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research panels: Defining and Communicating the issues

The Panels are now a platform very recurrent in the practice of market research, and precisely because appellant has begun to see some difficulties in their management more than once have endangered the integrity of a study.


Definitions and types

A Panel is defined as a group of people called to say as a group on specific topics. The key feature of the panel is that members are aware of their condition and have concsientemente agreed to participate in a minimum time given its opinion and answering survey according to their specific habits indicate.

The first panel consisted of experts, and was not about money but about the sheer satisfaction and popularity which involved the dissemination of knowledge. In expert panels, the participants cast their opinions and dissertations through specialized media, conferences, workshops and similar activities, taking as an audience of businesses and organizations wishing to exploit that knowledge, or confirm hypotheses contrasting approaches of different kinds. They are in a technique quantitative research, but a projective technique or specialized office systems.

this type of panel are very popular in academia and in certain business sectors, and generate a large sum of money. The benefit of these panels will form dipartita. The panel ensures a name and feed your references as it is called to participate, and in most cases is the panelist who paid for their participation. And for the Panel assistant or listener is a way to get valuable information based on expert professional background would be very costly to consult individually.


consumer panels work so a little different because it is the short and simple view of people who usually matter much more to businesses in terms of product offerings, market attitudes and purchasing trends. And for this kind of opinions have the desired weight, you should listen to many.

Its basic mechanism is simple: you contact a lot of people (with "a lot" I mean thousands) through various communication channels, inviting them to register to participate in market research or public opinion regular basis in exchange for certain medium-term benefits such as discount coupons, memberships user with certain advertisers, and more recently tend to offer cash. These rates are transmitted to the user in different ways and is now the most common means of transfer (for cash) or swap coupons via the Internet.

Once the panel is formed, are released market research for certain segments of the Panel whose profile is defined as respondents . people cast their opinion (usually in the form of surveys) and returned to the administrator for processing.

The theoretical basis

In essence and in theory, the panels are a mechanism for non-probability sampling (not all panel members are equally likely to be summoned, in addition to that selection is not random or systematic), controlled by quotas (is convened only to segments of the Panel that its profile is considered valid respondents ) with an expected rate of response high. It is precisely these characteristics of sampling means that only a panel research designs are feasible.

The relevance of a panel is hidden in longitudinal research designs , which aims to monitor the changing views and changing attitudes towards the concepts evaluated. It is desirable in a longitudinal model that information is collected at different time profiles of people as similar, if not identical, at all times. It is common for panelists evaluated in a longitudinal model are the same that were evaluated in an earlier time. In public, citizens panels Mitofski handles that monitors the changes and developments in a wide range of political and social issues, for example.

the characteristics of a Consumer Panel

There are certain key features that should meet both the Consumer Panel as the people who compose it and that shape the administration manual the same:


* Member of a Panel must be aware that a member . Here there is a difference between a Panel and a commercial database, an individual listed in a database prone to the sale for research, not a panelist. Only until you have signed their acceptance to participate in a Panel is when we can consider as such. People who sign agree to provide personal information in an effort to receive information about their products and services preferred (which is usually formed these databases) have not determined who want to participate.

* for the panel, the possibility to participate and remain in the Panel should be entirely optional. Here's how we do: when we got into the end of each questionnaire explained to people who are building the Panel and invited to participate by asking only email. People who give us this message, we send the form to welcome and registration application to the Panel. Inscribed in the Panel, the user must answer a couple of questionnaires related to their profile data and customs. And only then that person begins to be called. You see, you had at least three opportunities to decline participation before being formally considered, and even being a member asset may go as deemed prudent.

* The Panel acts as a Population itself. Because we have accepted membership of a Panel, a panelist has a very different profile from the bulk population but shares the general population, and thus should be considered at all times. When generating research, no one can or should send invitations to all members of the Panel, but specific samples in each case. A panel ready to be deployed has enough members to circumvent the shares, thereby avoiding mechanized responses.

