We use many words to describe those who answer our sometimes-tedious surveys: \u201crespondents\u201d, \u201cparticipants\u201d, \u201csubjects\u201d, etc. As some have noted, how about using \u201cpeople\u201d? Then maybe we\u2019d empathize better with them for what we are asking them to do, as Rudley Raphael very eloquently argues in his article. It\u2019s the right thing to do \u2013 give them a better experience, and we\u2019ll get better information back.<\/p>\n
The passing of Aretha Franklin last month got me back to her glorious music. Many of her songs informed my youth as they did culture, for the better.<\/p>\n
Of course, the liberation-anthem \u201cRespect\u201d received the repeat button treatment on my streaming device, even at work. It\u2019s such a transcendent song about how we often marginalize and take for granted those who bring positive results to our lives.<\/p>\n
Happens all the time. Happens in market research. In my view, there is a lack of R-E-S-P-E-C-T for online participants from many market researchers. Annie Petit, a well-respected research practitioner and a strong advocate for research participants said to me recently, \u201cIt\u2019s very easy for researchers to have unrealistic expectations of participants.\u201d<\/p>\n
To Annie, between a lack of R-E-S-P-E-C-T and a lack of understanding of online audiences, a somewhat sneering attitude continues to grow. This had led to a wide range of criticisms \u2014 from online participant dependability to their capabilities for valuable information to any need for incentives.<\/p>\n
With just a bit more appreciation and knowledge of online research participants, we can leverage their insights for more accurate data in studies. And be more professional.<\/p>\n
In short, an online panel is a community of research participants who share specific characteristics in common; e.g., general consumers, IT decision-makers, beer-drinkers, etc. They provide their opinion to research questions that fall into their area of knowledge.<\/p>\n
Without a doubt, online research panelists are experts in their field or interest \u2014 and experts should be consulted for their expertise, right? They are thought-leaders, in essence, audiences that might understand your products or industry better than anyone. What\u2019s critical is creating a well-chosen, well-developed, and highly-engaged community of these experts for online research purposes.<\/p>\n
The process of developing an online research panel involves collecting and storing critical profile data from each member of the panel. This includes demographic, psychographic, lifestyle, employment, and household decision-making responsibilities \u2014 information that is critical when targeting and qualifying panelists to participate in a survey.<\/p>\n
As an illustration, if Whole Foods is looking for a reaction from mothers, ages 20-25, on a new product for toddlers, they\u2019re going into the proverbial \u201cbelly of the beast.\u201d These moms are the real experts for specific market research, their feedback above that of pediatricians, food executives, or internet influencers.<\/p>\n
The reality is this: whether it\u2019s young moms in a study or Bill Gates at a tech conference, thought leaders typically provide quality data because they have skin in the game.<\/p>\n