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How to Use Online Survey Panel Providers for Market Research

Online Survey Panel Providers – Audio Version of this Post


Market research is an important tool for companies and organizations to gain data from consumers and the population. With the help of the data, insights into people’s structure, opinions and behaviors can be gained and used for scientific or business purposes. One of the most efficient and cost-effective methods of conducting market research is the use of an online survey panel.

What is an online survey panel provider?

An online survey panel provider is a platform that enables businesses and organizations to conduct market research through online surveys. The panel provider recruits a large and diverse group of individuals who have agreed to participate in surveys in exchange for incentives, such as cash rewards or entries into sweepstakes. The panel provider then provides businesses and organizations with access to this pool of participants, allowing them to conduct surveys and gather data about consumer attitudes, opinions, and behaviors.

Online survey panel providers are a valuable tool for businesses and organizations looking to conduct market research. By using online surveys to gather data from a large and diverse pool of participants, businesses and organizations can gain valuable insights into consumer attitudes, opinions, and behaviors, and use this information to inform their marketing and business decisions.

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Benefits of using an online survey panel provider for market research

One of the main advantages of using an online survey panel is that it gives companies and organizations quick access to a large pool of participants who match their target audience. They can collect and analyze representative data in a timely manner to react to market changes and make decisions in a timely manner. They provide precise targeting and tremendous reach with millions of potential participants, and enable the inclusion of multimedia features such as video, audio, and images in the study. Data is securely centralized and managed, and panelists are regularly checked for changes in their profile.

Another benefit of online survey panel providers is that they can help to eliminate biases that may occur when conducting surveys. For example, if a business were to conduct a survey by reaching out to individuals through their own network or customer base, the data collected may be biased because it only reflects the opinions of those individuals who are already familiar with the business. By using an online survey panel provider, businesses and organizations can access a larger and more diverse group of participants, reducing the risk of bias in the data collected.

Here are some of the key benefits of using an online survey panel for market research at a glance:

  • Access to a Large and Diverse Pool of Participants
    Online survey panel providers have access to a large and diverse group of people.
  • Time and Cost Efficient
    Online surveys can be distributed and completed quickly and efficiently, reducing the time and resources required to conduct market research.
  • Elimination of Bias
    By using an online survey panel provider, businesses and organizations can access a larger and more diverse group of participants, reducing the risk of bias in the data collected.
  • Easy Data Collection and Analysis
    Online survey panel providers often provide businesses and organizations with access to advanced data collection and analysis tools, making it easier to collect and analyze data from participants.
  • Customizable Surveys
    Online survey panel providers often offer customizable survey templates, allowing businesses and organizations to create surveys that are tailored to their specific needs.

Using online survey panel providers for market research also allows businesses to put their products and services to the test before introducing them to the market. They provide reliable data and insights to professional researchers and consultants that they can use to make informed decisions.
Overall, online survey panel providers are an excellent solution for businesses looking to conduct market research quickly, efficiently, and economically.

Online survey panel provider benefits

The Risks of using online survey panel providers for market research

While online survey panel providers offer many benefits for businesses and organizations looking to conduct market research, it is important to consider the potential risks of using these platforms as well.

Here are some of the key risks of using an online survey panel provider for market research:

  • Quality of Participants
    While online survey panel providers have access to a large pool of participants, not all of these participants may be engaged or motivated to complete surveys. This can result in lower quality data and less representative results.
  • Bias in Participants
    Participants in online survey panels may have a bias towards participating in surveys for the incentives offered, rather than providing genuine opinions. This can result in biased data and less representative results.
  • Data Privacy and Security
    Online survey panel providers are responsible for collecting, storing, and analyzing sensitive data from participants. There is a risk of data breaches and privacy violations, which can harm the reputation of businesses and organizations.
  • Cost
    While online survey panel providers can be more cost-effective than traditional market research methods, they can still be expensive, particularly for businesses and organizations that need to conduct a large number of surveys.
  • Quality of Data Collection and Analysis Tools
    The quality of the data collection and analysis tools offered by online survey panel providers can vary widely. If the tools provided are not up-to-date or reliable, businesses and organizations may not be able to accurately analyze the data they collect.

Engaging an online survey panel provider for market research can be a cost-effective and efficient way to gather data and insights about consumer attitudes, opinions, and behaviors, it is important to consider the potential risks involved. You should carefully evaluate the quality of the participants, data privacy and security, cost, and quality of the data collection and analysis tools before using an online survey panel provider.

