Community Panels: Pandora's Box or Panacea

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Transcript of Community Panels: Pandora's Box or Panacea

Page 1: 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

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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

• Email

• Portal content• Portal content

• Tone

• Authenticity

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• Surveys, Forums, Portal, Invites, Reminders, Newsletters

• Context

• Brand, market, issue

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• Forums

• Moderation, analysis, reporting

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