panel management: strategies to recruit, engage, and reward your own panel
TRANSCRIPT
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Panel Management Recruit. Engage. Reward.
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NTRO
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Introductions
Braydon Anderson
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GOA
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Goals for Today
Discuss the Panel Management Process
Share Tips & Best Practices
Highlight Relevant Qualtrics Functionality
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Who knows what a research panel is?
How many of you have your own research panel?
How many of you want to start your own research panel?
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Status Quo
Request
Results
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Status Quo
Request
Results
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ANAG
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Status Quo
Request
Results
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| WHY
PAN
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ANAG
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Bliss
Request
Results
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Get a file of respondents from another team in the org.
Purchase a sample from a third party.
Relying on a third party to do all of your research for you.
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“Doing research now takes about two weeks and it would have
been at least four times as long had we taken it externally.”
- Alyssa Hayes
800 4 8,700 EMPLOYEES TEAM
MEMBERS USER
AIRCRAFTS
6,500 4x PANEL
MEMBERS MORE
RESEARCH
Having their own panel, Gogo
was able to get data faster.
They’re also able to do more
research because of how much
time and money they’re saving
by having their own panel.
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PAN
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ANAG
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Status Quo
1,000 50 5.0%
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PAN
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Bliss
1,000 450 45.0%
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Send the survey to everyone.
Don’t know enough about respondents.
These respondents haven’t agreed to taking your surveys.
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“My client’s typical response rate on customer surveys have been
10-12% and we are averaging 30% in our new Target Audience
panel – finally feeling like we are building a community of
customers to get feedback from on a regular basis.”
- Kara O’Brien
350 50% PRODUCTS SAVED
ANNUALLY
9,000 35-48% PANEL
MEMBERS RESPONSE
RATE
Having their own panel,
Schwan’s was able to get results
fast. They’d get a request on
Thursday, field the survey on
Friday, and have top line results
by Monday.
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Why recruit and manage a panel?
Decrease the turnaround time on projects. Increase your research productivity.
Get higher survey response rates.
Build a rich profile about each panel member over time. Save money.
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Panel Management Process
Recruit Engage Reward
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Recruitment
Internal
ü
ü
ü
ü
Email Lists
Website Recruitment
Social Media
Point-of-Sale
ü
ü
ü
ü
External
Qualtrics
Lead Gen Vendors
Affiliate Networks
Ad Networks
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Profiling
Profiling Questionnaire Best Practices
ü
ü
ü
ü
ü
ü
Keep It Short. (e.g. 5-7 questions)
Personal. Conversational. Fun.
Stick To Basics. Collect More Data Later.
Remind Them About The Benefits of Joining.
Automate a Welcome Email Upon Completion.
Make Every Survey a Profiling Survey.
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Engagement
Five Tips to Increase Panel Engagement
1.
2.
3.
4.
5.
Make it simple and easy to participate.
Personalize each interaction as much as possible.
Help panel members see the impact of their feedback.
Target intelligently based on past interactions.
Establish a cadence and control contact frequency.
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1. Make it simple and easy to participate.
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2. Personalize each interaction as much as possible.
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3. Help panel members see the impact of their feedback.
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4. Target intelligently based on past interactions.
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5. Establish a cadence and control contact frequency.
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Win Some Swag Right Now
"nyurl.com/qswag
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Rewards
Four Tips for Rewarding Panel Members
1.
2.
3.
4.
Start conservative.
Simplicity rules.
If you aren’t sure, ask.
Automate as much as possible.
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Learn More
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tinyurl.com/panelmanagementguide