succeet: Rogator hosts two panel discussions and a workshop on online panels at succeet23. Why are online panels important in market research?

Online panels can be used to obtain representative information about a specific target group or market. Online panels are also often more cost-effective than traditional research methods such as face-to-face interviews or telephone surveys. Depending on the application, it is important to consider whether to use an existing access panel on the market or to build your own panel specifically for the topic in question.

What are the potential benefits of having your own effectively managed target group panel and how can companies take advantage of them?

The advantages of having your own customer panel are obvious: fast access to results "on the same day" or even "during the current session", high confidentiality, a cost advantage if the number of projects is sufficient and, above all, the possibility of targeted recruitment of respondents from a specific community who would never be found in sufficient numbers via an access panel.

What is a community from Rogator's perspective and what are the defining aspects of a community?

In general terms, a community can be defined as a group of people who share a common interest in a topic and who regularly interact with each other in a common (virtual or physical) place to discuss that topic.

In terms of market research, this includes communication and interaction with the community's operator. It is important to consider the extent to which the operator exerts influence. This influence can range from simply observing the interactions with occasional topic suggestions to complete control of the interactions through moderated chats or focus groups.

What makes a group of people a community?

Everyone should consider how strictly they want to use the word ‘community’. Some operators call a relatively ordinary panel a community, even if it is mainly about surveys and no interaction between the panelists themselves. Nevertheless, there is often ongoing interaction with the operator on such platforms, often in the form of publication of results and other messages. If you want to be very strict, a real community would have to include personal exchanges between members. In this context, however, I think we should be honest and acknowledge that in market research some terms are used without a single precise definition. Therefore, for me, the main criteria for a group to be called a ‘community’ are a common theme, ongoing discussion, ongoing development of the theme, and a relatively large number of members (at least a few hundred).

Once a company has set up its own online panel, how can it ensure that it remains successful in the long term and delivers the desired benefits?

The most important aspect is to have interesting survey projects that take place with sufficient frequency. People want to express their opinions and if they cannot because there is only ‘something to do’ twice a year, they lose interest. I think that is the main driver. Incentives and communication can temporarily mask some other weaknesses, but the most important thing is interesting topics and projects, especially diverse surveys.

If you want to learn more about what to look out for when building a customer panel or community, register for our panel discussion "Do’s and Don’ts in designing and building your own panel & online communities - A podium discussion with Rogator" on October 25th at succeet23 in Wiesbaden.

If you have already set up your own online panel, you can learn more about the possibilities and experiences after the panel has gone live in our workshop "Your own online panel is up and running. Now what? – Opportunities, challenges and practical experience" also on October 25th 2023 at succeet23 in Wiesbaden.