paneltesting benefits

18Time Warnersocial panel

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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.

Identify new ideas in the marketplace

Htc mobile phone social panel

20Htc mobile phone social panel

• 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.

socializing panelsthrough Facebook

22socializing panelsthrough Facebook

23socializing panelsthrough Facebook

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community

Survey DataInsights and Action

Facebook feedback loop

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Facebook community

Survey DataInsights and Action

Private Social Panel

Interactive Research

Insights and Action

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• 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 PanelRight on Your Facebook Page!

Facebook extended community

27Facebook segmentation

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• Clearly define the panel• Accentuate quality• Conduct cost effective research• Agility and Flexibility

senior managementbuys in

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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

Path to asocial panel

30Enterprise FeedbackManagement suite

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Q&AFree consultation on today’s topic

Contact:Darren BosikDarren.Bosik@Questback.com

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Thank you