The 3 key learnings you will take away with you are:

How to plan your conversations

The rules of engagement

Tangible ideas for feedback to

customers that will make a difference

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2

3

Ask members of your panel how often they would like to hear from you and try to mirror On average most community members will advise they are happy to hear from you once a week Generally no less than two contacts a month is the sweet point for b2c panels and less frequently for b2b Consider your mix of asking and responding Produce a roadmap of activity for 6 to 12 months that incorporates asking and sharing

How to plan

Product Development, concept testing - Fourth newsletter

Marketing and Acquisitions - Retention and Loyalty - Member Satisfaction

Study (PM)

- Marketing and Acquisitions, Communications Effectiveness

- Welcome study - Welcome newsletter

- Public Relations, Rate Review

- Second newsletter

- Website Review: How Are Members Using It

- Mobile usage study

Product Development - What Does Value Mean to

Members? - Third Newsletter

Product Development - Finished Product Testing

General XYZ - What Made You Switch?

General - What’s Your Thought Process?

- Retail mind & mood - Seasons Greetings & Best Wishes for the New Year! eDM

- Product Development, Concept Testing

- Media segmentation Study

• Determining the “what” to share

• Planning in advance for the “when” to share

• Using Sparq for the “how” to share

What

When

How

Learn how to effectively engage your

panel by:

The Majority of Research

A company

NEEDS insight &

ideas

I GIVE a company insights &

ideas

The company

MAKES decisions

?

Providing Intrinsic Value to Memberss

I GIVE the company

insight & ideas

The company GETS insight &

ideas

The company MAKES

decisions

The company GIVES ME

feedback on how my insight

is used

Note where “incentives

offered” vs “input you

provide is valued” are

ranked

Key Drivers of Satisfaction

Quarterly Newsletters

Updates on the panelist portal

Short email updates to keep memberss informed

Member of the Month

Ways to Provide Intrinsic Value

Newsletters

Results summaries: Providing members with regular summaries of results from studies is an important part of intrinsic incentive programs. Updates on actions taken from panel results: One of the strongest motivators for panelists is proof that their contributions are being heard and driving change or resulting in positive initiatives. Sneak Peeks: Another element that members respond well to is the feeling that they are part of a “special” or exclusive group. This can be reinforced in the form of access to content or information outside of the panel that hasn’t been seen by general public yet. Member of the Month: Each month a member can be selected to be highlighted on the panel. This can be as simple as selecting a panellist based on a strong participation on the panel, or can even be a random draw selection from study participants. Specific feedback can be obtained from the member on their experience with the panel.

Portal Updates

• In order to really use the member portal as an engagement tool, we recommend updating the quick poll content monthly (at the very least) in order to engage members.

• Spend time each month coming up with topics for the portal.

• When creating Quick Polls, it is important to remember to ask questions that are relevant to members, questions that are interesting and engaging. For example, asking a member about their favourite pizza may not seem appropriate unless the panel is focused on food.

• Asking questions about current affairs, political issues, special events, questions that are timely, and possibly controversial in nature, could generate some interesting response rates.

Verbatim Questions

Are there any comments you would like to

make about the EXPERIENCE you had taking

this survey?

Are there any comments you would like to

make about the TOPICS in this survey?

One suggestion to encourage feedback from panel members is to include verbatim questions at the end of each survey to allow members to give their opinions openly, like in the image below:

Five Feedback

Tips for Member

Engagement

“Your voice was heard! 89% of respondents claimed to prefer Package C for our new widget, and this is the packaging we will be going with.”

Or, another example: “Because a large number of you asked us for more information about XYZ, we are writing an article about that in our February issue”

0

1000

2000

3000

4000

5000

6000

enough sleep

not enough sleep“89% of business leaders on our panel feel they don’t get enough sleep”

Don’t include graphs all the time – quick points with results are great on their own

If an actual decision is not appropriate, include the findings

themselves

“We’re launching our Spring

line this month – watch for

that great handbag we

tested with you in

September.”

“A few months ago, we tested different concepts for our new advertising, and our newest ad campaign is starting this week.”

“Here is where the people on

our panel live:

Toronto 22%

New York 20%

Vancouver 29%

San Francisco 29%

Where Our Members Live

People want to know how they compare

• Include a comment from the CEO about how he/she feels about the panel, or write a letter to the panel.

• Give people an opportunity to write in with questions directed to a particular member of your company – designer, medical specialist, chef, etc.

“Click here to ask our health expert any questions you have about our report on exercise”

Some additional ideas… • Include a link for members to view special content on your

website, or take a quick poll on the member portal

• Updates on prize winners from sweepstakes draws

• Engage members by asking them for suggestions or hot topics

• Include a special contest within a newsletter and highlight the winners & entries in future communications

• Ask fun, non-research verbatim questions in surveys and include the results, for example “95% of you are anxiously awaiting the next season of “Lost”

Recap – 5 Feedback Tips

I GIVE the company

insight & ideas

The company GETS insight &

ideas

The company MAKES

decisions

The company GIVES ME

feedback on how my insight

is used

Tell members about what decisions your

company made as a result of the research

If an actual decision is not appropriate,

include the findings themselves

Provide follow-up on past projects

Tell members something about themselves

Tell members something about your company

Some Helpful Hints

When you are designing your next survey, highlight the areas that could be included in a newsletter

Mark quarterly newsletters on your research planning calendar, including time for content gathering Allow members to anticipate feedback by telling them how often you intend to communicate back

to them, and stick to it Post a quick result on your website, direct the panel there to see their insights put into action

Have FUN with it – ask yourself what you would

want to know if you were on the panel

• Communicate your feedback via the newsletter template in Manage > Communication

• Put updates on the member portal

• Create a new “study” that you update with reports & information and send out an anonymous link

Sparq: the “How”

Encouraging survey starts

Encouraging Survey Starts with your Invitation

Length of Survey:

Call-To-Action:

Personalisation/Relevancy:

Special Characters & Spammy keywords:

Physical Addresses:

Part of conducting successful studies is making sure that members will

read invitations, and click on the link to start. Below are some tips on

authoring emails that give you best possible start rates:

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