Meike Hendriks is a digital marketer at the Yoast SEO team. She deals with SEO, SEA, and CRO to continually enhance Yoast.com.
What are the advantages of having a research study panel for your service? And what are the differences compared to other kinds of research? In a nutshell, panel research study can give you deeper insights into your audience and it’s most valuable if you integrate it with other kinds of user research. Here, we’ll inform you what sort of insights you can receive from panel research and how to recruit and set up a panel.
Learning more about your audience is essential if you wish to achieve success in marketing and SEO. That’s why we frequently discuss techniques for more information about your customers, users or readers. This is the 3rd post in our user research series, you may want to check out our posts about top task studies and exit surveys too!
What is panel research?
Panel research describes collecting data from a (self-) hired set of individuals. In this kind of research study, you regularly send questions to the exact same group of people. In doing so, you’ll learn more about how these individuals value your company, products or info. What’s more, you can even get input for originalities, whether that ‘d be an item, service or platform, for instance.
Since you’re asking questions to the exact same group of individuals, you actually be familiar with how they believe. And if you do it right, you can get valuable input out of the combination of responses they offer.
For example, when the younger individuals of your group– let’s say, the people between 15 and 25 years of ages– all inform you that they appreciate the ecological friendliness of your products, however older people do not discuss this, you’ve currently received valuable information. Knowing this, you could concentrate on being environmentally-friendly in ads for younger people. For people above 25, you might wish to focus on other aspects of your items.
Then, in the next study, you could ask how they choose to receive ads. If the younger group tells you they choose newsletters and the older group informs you they like brochures, you can personalize your advertising much more.
Are the answers representative?
As you can see, you can get valuable details from a panel. Nevertheless, you need to remember that the answers given by your panel group aren’t always a representation of all your customers or customers. Therefore, it’s excellent to integrate panel studies with other kinds of research, such as an exit survey
For instance, it’s simple to ask open concerns to the members of your panel to get detailed data. After that, with an exit study, it’s easier to ask closed questions based on the panel survey outcomes. Integrating all of the information, you can be much more sure about the representativeness of the responses.
Also, when you send monthly or 2-monthly studies, we ‘d recommend renewing your panel group about once a year. In doing so, you prevent individuals from becoming less interested and determined and you’ll get fresh input from a brand-new group.
Naturally, you can likewise start a new panel for a various subject. You can have numerous panel groups at the same time. Nevertheless, panel research study is quite intensive, so to start, it’s much better to have a single person within your company to concentrate on one panel and do that right.
Recruiting for a representative panel
So how to begin hiring people for such a panel? Well, you can use numerous methods to hire individuals. We’ll discuss them here:
Participants from other research
When you’re currently bring out other types of research, you might ask if the participants want to take part in a panel. For example, at the end of a study, you could add a question such as ‘Would you like to get involved in other research study for [your company name]?’ or perhaps more specific: ‘Would you like to register for our panel and get the chance to give regularly input on brand-new products/services?’ Many people who sign up from here, are currently inspired and don’t need a reward.
Your newsletter subscribers
Of course, you can do the exact same for your newsletter. More people will read your require participants, however you’ll most likely have a lower action rate. The distinction with asking individuals in other research study is that they’re currently ready to help you with your research. Newsletter readers might not be internally motivated to assist you. So, here, it can be valuable to include an incentive such as a discount rate code for products on your site.
On your site
On your website, you’ll probably have the very same issue as in your newsletter, however considering that it’s rather simple to add a little pop-up asking individuals to participate we ‘d advise doing so. Make certain they only see the pop-up once to prevent individuals from getting frustrated by your require respondents. Here, it’ll likewise assist to provide people with an incentive.
On social networks
To reach a lot of individuals, you could also add a call for respondents on your social media channels. The advantage of social networks is that you can reach people who don’t know your business yet. For some surveys or concerns, this can be valuable: they can provide you extremely impartial responses. We ‘d also advise providing an incentive here.
Purchasing a panel group
Another choice is purchasing a group of individuals for your research. Why would you do this? In some cases you’re trying to find such a specific group of people, it’s hard to find them yourselves. In this case, you can get help from a company concentrated on panel research. They have big databases with people who registered for taking part in a panel.
Nevertheless, you should not forget that these individuals take part in exchange for loan or other rewards. For that reason, we think you ought to constantly attempt hiring members of your panel yourself, however if that doesn’t work, this absolutely can be a final alternative.
The number of individuals do you need?
We recommend setting up a research study panel of at least 30 individuals. Nonetheless, it’s wise to begin with a somewhat larger group, because chances are not everyone will fill out all of the surveys you’ll be sending.
What to do with the results
As we mentioned before, it’s good to combine studies. Since you have the same group of people addressing your concerns, you can get deeper insights compared to other research types. For example, you might develop customer profiles out of the responses. These profiles can be used to enhance your ads or improve your services.
Don’t forget to share your outcomes with other departments of your business as well. Often, panels can be an eye-opener when it pertains to specific subjects. If you include other departments, research will become an important part of your company in the future. It likewise works the other way around: other departments can provide excellent ideas for new study input. Do they have questions they want to be addressed? Or can they create more particular concerns about a specific topic for the next study?
Last but not least, we suggest sharing a few of your findings or enhancements you’ve based upon your panel’s input with your panel. If they see the outcomes of their effort and input, they’ll remain more motivated to submit future surveys.
After reading this, do you believe you would begin a research panel in the future? Or have you ever done panel research study prior to? Let us know in the remarks!