The problem of Panels

The problem Panels will present a direct function of the platform that currently holds, which is essentially Internet, and professional integrity Panel. Panels in Internet recruiting new followers through open invitations on their systems, and always accompanied by benefits that distinguish them from other panels. This differentiation is required as there is currently a lot of panels that address a host of other research firms, which in turn demand quality in the types of respondents.


is not common for online surveys are well paid, because it is not by definition a job but Panels exist and have been selling the concept as a source of substantial revenue that could "take you from the tedious work and have a job from home." This practice leads users to trust and respond only on that promise, which removes the real attitude of response that concerns us.


Also, some users have found ways to make online surveys an authentic source for sustenance. And this is where we enter the danger to the research as a discipline, as we face the so-called professionals Respondents. A professional respondent is an individual who identifies involvement filters (Always available) in surveys that they are responding, and escapes in order to make a valid survey. This of course generates false information. Cases


Professional Respondents most radical fall in the recruitment of people who answer several surveys at the same time, with different user accounts, creating 5 or 6, up to 10 times average income per survey, per person. Such practices are very similar to Goldfarming (very recurrent practice in online games like World of Warcraft, where some users are dedicated to obtain rare items and weapons, experience and other items then sell them to other users for money real). Nothing to say about the quality of information they are getting these platforms.

The battle for the authenticity of information and reputation of the Panels is still standing, and these are some of the many issues that we care when we try to support a strategic decision based on what we hear from online users, they can bombarded by information that was only to make money, not to generate new and better products and services.

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new media landscape

Some of the most important considerations that must have required all communications expert - about Internet marketers are the following:

Internet tools are not socially attractive until they become technologically boring. not in the development of complex applications and full of creativity and technicality where lies the reputation of Facebook, MySpace, YouTube, Twitter and Wikipedia, but the trend that has generated the appropriate and market itself to its existence for granted.

When this happens, people stop to see these tools as complex elements for the few and the means adopted as equivalent to paper and pencil, and already broken the barrier of skepticism is when the magic has begun, and as we now know them.

Internet a revolution. The main contribution Big Internet is based on three pillars, which are responsible of the profound impact it has had on the younger generation and are here to stay:

* Many to Many . The telephone communication propición "one by one." TV and Radio communications provided "one to many" where a message is spread from one unit to the receipt of all others. Internet is the only medium that has created a space where many communicated to all others, and they responded to rest.

* One for all . All media have the potential to go digital. And just how have responded to this potential, so that any film, video, song newspaper, magazine and more formats can be found on the Internet. Internet has revolutionized the way we store and catalog information, and works as a driver of all existing media.

* Power to the people . Currently online producer has features that had never been designed in a traditional setting of the twentieth century. The current producer of Internet user information at the same time. It is amateur, to spread information quickly, working from the inside (has lived the very source of the problem), and there are many.

Following the fundamental characteristics of the Internet (Global, Social, Omnipresent and Cheap) receivers Online information can now respond to the sender and among other respondents, and are not unconnected.

There are more amateurs than professional producers, so that the issuer of professional information (press, radio, TV, political consultant, the communications expert) should learn and take into account your current work is to "convene never control. " The flow of information and opinion can not stop in a world where these tools are free.

on this subject and being based summary of my writing, I share the following video that I found on the web, where Clay Shirky, writer de Internet, habla de la revolución que la Internet ha propiciado en las comunicaciones, en las sociedades, en el enfoque comercial y en la difusión del conocimiento mundial.

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Types of Facebook users, a silly example of intelligent segmentation

Me encontré en un periódico en línea (linkeado al blog de un cuate) un artículo muy divertido así como informativo, sobre elementos de segmentación de una red social en particular.

Dirán que esto es un chisme tonto y sin fundamento (y de hecho, lo es). Pero visto desde un punto de vista meramente estratégico, comprobar estas aseveraciones sobre el perfil de los usuarios en redes sociales puede proveer herramientas valiosas para las estrategias comerciales y la gestión publicitaria de larga cola.

After all, any market researcher, publicist and strategist knows that the real market segments, which are used for the strategy, are anything but demographics alone.

