Survey Tips
Article written by Mathew Maniyamkott
Regular contributor to various magazines. Passionate about entrepreneurship, startups, marketing, and productivity.
14 min read
31 May 2024
In the words of Dan Zarrella, marketing without market research is like driving with your eyes closed. If we take that analogy further, developing and marketing a product without customer feedback is like driving with your eyes closed down a dark tunnel, with no idea what’s on the other side. That’s why an online survey panel is the solution here.
This article will talk about panel research and how to build an effective online survey panel.
If you are here looking for a tool to build an online survey panel, you can go ahead and try SurveySparrow’s online survey panel.
Let’s explore what an online panel is in an easy-to-understand way.
An online panel is a pre-screened online group that accurately represents your target group. These panel members can be drawn from various locations to participate in research studies. An online panel is used for many research studies like online surveys, mystery shopping, concept testing, and more.
Online panels, like SurveySparrow’s Audience Panels, profile each panel member before we can accept them for your study. We collect detailed demographic and background information to ensure that you have relevant data on the table for effective decisions.
A panel study is a marketing research method where businesses collect data repeatedly from a selected group of people.
Thus, the purpose of panel research is to provide you with a pre-screened custom audience for feedback on your products or services. Although many assume that survey panels and focus groups are the same, there is a slight difference. The latter’s size is restricted to 5-10 participants, while the former has a larger sample size.
By implementing panel services, companies can get accurate insights for just the beta products or throughout the entire product lifecycle. In addition, qualified panelists generally get incentives for their participation.
Closed Panels are invitation-only communities where participants are recruited through specific criteria to ensure the panel consists of a targeted demographic or interest group. Access to these panels is restricted to those directly invited or have passed through a screening process.
Closed panels are often used for specialized research where the quality and relevance of the panelists are crucial. They offer more control over the panel composition and can provide higher-quality data for niche markets or specific research objectives.
Open Panels allow anyone to join without an invitation or extensive screening process. These panels are more accessible and can grow quickly, offering a broad and diverse pool of respondents. However, the ease of access might lead to less engaged participants or a higher possibility of fraudulent responses.
Open panels are suitable for general market research where a wide variety of opinions and backgrounds are needed, and the research isn’t limited to a specific demographic or interest group.
Let’s take the case of 3D TVs (not the ones sold now).
The TV manufacturers assumed everyone would love them based on the success of ‘Avatar’. But it turned out to be a colossal dud. This is why extensive market research with effective market research software is essential.
Also, another point to note is that you will make incremental changes to products over time due to feedback from the customer. A panel study is the quickest way to test these changes before they hit the market.
Online panel surveys have become increasingly popular for various research needs due to their numerous advantages over traditional survey methods. Here are several reasons why researchers and organizations might choose to use online panel surveys:
Online panels reduce the need for physical materials, postage, and in-person staff, making them a more cost-effective option than traditional mail, telephone, or face-to-face surveys.
Data collection through online panels can be significantly faster, allowing for the rapid deployment of surveys and quick turnaround on results. This speed enables timely decision-making and insights.
Online panels, especially closed and specialty panels, provide access to specific demographic, geographic, or interest-based groups that might be difficult to reach through other means. This specificity can improve the relevance and accuracy of research findings.
Online panels can easily include participants from diverse locations, enabling national or global research efforts without the need for travel or localized resources.
Many online panels are managed to ensure active and engaged participants. Through screening processes and quality control measures, panels can offer reliable, high-quality data from respondents who match the study’s criteria.
Online surveys can incorporate various question types, from simple multiple-choice to complex matrix questions, as well as multimedia elements like images and videos. This flexibility can enhance the survey experience and improve response quality.
Participants can complete surveys at their own pace and convenience, increasing the likelihood of participation and completion. This convenience can lead to higher response rates and more representative data.
Online panel platforms often provide real-time data collection and analytics capabilities, allowing researchers to monitor response rates, analyze data as it comes in, and adjust survey strategies if necessary.
Online panels facilitate longitudinal studies, where the same participants are surveyed over time. This capability is valuable for tracking attitudes, behaviors, and trends changes.
By eliminating the need for paper and reducing travel, online panels are a more environmentally friendly option compared to traditional survey methods.
