A custom panel is like your own in-house intelligence
asset. It provides regular access to and dialog with customers,
prospects or constituents over time, enabling you to build affinity,
spot trends, identify changes in consumer attitudes and behavior,
and measure ongoing customer satisfaction. A custom panel is ideal
for conducting longitudinal studies, as year-over-year data is stored
and available to analyze on demand.Panels are custom-recruited;
that is, participants who are invited to join meet a predesigned
profile of the customer you wish to study.
Panel size can range from 1,000 to 10,000 members.
Panelists agree to provide their opinions, feedback and advice to
companies; participating in a minimum number of online surveys over
a 12-month period, for example. Or they can be asked to participate
in an online discussion or join a community.
A custom panel is
highly responsive (30-50% response vs. 1-10% with email lists and
access panels), providing actionable intelligence to help you make
the right decisions quickly and confidently.
In addition, a custom panel’s rapid response
capability saves time and money:
- Custom panels enable shorter, just-in-time
- Time savings are 10 to 20 days per project
over traditional methods and 5 to 7 days for comparable web survey
- On average, custom panels cut 25% to 50%
in project costs in year one and more in
- They provide quantitative and qualitative
data in one integrated platform, where time,
cost or location are no longer limiting factors.
- The insight gained lowers the risk of products
and programs missing market requirements.
A custom panel is most appropriate when:
- There is a need for ongoing, continuous
- A sample is difficult to find, as in the
case of highly specialized professional or
- Stringent screeners are needed to fit your
specific demographic or other
- Turnaround is needed quickly.
Custom Panel Services
RS Marketing Services offers the experience
and support you need to maximize your panel strategy or online research
program and the insight derived from it.
- Panel recruitment
and implementation plan – We manage the recruiting
including recruit execution, monitoring and reporting.
- Panel strategy
development – We provide a detailed analysis of panel
health with recommendations regarding panel refreshment, strategies
to recruit new individuals and the purging of inactive panelists.
Annual restaging includes recommendations on how to augment your
panel, suggested edits to your profiling questionnaire and a rewrite
of the panel plan.
panel management – We manage the overall health of
your panel, monitoring everything from stop points within surveys
to response rates, attrition, tone and messaging.
survey design and execution – We provide sound survey
design, critical to both response rates and the reliability of
the survey data.
execution survey execution.
incentive solutions and management – We can help
you determine if an incentive is necessary and, if so, what the
incentive should be. We will also manage the tracking and distribution
communication plans – We will design a communication
plan that fosters your relationships with panelists, controls
attrition and enables us to leverage the panel’s longitudinal
a branded website – Our creative team will custom
design a website for you or use your company’s brand guidelines
to create one. The unique design elements will be repeated throughout
the panelist portal, on email invitations and reminders, and on
the panelist newsletter (if applicable).
- Data collection
and delivery – We will study fielding, issue follow-up
reminders and provide daily distribution reports for live studies.
We will also deliver final results in your preferred format (SPSS,
and analysis – We will provide customized reporting,
ongoing analyst support, project-based consulting engagements
and syndicated analysis and reports.