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.

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.

Panelist X is an African American male in his early 30’s living in Seattle, Washington. He works part time while attending graduate school and is married with a young child. His hobbies include reading, racquetball, and doing work around the house.

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.