Thursday, September 21, 2006
And to deliver this engagement for marketing effectiveness - well that is where the panel quality has to be in high order. You just cannot have participants (not respondents!) lapsing through poor service, rewards or bad management.
A note here - it is easy to talk a great game on panel management quality - sampling, recruitment, rewards, purging - geez I hear them every day from every corner of our research world. This market is now becoming so mature that we even have Network Effects starting - you know they all sound the same make the same claims and use the same paradigms! Beware of this - The word Panel means many things to many people. It is not that some people lie or cheat the system just that their core definition is not consistent with yours (or mine). This drives me crazy. The ESOMAR guidelines perhaps helped a little but in reality as far as panels go they left as many holes as they filled in:
Is it a Managed Panel? Yes of course it is managed! And there you go. Presto! We have a managed panel! I want to see us take this discourse further - validation of the panel, evidence on response rates, exposing outsourcing, exact sampling technique - is it really balanced? Most people don't even know whatthat means, especially when they don't have a research background (hence my point below about Researchers being the custodians of panels).
When you get a quality panel with quality people managing it, well that is when you create the platform for engagement.
A note here - it is easy to talk a great game on panel management quality - sampling, recruitment, rewards, purging - geez I hear them every day from every corner of our research world. This market is now becoming so mature that we even have Network Effects starting - you know they all sound the same make the same claims and use the same paradigms! Beware of this - The word Panel means many things to many people. It is not that some people lie or cheat the system just that their core definition is not consistent with yours (or mine). This drives me crazy. The ESOMAR guidelines perhaps helped a little but in reality as far as panels go they left as many holes as they filled in:
Is it a Managed Panel? Yes of course it is managed! And there you go. Presto! We have a managed panel! I want to see us take this discourse further - validation of the panel, evidence on response rates, exposing outsourcing, exact sampling technique - is it really balanced? Most people don't even know whatthat means, especially when they don't have a research background (hence my point below about Researchers being the custodians of panels).
When you get a quality panel with quality people managing it, well that is when you create the platform for engagement.
