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The growing ubiquity of using online panels for research has been a Faustian bargain for many Consumer Market Research professionals. The result has been cheaper, faster, more complex surveys. It has also been the cause of much anxiety, as researchers wrestled with doubts about "who are these people anyway?" That is, are the studies fielded using samples from online panels truly representative of the market being analyzed?
Behind this question is a whole host of concerns ranging from the nuts and bolts of panel management, suspicion of the psychological motivations of those who sign up to be on an (or multiple) online panels, and repeated stories about professional survey takers and other "evil doers." All of these concerns were compounded by a lack of transparency in panel-quality metrics. Basically, it was very hard to assess the quality of an online panel with any accepted, auditable, easy-to-assess metrics. Industry associations have been very slow to provide a solution. Compounding this issue, the ready availability of easy-to-use, inexpensive, online survey tools has allowed many new (non-Consumer Market Research professionals) people to field surveys. These new survey fielders are unaware of the risks they should be on guard against when using online sample.
This is the year when Consumer Market Research professionals can start to calm down. Several panel quality initiatives being introduced — including MarketTools TrueSample and Peanut Labs Optimus — promise to rip the cloak of invisibility from panel quality issues and actually provide easy-to-substantiate ways to ensure that sample is "good." Since much of the provider and association side of the industry has been slow to push for such a resolution, it is heartening to see significant buyers propel it forward with their demands for a clean, projectable, sample.
Agenda:
Vendors mentioned: MarketTools, Peanut Labs, others
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Today, almost half of the quantitative research in the US is being conducted with online panels. While online panels provide vastly lower costs and increased speed, they also create heartburn and anxiety for market researchers because of the lack of confi
Conventional wisdom holds that online panels are inherently problematic in supplying projectable findings to the general population — online and offline. Critics assert that online panels aren't representative and that new types of dirt in the data — such
Professional survey takers (PSTs) are the potential Achilles' heel of the online panel industry. This issue was thrust into the awareness of the market research community almost three years ago when comScore indicated that its behavioral tracking panel sh
Market researchers today are using online surveys in droves — in stark contrast to previous models of software package use and pure outsourcing. Why? They are quick, inexpensive, and offer advanced capabilities along with the growing availability of onlin
Market research professionals assume significant risk when designing studies to drive business decisions. Bogus study findings can lead to bad decisions, and research will run aground if the surveyed population is not representative of your market. Online
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 projectabilit
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