How to choose the right survey panel provider

Choosing the right online survey panel provider for your market research needs requires careful consideration of your research goals. By following the below mentioned. tips, you can find the right provider to meet your needs and gather data and insights that will inform your decision making.

Here are some of our tips for choosing the right online survey panel provider for your market research needs:

  1. Define Your Research Goals
    Before selecting an online survey panel provider, it is important to clearly define your research goals and objectives. This will help you to determine which provider is best suited to meet your needs.
  2. Evaluate the Size and Diversity of the Panel
    The size and diversity of the panel offered by the online survey panel provider is important, as it can affect the representativeness and accuracy of the data collected. Make sure the provider you choose has access to a large and diverse pool of participants.
  3. Consider Data Privacy and Security
    Protecting participant data is important, and it is essential to choose a provider that takes data privacy and security seriously. Make sure the provider you choose has robust security measures in place to protect participant data.
  4. Evaluate Data Collection and Analysis Tools
    The quality of the data collection and analysis tools offered by online survey panel providers can vary widely. Make sure the provider you choose offers advanced tools that will help you to collect and analyze data effectively.
  5. Consider Cost
    Although online survey panel providers can be less expensive than traditional market research methods, larger surveys can add up to a larger sum. Make sure the provider you choose offers a cost-effective solution that fits your budget.

Creating a survey

To get the most value from your online survey, it is important to create a well-designed and effective survey that will accurately capture participant attitudes, opinions, and behaviors.

Best practices for creating a survey

By following b.m. best practices, you can create surveys that accurately capture data and insights that will inform your decision making.

Here are the best practices for creating a survey to be administered through an online panel provider:

  1. Define Your Research Goals
    Before creating a survey, it is important to define your research goals and objectives. This will help you to create a survey that is focused and will effectively capture the data you need.
  2. Keep it Short and Simple
    Participants are more likely to complete a survey if it is short and easy to understand. Keep your survey concise and to the point, and use clear and simple language.
  3. Use a Logical Sequence
    The order of questions in your survey is important. Make sure the questions are logically ordered and flow smoothly from one to the next.
  4. Add Screening Questions
    Add questions that can screen out respondents that don’t fit in your target demographics. This will ensure that your panel is made up of high-quality panelists.
  5. Use a Variety of Question Types
    To capture a wide range of data and insights, use a variety of question types, including multiple choice questions, open-ended questions, and rating scales.
  6. Include a small attention question
    Include a question that allows only one correct answer depending on the answers already given. This way you test the concentration and attention of the respondent and can directly eliminate insincere respondents and thus significantly improve the quality of your survey results.
  7. Pretest Your Survey
    Before administering your survey, it is important to pretest it to ensure it is well-designed and effective. Ask a small group of participants to take the survey and provide feedback on its clarity, length, and content.
  8. Offer additional Incentives
    Participants are more likely to complete a survey if they are offered incentives to do so. If the online panel provider allows it, offer participants an additional small incentive for completing the survey, such as a discount or entry into a prize draw, on top of your payment through the provider.

Creating an effective survey to be administered through an online panel provider requires careful consideration of your research goals, the length and content of the survey, the logical sequence of questions, the use of a variety of question types, and the use of incentives to encourage participant engagement.

Methods 101: Question Wording

Methods 101: Question Wording – by Pew Research Center (05m:72s)

Types of questions to include in your survey

The types of questions you include in an online survey can significantly impact the quality and accuracy of the data collected. Choosing the right online survey question types will help you to effectively capture participant attitudes, opinions, and behaviors.

Therefore, the online survey panel provider you choose should offer all the important types of questions when creating the online survey (of course, only if the provider includes/offers a survey creation tool at all).

Here are some of the best types of questions to include in an online survey and why:

  1. Multiple Choice Questions
    Multiple choice questions are a great way to gather specific data and are often used to gather data on demographic information or to identify participant preferences.
  2. Rating Scale Questions
    Rating scale questions are a useful tool for measuring participant attitudes, opinions, and behaviors. They allow participants to provide a numerical rating of their agreement or satisfaction with a particular statement or item.
  3. Open-Ended Questions
    Open-ended questions are a great way to gather qualitative data and provide participants with an opportunity to share their thoughts and opinions in their own words. They are particularly useful for gathering detailed and in-depth insights.
  4. Ranking Questions
    Ranking questions ask participants to rank items or statements in order of importance. They are useful for identifying the relative importance of different items or topics.
  5. Likert Scale Questions
    A Likert scale is a type of rating scale that asks participants to rate their agreement or disagreement with a particular statement. They are useful for measuring attitudes and opinions on a wide range of topics.

