This document provides an overview of panel communities and their benefits. It is part of a 5-part educational series on panel communities. Panel communities engage customers, employees, or partners through private online communities to capture feedback and insights. These insights can then drive innovation, increase loyalty, boost revenue, and extend marketing reach. Successful panel communities require planning, proper infrastructure, support for members, and encouragement of participation. They provide rapid, low-cost insights over time. Examples from General Mills and Esprit show how panel communities can help test new products and drive revenue.

1. PANEL COMMUNITIES:
WHAT YOU NEED TO KNOW
1 OF 5 // PANEL COMMUNITY “HOW TO” SERIES

2. PANEL COMMUNITY “HOW TO” SERIES 2
A 5-PART EDUCATIONAL PROGRAM
I. THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW
II. GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL
III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE
IV. INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
V. OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST
EFFICIENCIES AND IMPACT

3. AGENDA 3
1. Introduction to Globalpark
2. What is a panel community?
3. Strategies and keys to success
4. The Payoff! (Examples)
5. Summary

4. GLOBALPARK: WHAT WE DO 4
ONLINESOFTWARE FOR ENTERPRISE-WIDE FEEDBACK MANAGEMENT
Gain insights from the
people that matter most: HUMAN
RESOURCES
Consumers
Employees
Partners
PUBLIC
…more! RELATIONS
MARKETING
RESEARCH

5. GLOBALPARK: WHAT WE DO 5
ONLINESOFTWARE TO ENGAGE, LISTEN TO & ACT ON {CUSTOMER} FEEDBACK
• Build a feedback platform
• Panel and/or community
Engage
• Analyze responses to questions, surveys (quantitative)
• Observe self-led discussions, actions (qualitative)
Listen
• 1:1, for more effective individual interactions
• 1:many, for improved product/service/strategy
Act

6. GLOBALPARK: CLIENTS AND RESULTS 6
BROADCASTING THE VOICE OF THE CUSTOMER INTO EVERYDAY BUSINESS
PRODUCT CUSTOMER CAMPAIGN MARKETING
INNOVATION LOYALTY EFFECTIVENESS REACH

7. AGENDA 7
1. Introduction to Globalpark
2. What is a panel community?
3. Strategies and keys to success
4. The Payoff! (Examples)
5. Q&A

8. PANEL COMMUNITIES: 8
A DIRECT CHANNEL TO YOUR CUSTOMERS
Get on-demand insights to...

9. ACTIONABLE INSIGHTS ARE KEY 9
FOR MARKET SUCCESS
Drive product innovation
Increase customer loyalty
Market
Improve campaign effectiveness
Extend marketing reach

10. 10
product innovation
Insights for customer loyalty
Market
campaign effectiveness
marketing reach

11. A PANEL COMMUNITY IS BASED ON 11
RECIPROCITY
Get insights on-demand
Involvement:
• insider access
Involvement
• Incentives (points, prizes)
• Impact

12. PANEL COMMUNITY IN ACTION: 12
ENGAGE. LISTEN. ACT!.
product innovation
Insights customer loyalty
Market
Involvement campaign effectivity
marketing reach
ENGAGE. LISTEN. ACT!

13. 13
2. HOW DOES A PANEL COMMUNITY WORK?

14. HOW A PANEL COMMUNITY WORKS 14
Globalpark Panel Community
Your What they What they talk Where all that
customers. think. about. happens.

15. PANEL MGMT 15
Globalpark Panel Community
What they What they talk Where all that
Panel think. about. happens.
Management
for 200 to 2 million members:
recruiting, grouping, sampling,
incentivization, panel quality

16. POST PANEL 16
Globalpark Panel Community
Panel What they What they talk Where all that
Management think. about. happens.

17. SURVEY 17
Globalpark Panel Community
Panel Surveys & What they talk Where all that
Management about. happens.
“asking questions”
Get feedback through state-of-
the-art online and mobile
questionnaires, surveytainment

18. POST SURVEY 18
Globalpark Panel Community
Panel What they talk Where all that
Management Survey about. happens.

19. COMMUNITY 19
Globalpark Panel Community
Panel Where all that
Management Survey Community & happens.
“observation”
Moderated or self-led chats,
forums; blogs, ratings, search;
social networking integration

20. POST COMMUNITY 20
Globalpark Panel Community
Panel Where all that
Management Survey Community happens.

21. WEBSITE 21
Globalpark Panel Community
Panel Community Where it all
Management Survey oolbox happens.
Website
The primary place to interact
with your customers, and
where they meet each other

22. THE FOUR PARTS OF A PANEL COMMUNITY, 22
TECHNICALLY SPEAKING.
Globalpark Panel Community
Panel
Management Survey Community Website

23. PANEL COMMUNITY BENEFITS 23
Rapid turnaround
Low cost
Longitudinal insights
Consumer empowerment
Reliable results

24. AGENDA 24
1. Introduction to Globalpark
2. What is a panel community?
3. Strategies and keys to success
4. The Payoff! (Examples)
5. Summary