For those who are users of the Facebook network, we might have encountered any of these pesonajes, and even intentionally or unintentionally can be one of them. This article presents these profiles with a mocking tone and intention, however respond to a secret about those characteristics that we see in people and we can not explain, and that appropriate procedures such as cluster analysis be quantified.
The

/ conceited @ is a typical subject to the four winds announces with great fanfare each of their accomplishments. And mind you, somebody in their network of friends mentioned a success story, he immediately write a comment with a story that is better.

The / The thousand-friends is the person whose network of friends is over a thousand contacts and is still growing, though I do not know even at 50. If male, I assumed the sexy Argentine and Finnish are in your network, if female, will meet with the handsome Italian who is "friend." Usually always have more virtual friends than real. (And what about the unreliable nature of this situation)

He / @ 's friend from school who were not really such a good friend was the person that provided you passed in the halls of the school, but yet went unnoticed. Usually add to your network of contacts because most of your old friend @ s @ s already been done, and you do not want to be the only "bad thing" that discriminates. After a while you may have noticed that you made a mistake, then you add in all the photos of the school where you see fatal. The one I always like to chat with you have not spent even five seconds after you connected to your profile, and a window with your name and began to flash on your computer. He never has anything interesting to say and do is limited to questions using shortcuts such as "how stas?," Oqpado?, "K acs?, Always followed by" lol "or" lol. " Fortunately, no interest would never answer, it certainly has opened talks with at least 15 people.

the one I always invites you to join groups or causes in favor of something constantly get invitations for this person to join the "Movement Against Pedophilia" or to participate in "March Against. .. ". In fact most of the time these surfers are not interested in such causes, but these make them look as good people, concerned about the planet and humanity. The actions of these groups actually represent social change is usually zero. Although it is true that there are also people who are genuinely interested in the topic and seek support for the cause.

the one I always write policy is that person who fills out your profile with comments that made clear its ideological stance. It can be left, center or right, but everything related to politics, football, movies, television, etc. In all his posts rants against those who think differently to him. Among their profile photos is common to see pictures of the characters he admires.

The / that only seeks to link His status will always say that Facebook is releasing @, because that way your chances of finding a partner increase, or so she thinks. His pride prevents you from using special web sites for this, and therefore resorts to the popular social network. At first it will behave like any of your friends @ s virtual, but eventually end up trying to conquer this way. The

/ geek the contact is that all the time you are invited to use dozens of new applications for your profile on Facebook, which can range from a "Gino" or a "hug" to questionnaires to find out how much they know or what so you look like a cartoon character. He spends most of the day connected to this network. One advantage is that it always will solve all your doubts about the Internet. (Este. .... any resemblance to reality is purely coincidental eh? ^ ^ °)

The teacher @ school or office chief sure their kids use Facebook, but of course they do not accept him as a friend, and that is why we resort to the students in her class. They also believe that making use of new technologies will make teachers "cool." In the case of office managers generally seek to gain the trust of their subordinates. (You have to be half beast to accept in your network to your boss you never know when he can use against you) * Footnote: Labour Relations and how not to curdle with personal invite you to read this post.

The couple cheesy Everybody knows we are a couple, but they need to reaffirm constantly on Facebook. Have thousands of photos together in your profile and all day sending messages to each other in this way, living in the same block. Love to receive messages such as "what a lovely couple do" or "envy, much love." They also tend to use this network as a means to have an eye on your partner. But of course there are your honorable exceptions. As in everything, in the office, blogger, facebook, where we always find this type of specimens, only you can decide if you open the door or leave them out.

... and well, as these are thousands of different user profiles on the Facebook network as well as any other network.

Now the serious

Responding to the need for procedures targeting serious and specific identification of the type of people that exist in social networks, enterprises and research have focused on the work.

research firm Anderson Analytics has created a research platform as a Facebook app called Compared to me. Besides being a app more for the use and disuse of facebookers currently is a database of millions of network users, pieces of information generated by increasingly sophisticated.