Understanding the online panellist
Pete ComleyVirtual Surveys Limited, UK
WHY UNDERSTANDING OUR PANELLISTS IS IMPORTANT
Setting up and running online panels is a costly business. For example, one of Europe's biggest online panels, CIAO (2002), claimed to have spent over £10 million (€15 million) on their panel in its first three years of operation. One of the main elements in the cost is recruitment and another is the maintenance and motivation of panellists to ensure that the panel can create a profitable ROI.
To be profitable, it is therefore imperative that we understand what motivates our panel members so...