Are you conducting data-driven research? Custom online research panels continue to be one of the most effective tools to reliably reach your customers for surveys, focus groups, and online communities. Designed and used correctly, an online panel allows you to tap your customers for quick and accurate answers to your most pressing research questions. This includes concept tests, customer satisfaction and engagement, product and package design, and more. In addition, with the advent of customer and consumer data appends, custom online research panels are transforming the way companies mine insights from their available data. As you begin to consider if a custom online research panel is right for you, consider these five advantages vs. sourcing a general online panel.
FGI Customer Spotlight: NJNG New Jersey Natural Gas (NJNG) was recently recognized by Chartwell as a best practices leader in using online customer panels for advanced marketing research in the utility industry. Using FGI's online panel solution, NJNG is generating customer insights faster and better than ever before.
So you’ve built your custom online panel. Now, how can you make sure the resource is being used effectively? Your consumer panel functions as an extension of your brand and needs to be cared for, like any other valued resource. The most important thing to remember about your custom panel is that it is comprised of people. They are your customers first and foremost, so it is extremely important for it to be carefully and actively maintained, without being overused. In addition to managing the frequency of survey invitations, there are a number of other key areas that require focus and attention.
The relationship between your business, your research, and your consumers is like an Oreo cookie. Your business is the face of the Oreo, with the logo that makes it distinct and recognizable as a top-notch snack. Your consumers are the bottom cookie, supporting your business, making the whole package sweeter and easier to handle.
Shopping for clothes isn’t always an easy task. There are a number of decisions that need to be made to make sure that you go home with exactly what you want. Is it the right style? Is it durable? How much can I afford to spend?
Plenty of people like hot tea. Many others love iced tea. Anyone for lukewarm tea? Didn’t think so. Well, if you’re launching new products and expensive advertising campaigns without segmenting your customers, you might as well be serving lukewarm tea. Too many companies develop products, services, features, and ad campaigns that attempt to satisfy the average customer or the average preferences of their customers. Here’s the catch: there isn’t an average customer.
Building an online panel with the right composition of panelists is a lot like cooking vegetable soup. Depending on your personal taste and preferences (as well as budget), you bring together a variety of ingredients and stir.
Do you have a custom online panel, or are you considering one for 2012? Make sure you avoid these common mistakes (highlighted in the slides below) to get the data you need.
Conducting a refresh on your custom research panel is kind of like dragging your fall clothes out of the attic in October. Ideally, everything you carefully put into place in the spring still fits, but in all likelihood, a few things are going to go to the thrift store and you’ll have to make a trip to the mall for new sweaters.