Client-managed proprietary online panels: a John Deere case study

This case study describes the internal process of client-managed proprietary online panels. Based on the experiences within John Deere, the topics addressed in this paper include: the initial motivations for building a panel; selling the concept to management; the recruitment of panelists; the optimal size for a panel; the type of research conducted with the company's panel; the study prioritization process; the resources required for a panel; supplier management; the use of incentives for panelists; and evaluating the need of a panel vs a community.

Client-managed proprietary online panels: a John Deere case study

Bryan DorseyJohn Deere Ag Marketing Center, United States


A recent perception is that traditional market research methods (e.g. mail surveys, phone surveys) have seen a steady...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands