Online Panels: Cheap And Effective, But Buyer Beware

The Internet has introduced a sea change in the market research industry, enabling online panels to deliver a cheaper, faster mode of data collection. But there is a dark side of online panels. Inherent biases can make the interpretation and projectability of data suspect. How can market researchers get the advantage of cost and speed but still have meaningful data and insights? You must find the right online panel to suit the business problem at hand, recognizing that not all panels are equally effective for all problems. Furthermore, you must challenge vendors to reveal their recruitment approach, the projectability of their results, and the applicability of advanced analytics to ensure that the data is understood and that the market research investment will pay off.