Panel satisfaction index. Quality target for online access panel owners?
Laetitia Sassinot-UnyDialego AG, Germany
Andera GadeibCEO and& President, Dialego AG, Germany
The recent dramatic increase in the number and the size of online access panels has been exacerbated by the difficulty in recruiting the limited resource of new panelists. This has led to a stronger differentiation amongst panel providers on quality issues, particularly on the proprietary panels. An important issue is to consider panel membership as a service, handling panel members like customers and implementing marketing tools to recruit and retain their members.
Based on these observations,...