Interactive web: panellists would like to be more involved
During the relaunch of our panel platform last year, we asked ourselves how we could ensure that we provide our customers with enthusiastic panellists for surveys in the future.
The challenge: In the era of the „interactive web“, panellists are more and more inclined to want to be informed about the results of surveys, in which they participated. This is only very rarely possible in our day-to-day business.
The new mingle Trend: demonstrate what enthusiasm can effectuate
In order to uphold a high participant involvement, we developed mingle Trend in 2010. Within the framework of this programme we ask our panellists weekly in, United Kingdom, France and Germany on subjects which are currently topical and important in the respective countries. The survey results are then published at least three times a week and published on the especially designed blogs in the relevant country.
In this way, we would like to achieve a similar effect with our panelists, the awareness that market research has a tangible „daily use“ and the commitment if the individual does make a difference, even if the participant is not always fully aware of the goals of survey, in which he takes part.
Goal reached: Panellist involvement remains high
As our current panellist surveys show, the not irrelevant time and effort for subject research, questionnaires, analysis and publishing does pay off. 66.5% of our panellists find the subjects covered by mingle Trend interesting. Also just over a third of the panellists, in the three countries, follow the Trend blog at least once a week (34.8%).
With regards to the much discussed „survey fatigue“ we can, as far as the respondi panel is concerned, give the all-clear. The percentage of our panellists, who would like to take part in respondi questionnaires remains high at 89%.