Choosing the right types of questions to include in an online survey can significantly impact the quality and accuracy of the data collected. By including a combination of multiple choice, rating scale, open-ended, ranking, and Likert scale questions, you can effectively gather data and insights that will inform your decision making.

Targeting the right audience for your survey

One of the key benefits of using an online survey panel provider is the ability to target a specific audience. Targeting the right audience is critical to ensuring that your survey data accurately reflects the attitudes, opinions, and behaviors of your target population.

Here are some tips for targeting the right audience for your online survey:

  1. Identify Your Target Population
    The first step in targeting the right audience is to clearly define your target population. This may include specific demographic groups, geographic locations, or individuals with specific interests or behaviors.
  2. Use Demographic Filters
    Most online survey panel providers offer demographic filters that allow you to target specific groups based on factors such as age, gender, income, education, and more. These filters can help you to reach your target audience more effectively.
  3. Segment Your Audience
    Consider segmenting your audience into smaller groups based on specific characteristics, such as geographic location, interests, or behaviors. This will allow you to tailor your survey questions to the specific needs and interests of each group.
  4. Utilize Social Media too
    Social media can be a powerful and additional tool for reaching your target audience. Consider using social media platforms, such as Facebook, Twitter, and LinkedIn, to promote your survey and encourage participation.

Best practices analyzing data

Once you have collected survey data via an online survey panel provider, it’s essential to analyze the results to extract meaningful insights.

Here are some best practices for analyzing survey results and getting a useful report:

  1. Identify Key Metrics
    Determine the key metrics you want to measure, such as participant satisfaction, demographic information, or product preferences. This will help you to focus your analysis and extract meaningful insights.
  2. Use Data Visualization Tools
    Utilize data visualization tools, such as bar charts, pie charts, and histograms, to help you to clearly communicate your survey results. These tools can make it easier to spot trends and patterns in the data.
  3. Clean and Organize Your Data
    Clean and organize your data to ensure that it’s accurate and consistent. This may include removing duplicate entries, standardizing responses, and checking for missing or incorrect data.
  4. Use Descriptive Statistics
    Use descriptive statistics, such as mean, median, mode, and standard deviation, to summarize your data and identify trends. This can help you to understand the overall distribution of your survey data.
  5. Use Inferential Statistics
    Inferential statistics can help you to make predictions about your target population based on your sample data. This can help you to determine whether your results are representative of the larger population.
  6. Create a Report
    Use your data and analysis to create a comprehensive report that includes key findings and recommendations. Be sure to clearly communicate the results of your survey and highlight any trends or patterns in the data.

Analyzing survey results and getting a useful report always requires careful attention to detail and a thorough understanding of survey data analysis techniques.

Using data visualization tools to simplify the analysis process

Data visualization tools are powerful tools that can help you to simplify the analysis process of your online survey results. By visualizing the data, you can quickly identify trends and patterns, making it easier to extract meaningful insights and make informed decisions.
Here are some best practices for using data visualization tools to analyze survey results:

  1. Choose the Right Tool
    Choose a data visualization tool that is well-suited for your needs. There are a variety of tools available, including bar charts, pie charts, histograms, and scatter plots, each of which can be used to visualize different types of data.
  2. Keep it Simple
    Keep your visualizations simple and uncluttered. Avoid using too many colors or adding unnecessary elements, as this can make it more difficult to understand the data.
  3. Focus on Key Metrics
    Focus on the key metrics you want to measure, such as participant satisfaction, demographic information, or product preferences. This will help you to focus your analysis and extract meaningful insights.
  4. Highlight Trends and Patterns
    Use data visualization tools to highlight trends and patterns in your data. This can make it easier to spot important insights and make informed decisions.
  5. Use Data Labels
    Use data labels to provide context to your visualizations. This can help to provide a deeper understanding of the data and make it easier to see patterns and trends.
  6. Consider Interactivity
    Consider using interactive visualizations, such as dashboards, that allow users to explore the data and interact with the visualizations. This can make it easier to see different perspectives and highlight key insights.

Some online survey panel providers offer not only a survey creation tool and the provision of online panels, but also very good results analysis and reporting services. Also check this option when choosing your provider!