25. IT TAKES A RESEACHER… 25
To be successful, panel communities require care & feeding
More panels die of neglect than overuse
Panelists need to be kept engaged & involved
Companies that enable feedback across multiple departments see
exponential increases in value
Don’t go it alone! MR agencies have all the skills necessary to add
value to your proprietary panel

26. ARE YOU READY FOR A PANEL COMMUNITY? 26
Important Questions to Ask Yourself
Does the demand exist for more customer insight?
Do the touch-points exist to recruit members?
Do you have the required skills in-house, or
do you need outside assistance?
Survey design & data analysis
Operational assistance
Community management

27. KEYS TO SUCCESS 27
Planning
Infrastructure
Support
Encouragement

28. NEXT STEPS* IMPLEMENTAION 28
Q: A:
How does one go about building Consider the deployment options
an advisory community? and how they match with your skills,
resources, budgets and timing
Full service
Self service
Collaborative
*HINT: VIEW OUR PANEL COMMUNITY “HOW TO” SERIES!

29. AGENDA 29
1. Introduction to Globalpark
2. What is a panel community?
3. Strategies and keys to success
4. The Payoff! (Examples)
5. Summary

30. GENERAL MILLS DOES MORE WITH LESS 30
CASE STUDY
Goals
Test new product concepts among key targets
Household composition
Where they shop
What they buy
Invite panelists within the Minneapolis market area
for sensory testing at their test kitchens

31. GENERAL MILLS DOES MORE WITH LESS 31
CASE STUDY
Solution
General Mills deployed a number of advisory
communities to conduct qualitative & quantitative
research
Respondents recruited via multiple methods
Segmentation and profiling enables targeting
according to household composition, the types
of products bought and where they shop

32. GENERAL MILLS DOES MORE WITH LESS 32
CASE STUDY
Results
At-the-ready respondents scale research
efforts while keeping costs down
Project volumes have increased to 1,500+ per year
Per project costs have been reduced to <$2,500

33. ESPRIT DRIVES REVENUE 33
CASE STUDY
Goals
Esprit At-A-Glance
Amplify the voice of the customer • Founded in 1968
across the entire business •Sold in 5 continents, 40+ countries
• 640 freestanding stores
Create market-driven products/offers • Over 12,000 wholesale customers
• 20,000+ products designed each year
Be able to quickly impact sales • 12 product lines for women, men, kids

34. ESPRIT DRIVES REVENUE 34
CASE STUDY
Solution
1.5 million member panel community
Recruitment with valued customer club,
newsletters and raffles
Systematic product testing
Coupon incentive management

35. ESPRIT DRIVES REVENUE 35
CASE STUDY
Results
Increased revenue attributed to market-
driven product development, marketing Decreased
campaign testing Costs
More efficient tracking and management Engaged Increased
of customer communications Customers Revenues
On-demand lever to control sales activity
via coupon system
Engaged customers

36. AGENDA 36
1. Introduction to Globalpark
2. What is a panel community?
3. Strategies and keys to success
4. The Payoff! (Examples)
5. Summary

37. THE PAYOFFS OF PANEL COMMUNITIES 37
Private online communities engage
{customers, employees, partners}
and capture actionable insights
that drive business improvement
INNOVATION LOYALTY REVENUE REACH

38. PANEL COMMUNITY “HOW TO” SERIES 38
A 5-PART EDUCATIONAL PROGRAM
I. THE PAYOFFS OF PANEL COMMUNITIES: WHAT YOU NEED TO KNOW
II. GET STARTED: 5 STEPS TO BUILDING A CUSTOM PANEL
III. ENGAGE: KEEP YOUR PANEL COMMUNITY ACTIVE
IV. INNOVATE: PANEL COMMUNITIES IN THE SOCIAL MEDIA AGE
V. OPTIMIZE: AUTOMATE AND INTEGRATE YOUR PANEL FOR GREATEST
EFFICIENCIES AND IMPACT

39. ABOUT US Globalpark providespanel, community and surveysoftwarethatenablesorganizations to manage
whatmattersacrosstheenterprise. Bycapturingfeedback and trackingbehavior of customers, employees
and partners, theygaininsightsthatdrivebetterbusinessdecisions. Byidentifying and
empoweringinfluentialadvocates, theybuildreputation and extendreach.
Founded in 1999, Globalpark softwareisGerman-engineered and globally-testedbyleadingbrands and
topmarketresearchinstitutes, including: Continental, Daimler, General Mills, GfK, IDC, Nintendo,
SonyBMG, TNS, Warner Music and Wrigley. Globalpark isstaffedbyrenownedresearchpioneers,
withofficesacrossthe US, UK, Germany and Austria.
Globalpark AG Globalpark Inc.
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Great Britain Austria
Tel.: +44 207 403 3900 Tel.: +43 1715 0289 11
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www.globalpark.co.uk www.globalpark.at

40. © 2010 – Globalpark AG, Globalpark UK Ltd., Globalpark Inc., Globalpark Oesterreich GmbH
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