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1 
April 1, 2014 
Darren Bosik 
Developing a Social Online Panel 
Senior Methodologist 
QuestBack 
© 2012 QuestBack, SA All Rights Reserved.
2 
Agenda 
1. Panel Basics and Challenges 
2. Developing a Social Panel 
3. Senior Management Buy In 
4. Tools and Technologies 
5. Q&A 
© 2012 QuestBack, SA All Rights Reserved.
3 
online research 
panels 
Pre-recruited group of people who have agreed to participate in 
market research studies in return for some sort of incentive or 
compensation. 
Consumer Panels 
B2B Panels
4 panel building & 
management 
Recruiting & profiling 
suitable panelists 
Communication: 
panel website, email 
or mobiles 
Engaging 
panel design 
Ensuring high 
data quality 
Inviting the right 
participants 
Creating 
professional 
surveys 
Feedback & 
incentivising 
panellists 
Automated 
processes/functionality
5 4-phase 
process
6 lifecycle 
management 
Goal – Effective engagement strategy that meets the evolving needs of respondents 
throughout their lifecycle as members of the community.
7 lifecycle 
management
8 
panel 
challenges 
Cooperation Validity 
Maintenance Conditioning
9 panel 
challenges
10 
panel management 
challenges 
1. Representative mix on the panel 
2. E-mails make it to panel members 
3. Checking to ensure that panelists are 
who they claim to be 
4. Ensure questions are answered properly 
5. Tracking and paying incentives to 
panelists 
6. Answering inquiries
11
12 social 
panels
13 social 
panels
14 
social 
panels 
Professional platform to engage customers in 
qualitative and interactive feedback projects.
social 
panel benefits 
• Online qualitative research 
• Quantitative and qualitative 
research with integrated data 
• Panelists rate other panelists 
through a star rating 
• Select participants based on 
segmentation 
• Group discussions with forums or 
chats 
• Diary studies with personal blogs 
• Innovation & co-creation with 
mixed mode research – 
quant/qual
QuestBack for MR 16 
research 
options
17 
socialized Socialized Panel 
panel 
testing Testing Benefits 
benefits 
Revise concepts and re-post them to the panel for review 
Accommodate several hundred participants for concept review 
Create subgroups of online participants based on lifestyles, 
attitudes, and demographics. Probe about concepts and see how 
the groups differ 
Cover a wide range of topics in one place 
Invite social panel members to participate in use tests to see how 
they experience concepts in the real world
18 Time Warner 
social panel
19 
Htc mobile phone 
social panel 
Identify new ideas in the marketplace 
HTC customer innovation community 
• Provides insights through forums, 
blogs, diaries, and survey throughout 
product development lifecycle. 
The result? 
• HTC actively tests new products, 
packaging, and pricing concepts 
before launch.
20 Htc mobile phone 
social panel
socializing panels 
through Facebook 
• Embed surveys, a panel or a 
community into Facebook 
• Keep your panel profiles updated 
• Notify respondents about 
research activities on Facebook 
• Surveys and projects are not 
carried out on Facebook but in a 
separate software system and 
stored at a data center.
22 socializing panels 
through Facebook
23 socializing panels 
through Facebook
24 
Facebook 
feedback loop 
community 
Survey Data 
Insights and 
Action
25 
Facebook 
community 
Survey Data 
Insights and 
Action 
Private 
Social Panel 
Interactive 
Research 
Insights and 
Action
26 
Facebook 
extended community 
• Structure dialogue 
through forums, 
moderated chats, 
and quantitative 
and qualitative 
surveys 
• Profile, segment 
and target 
communications 
appropriately 
• Manage activities, 
fan feedback, 
participation 
Your PRIVATE 
Social Panel 
Right on Your 
Facebook 
Page!
27 Facebook 
segmentation
28 
senior management 
buys in 
• Clearly define the panel 
• Accentuate quality 
• Conduct cost effective research 
• Agility and Flexibility
29 
Path to a 
social panel 
Panel 
• Manages a pool of persons who are repeatedly invited to systematic 
surveys 
• Save responses and improve analytics, segmentation and targeting 
Panel 
Portal 
• Add a website portal to the panel and give respondents a “digital home“ 
• Automate reward management, share news 
Social 
Panel 
• Expand the portal to a specialized, targeted panel 
• Do qualitative or mixed mode online research, increase participation rates 
Social 
Insight 
• Embedded the community into the Facebook environment 
• Tap into social profiles, reach difficult target groups, improve notification
30 Enterprise Feedback 
Management suite
31
32 
Q&A 
Free consultation on today’s topic 
Contact: 
Darren Bosik 
Darren.Bosik@Questback.com
33 
Thank you

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How to Build a Social Online Research Panel

  • 1. 1 April 1, 2014 Darren Bosik Developing a Social Online Panel Senior Methodologist QuestBack © 2012 QuestBack, SA All Rights Reserved.
