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

Bryan Dorsey

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

INTRODUCTION

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

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