Top tips for choosing a panel partner

Pureprofile UK Ltd – 22 August 2022

Source Pureprofile

By Joris Schellekens, Head of Data & Insights – Mainland Europe

The amount of data that’s accessible in the world is growing at a phenomenal pace. Market research continues to evolve with new methodologies and technologies emerging all the time. Our role as research experts is to lighten the load and deliver the right insights to guide our partners in their decision-making. No two studies are the same, therefore every client and project requires specialist knowledge and expertise on the most appropriate approach to take in order to yield meaningful and actionable data, within the agreed budget and timeline.

Choosing the best panel company that meets all these requirements is no easy task and requires research on the researcher. They must be able to meet the unique demands of both frequent and niche projects, they must have a strong combination of people, infrastructure, technology and sources to excel in their delivery. To help in your selection process, below are some top tips for choosing the right research partner for your organisation.

1. Experience and reputation

Your research consultancy should have several years’ industry experience behind them with the best resources and panels (and network) in order to advise and define the right plan for your study. A partner that not only understands your business objectives, but also one that has a Plan B in place in case fieldwork specs change and get tricky, such as reaching a very specific target audience or meeting your quotas.

2. The right resources

This will depend on the needs of the study, whether that’s a broad range of panellists or a very niche group. A good panel supplier will have a mix of available sources.

1. Traditional double opt in panels
2. Exclusive partnerships that are directly accessible to boost reach (e.g. via exclusive recruitment or API)*
3. Traditional partner network (Managed services and/or directly accessible via API)
4. Single opted in supply for topping up, niche targeting or finding those hard to reach groups that may not be easily accessible through sources 1, 2 and 3.

3. Proven quality checks

Your data will only be as good as the people behind it. Real human beings, in real-life situations that are engaged and willing to share honest responses are at the foundation of what any good research supplier wants to deliver. Adding layers of real-time quality control such as Clean ID data security solutions, and in survey checks (speeding, straight-lining, open ended answers, etc) to validate members and verify quality assured responses, makes all the difference between a poor survey and one that delivers meaningful and accurate data.

4. Around the clock support

Just because you work 9-5, doesn’t mean your study does! Having a dedicated 24/7 project management team that optimises, launches and monitors your survey, and then has the agility to immediately respond to any issues means your project is ticking away nicely behind the scenes. Ensure your research partner has the infrastructure in place to support the full end-to-end process around the clock, and can provide full visibility at any moment.

5. Diversity within

Local knowledge is research gold. Having research specialists and offices across the globe means your panel supplier will have the cultural knowledge and understanding to advise the best tips and methodologies to use in specific countries and regions. A high degree of diversity in the wider team also facilitates research on local guidance and limitations on the collection and use of data, so you can be sure your study will be lawful and usable.

6. Trust

Having a collaborative working relationship fosters trust. And consulting with a supportive team that cares about the details and tailors their approach with the right design tools, means your study will receive the full attention it deserves. Additionally, any reputable research partner will be a member of an official research body such as the MRS, The Research Society, ESOMAR, the Insights Association or other local / national market research association, and will be fully compliant of professional standards and codes.

With the elimination of third-party cookies, the use of first-party data has never been more important. Having a partnership in place with a trusted, global panel research company that can help you make informed and data driven decisions will put you in good stead. Whether you’re trying to build your target audience or wanting to gain a deeper understanding of your existing customer base, having the right panel company on side will assuredly elevate your business to a new level.

*Pureprofile partnerships include Flybuys, Raiz, theAsianparent and iGoDirect.