Community Panels: Pandora's Box or Panacea
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Transcript of Community Panels: Pandora's Box or Panacea
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• Slightly different models
• All the same premise
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• All the same premise
• Private
• Closed
• Member to member interactions
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@,40$&')!B+--,%:,.• Easy-er when you have email lists
• Tricky-er when you don’t
• Purchased recruit
• Websites
• Social media• Social media
• Direct mail
• On-site
• Post of sale
• Media (TV, Print, Radio, Online)
• Sales force
• Etc
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*"0'+-)!B+--,%:,.• Designing the portal
• Everyone is a creative expert/critic
• Developing content
• Updating content
• Managing multi-lingual portals• Managing multi-lingual portals
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>,.&:%)!B+--,%:,.• Managing respondent burden
• Matching incentive plan with research plan
• Managing forums
• Shifting approach from custom research to community panel research
• Managing client
N%+-(.&.)!B+--,%:,.• Lots of information
• Analyzing open ends and forum content
• Speed of analysis
• The colliding of quant and qual
• Analyzing images/videos• Analyzing images/videos
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@,C"0'&%:)!B+--,%:,.• Lots of information
• Speed of analysis
• Format, frequency, audiences
• Snapshots and holistic views
• Communicating to internal stakeholders• Communicating to internal stakeholders
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T%4,%'&=,)!B+--,%:,.• Points versus draws
• Amounts
• Type
• Frequency
• Cost • Cost
• Fulfillment
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H%:+:,#,%')!B+--,%:,.• Designing the right incentive program
• Feedback mechanisms
• Newsletters
• Portal content• Portal content
• Tone
• Authenticity
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• Surveys, Forums, Portal, Invites, Reminders, Newsletters
• Context
• Brand, market, issue
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• Moderation, analysis, reporting
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