what is a community panel?
DESCRIPTION
A brief deck in answer to the question, 'What is a Community Panel?' - by Vision CriticalTRANSCRIPT
What is a Community Panel?
Community
Panel
What is a Community Panel?
Company owned and sponsored
Category or brand specific
Typically invitation only, private environments
Sense of insider exclusivity
Well profiled participants
Multi-media capable (photos, video etc.)
Community Panel = targeted groups of customers (or potential customers) whom you engage with and learn from over time.
Panel Community
1000’s or 10,000’s of members 100’s of members
Typically quant surveys Typically qual discussions
TWO-way: private feedback (company initiated)
THREE-way: open feedback (company or member initiated)
Topics & studies controlled Semi-controlled, semi-organic
Member identities are private and discussions are typically question then answer
Discussion and sharing of personal information is encouraged, bonds form
Communities & Panels: Differences
Quantitative Panel with 10,000 panelists
Breakout Communities of 300, still part of the panel
Interact with your target segments through quantitative surveys
Invite panelists to additionally participate in ongoing qualitative
discussions. Seamlessly run smaller breakout groups of
varying sizes. Can be both open member generated content or
directed tasks.
Communities & Panels: How They Work Together
Start by brainstorming ideas in your community
Idea
Idea
Idea
Idea
Communities & Panels: How They Work Together
Take those ideas and send a quant survey to the larger panel
Panel
Community
Communities & Panels: How They Work Together
Panel
Community
Take 3 winning concepts from panel and dissect further within community
Communities & Panels: How They Work Together
Panel
Community
Go back to your panel with more developed concepts to pick a winner
Communities & Panels: How They Work Together
Panel
Community
Continue the cycle…(back to community to brainstorm positioning etc.)
Communities & Panels: How They Work Together
What Does the Average Community Panel Look Like?
5,000 – 10,000 panelists
Members contacted ~ 1-2x per month (12/24 studies)
Initial recruit through customer lists and assets
Augment with outside lists and direct advertising
Typically minimal cash incentive (draws)
10-12 weeks to launch
Community Panels: Why Companies Love Them
• Always on• Results in hoursFast & Flexible
• Every answer is remembered• Pinpointing key groups for sampling• Relevant surveys go to right respondents
Deep Profile of Customers
• Captive audience will give you honest feedbackEngaged Participants
• Quick hit insight – directional feedback fast• Research begets more research
Bake Customer Voice into Company DNA
• Costs decline with every study: Recruit once, top up less, use often
More Research for Less Money
Community Panels : Why Participants Love Them
• Feedback Loop very important• Can see the impact of their opinions
Feel like an insider and have a strong voice
• Friendships are formedCreate connections with other members
• Shorter, more engaging surveys & exercisesEnjoy the online experience
• See a new ad or product before it goes public• Exclusive invites• Sweepstakes - chance to win
Exclusive rewards
Community Panel Continuum
Surveys Only• 70% of Clients• All Service Levels
Surveys + Ad Hoc Discussion• 10% of Clients • All Service Levels
Surveys + Discussions • 15% of Clients • Mostly Full
Service
13
Over 400 unique clients
1/3rd of the World’s Top 100 Brands
A few of the brands that embraced Community Panels…
Vision Critical’s leading Community Panel platform, Sparq is used by:-