Online Research: Now & Next - Peak Panel, Gamification and Digividuals

Merry Baskin

Today's market researchers face the problem of incorporating data gathered online with data gathered via traditional panels and focus groups. And speakers at Online Research: Now & Next, a conference organised by Warc and held in London in March 2011, had a lot to say on resolving this problem.

'Peak Panel' - challenges for traditional research

It seems that traditional research is in trouble. Peak Panel is the moniker for the panel data quality crisis that hit the USA about four years ago, and it's on its way to Britain. Many practitioners worry that gathering data through capturing and harvesting online conversations, or conducting surveys online - while cheaper for clients - could result in a lower quality of service.