Each type of online survey panel serves a unique purpose, allowing researchers to tailor their studies to specific audiences or industries for more relevant and insightful data.
Use these three stellar tips to build your online survey panel:
First and foremost, your research objective should be well-defined and transparent. Then, you will have to choose the relevant audience and have a set expectation from your online panel. For example:
While the panel provider does this, here are a few steps you can follow if you’re planning to create a survey panel yourself.
Did you know that you can make all these aspects easier with automation? For example, you can automate every step of your research with SurveySparrow’s online survey software, from recruitment surveys to emails and reports.
Here are the reasons why:
There are multiple advantages for a company that has a readily available group of panelists for data collection. The advantages include:
Data is collected online and almost instantly. Thanks to online survey software, you can process and analyze that data almost instantly as well.
Compared to other methods like phone calls, online survey panels are a cost-effective solution as the provider conducts recruitment, profiling, and appropriate incentives. A B2B panel usually costs more for the expertise and higher compensation than a consumer panel.
Online survey panels often comprise respondents from different regions or countries. This allows you to gather a diverse set of opinions and ensures a more comprehensive understanding of market conditions across various geographies.
Since the surveys are administered online and standardized for all respondents, there’s less chance for researcher bias to creep in. This ensures that the results you gather are more objective and reliable.
Survey instruments can be quickly updated or modified based on ongoing feedback. If you spot an issue with a particular question or need to add more information, online panels allow for rapid adjustments without disrupting the entire survey process.
Panel members get incentives for their feedback, which helps boost the participation rates. What’s more, panel members are people who have opted in to take your surveys. So, they will be more interested in your survey than the average respondent.
A dedicated panel is a boon for the product development cycle. That’s because they are involved in your product from the beginning. In addition, their user experience from previous stages helps them to give more insightful feedback.
An online panel will give you a realistic, long-term view of your business. For example, by periodically using Voice of Customer surveys, you can measure the changes in user perception. Tools like SurveySparrow’s NPS will help you gauge overall satisfaction and enable you to drill down to the root of a specific problem.
The best part about employing an online survey panel is that you get exceptional ROI due to the highly targeted and qualified respondents. Moreover, due to previous interactions and familiarity with your brand, the respondents are more willing to talk to you.
SurveySparrow transforms traditional surveys into engaging conversations. This unique approach can lead to higher completion rates as participants find the interactive format more enjoyable and less tedious, encouraging more thoughtful and comprehensive responses.
The platform offers powerful real-time analytics, enabling users to access and analyze data as responses are submitted instantly. This feature allows for quick decision-making, with the ability to monitor trends, measure response rates, and assess survey effectiveness on the fly.
SurveySparrow supports advanced segmentation, allowing researchers to tailor their surveys to specific groups within their panel based on demographics, past responses, or behavior. This precise targeting ensures that the data collected is more relevant and insightful, leading to more accurate conclusions.
The platform’s automation capabilities save time and improve efficiency by scheduling survey distributions, sending automatic reminders to non-respondents, and managing follow-up communications. This automation ensures consistent participant engagement without manual intervention.
SurveySparrow enables survey distribution across multiple channels, including email, social media, SMS, and web embeds. This flexibility ensures that surveys reach participants through their preferred channels, increasing accessibility and participation rates across diverse audiences.
Beyond just survey creation and distribution, SurveySparrow offers integrated panel management tools that help maintain an active and engaged panel. This includes features for recruiting new panelists, updating panelist information, and segmenting your panel for targeted research efforts.
A personalized walkthrough by our experts. No strings attached!
This article describes the concept and purpose of survey panels, the definition of an online survey panel, its advantages, and tips for creating one.
Once you follow all the steps outlined, you have a good starting point for long-term market strategies. Good luck!
Thousands of brands trust SurveySparrow to turn feedback into growth. Try it free today!
Survey Tips
11 MINUTES
3 July 2023
Survey Tips
15 MINUTES
23 January 2024
Survey Tips
13 MINUTES
14 November 2018
Survey Tips
14 MINUTES
26 December 2018
14-day free trial • Cancel Anytime • No Credit Card Required • No Strings Attached