Conclusion

In conclusion, online survey panel providers offer a comprehensive solution to conducting market research. They provide reliable, high-quality data from real people, allowing researchers to achieve a representative sample of the target market. They also provide improved data management, support a wide range of research methodologies, and enable precise sample population targeting. Furthermore, it is important to select the right panel provider in order to ensure that the research is of the highest quality. For these reasons, online survey panel providers are becoming an increasingly popular choice for conducting market research.

By following the best practices outlined in this article, you can use online surveys and panel providers to gain valuable insights about your target audience and make informed decisions for your business.

FAQs on Online Survey Panel Provider

What types of market research can be conducted using online survey panel providers?

Online survey panel providers can be used to conduct a wide range of market research. These include:

  • Tracking Studies: These studies involve gathering data on the progress of a product or service, including customer feedback and responses to advertising.
  • Market Segmentation Studies: These studies are used to understand a target audience, identify customer needs, and develop marketing strategies that meet those needs.
  • Concept Testing: This type of study is used to evaluate customer responses to product concepts, pricing, and new initiatives.
  • Attitude & Usage Studies: These market research studies are used to measure customer attitudes toward a brand, product, or service. These studies often include customer satisfaction surveys and profiles.

  • Conjoint Studies: This type of study is used to evaluate customer preferences for different product features and offerings.
  • NPS Score Surveys: This type of study is used to measure a customer’s overall satisfaction with a product or service.
  • Customer Experience: This type of study is used to evaluate how customers interact with a product or service, from initial contact to after sales support.
  • Political Polling: This type of study evaluates public opinion on a variety of political and social issues.

What is panel sampling?

Panel sampling is a marketing research method that enables businesses to collect data repeatedly from a specific group of people. A panelist is someone who is pre-screened and volunteers to participate in a study or multiple studies in exchange for some benefit, such as money or a reward. Panelists fill out an extensive form that outlines their socio-demographic data, such as age, sex, marital status, race, nationality, skin color, height, weight, social status, educational level, city and area of residence, as well as their personal preferences, lifestyle, identity and political preference, habits and daily routine, uses of certain products and categories, consumer behavior, etc. This data is then used by businesses to gain valuable insights into the behavior of their target audience. Panel sampling is a great way to access the opinions of thousands of people in a short amount of time and can be used to track feedback on products or services throughout the entire product lifecycle.

What are the advantages of using online survey panel providers for market research?

The advantages of using online survey panel providers for market research are numerous and include: data management, multimedia support, data reliability, product testing, the ability to do more research quickly and reliably, richer profiles of panel members, and cost savings. Online survey panels offer a cost-effective, faster to deploy, higher response rate, better data sampling, and a way to hear diverse viewpoints compared to traditional market research. Additionally, online survey panels can be used to test products before introducing them to the market, allowing businesses to collect user feedback and improve their products. Finally, online survey panels have higher participation rates compared to other methods of data collection, such as phone surveys, mail surveys, or email lists.

What types of data can be collected using online survey panel providers?

Online survey panel providers can collect a wide range of data such as demographic, behavioral, psychographic, and geographical. This data can be used to screen and select the ideal respondents for your survey, as you have access to all these data points and can ensure you get a representative sample of your target market. Panel providers can identify past participants of your study within a given time frame and avoid sending the new survey out to those same respondents.

With online survey panels, you can also access current profile data, behavioral data, cohort data, and other enriched data options. This helps you to conduct various types of market research such as tracking studies, market segmentation studies, concept testing, attitude & usage studies, conjoint studies, NPS score surveys, customer experience surveys, and political polling.

Finally, online survey panels offer a wide reach of millions of global participants, so you can be sure to get the most precise sample population targeting.

What is the cost of using online survey panel providers for market research?

Using online survey panel providers for market research can be a cost-effective solution depending on the provider and the market research needs. On average, providers will require you to set aside some of your market research budget to access their panel and to cover incentives offered to respondents. The cost of a study also depends on the incidence rate, the average length of the survey, the number of surveys completes you aim to achieve, and the difficulty of reaching the target audience. Despite the potential higher costs, online survey panel providers offer faster insights, better data sampling, and diverse viewpoints that can be heard. To get the most out of your survey panel, make sure to choose the provider that is the perfect fit for your research requirements, and to perform quality control checks on the data you receive.

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Ines Maione

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Ines Maione brings a wealth of experience from over 25 years as a Marketing Manager Communications in various industries. The best thing about the job is that it is both business management and creative. And it never gets boring, because with the rapid evolution of the media used and the development of marketing tools, you always have to stay up to date.