  • 2. 2 Agenda 1. Panel Basics and Challenges 2. Developing a Social Panel 3. Senior Management Buy In 4. Tools and Technologies 5. Q&A © 2012 QuestBack, SA All Rights Reserved.
  • 3. 3 online research panels Pre-recruited group of people who have agreed to participate in market research studies in return for some sort of incentive or compensation. Consumer Panels B2B Panels
  • 4. 4 panel building & management Recruiting & profiling suitable panelists Communication: panel website, email or mobiles Engaging panel design Ensuring high data quality Inviting the right participants Creating professional surveys Feedback & incentivising panellists Automated processes/functionality
  • 6. 6 lifecycle management Goal – Effective engagement strategy that meets the evolving needs of respondents throughout their lifecycle as members of the community.
  • 8. 8 panel challenges Cooperation Validity Maintenance Conditioning
  • 10. 10 panel management challenges 1. Representative mix on the panel 2. E-mails make it to panel members 3. Checking to ensure that panelists are who they claim to be 4. Ensure questions are answered properly 5. Tracking and paying incentives to panelists 6. Answering inquiries
  • 11. 11
  • 14. 14 social panels Professional platform to engage customers in qualitative and interactive feedback projects.
  • 15. social panel benefits • Online qualitative research • Quantitative and qualitative research with integrated data • Panelists rate other panelists through a star rating • Select participants based on segmentation • Group discussions with forums or chats • Diary studies with personal blogs • Innovation & co-creation with mixed mode research – quant/qual
  • 16. QuestBack for MR 16 research options
  • 17. 17 socialized Socialized Panel panel testing Testing Benefits benefits Revise concepts and re-post them to the panel for review Accommodate several hundred participants for concept review Create subgroups of online participants based on lifestyles, attitudes, and demographics. Probe about concepts and see how the groups differ Cover a wide range of topics in one place Invite social panel members to participate in use tests to see how they experience concepts in the real world
  • 18. 18 Time Warner social panel
  • 19. 19 Htc mobile phone social panel Identify new ideas in the marketplace HTC customer innovation community • Provides insights through forums, blogs, diaries, and survey throughout product development lifecycle. The result? • HTC actively tests new products, packaging, and pricing concepts before launch.
  • 20. 20 Htc mobile phone social panel
  • 21. socializing panels through Facebook • Embed surveys, a panel or a community into Facebook • Keep your panel profiles updated • Notify respondents about research activities on Facebook • Surveys and projects are not carried out on Facebook but in a separate software system and stored at a data center.
  • 22. 22 socializing panels through Facebook
  • 23. 23 socializing panels through Facebook
  • 24. 24 Facebook feedback loop community Survey Data Insights and Action
  • 25. 25 Facebook community Survey Data Insights and Action Private Social Panel Interactive Research Insights and Action
  • 26. 26 Facebook extended community • Structure dialogue through forums, moderated chats, and quantitative and qualitative surveys • Profile, segment and target communications appropriately • Manage activities, fan feedback, participation Your PRIVATE Social Panel Right on Your Facebook Page!
  • 28. 28 senior management buys in • Clearly define the panel • Accentuate quality • Conduct cost effective research • Agility and Flexibility
  • 29. 29 Path to a social panel Panel • Manages a pool of persons who are repeatedly invited to systematic surveys • Save responses and improve analytics, segmentation and targeting Panel Portal • Add a website portal to the panel and give respondents a “digital home“ • Automate reward management, share news Social Panel • Expand the portal to a specialized, targeted panel • Do qualitative or mixed mode online research, increase participation rates Social Insight • Embedded the community into the Facebook environment • Tap into social profiles, reach difficult target groups, improve notification
  • 30. 30 Enterprise Feedback Management suite
  • 31. 31
  • 32. 32 Q&A Free consultation on today’s topic Contact: Darren Bosik Darren.Bosik@Questback.com