Research Services
-
Collecting Insight • Custom Panels
QUESTION: Why switch to online panels?
ANSWER: Research quality & value for your budget
Let's face facts. Response rates to traditional ad hoc surveys are dropping like a rock.
-> CASRO cites response rates as our industry's Achilles' Heel.
-> Dennis Murphy, Vice President of WW Market Intelligence for IBM refers to folks still willing to take surveys, as "the lunatic fringe."
And who can blame the respondent? Who wants to answer a telephone survey at dinnertime? And with caller ID, who would even pick up the phone?
The fact is telephone interviews are increasingly seen as intrusive. This leads to questions about non-response bias and the accuracy of the information we collect.
That's why it's imperative to establish your company's own online research panel. With the panel, you are now familiar and welcome. No more being treated like a vacuum cleaner salesmen, trying to get your foot in the door before the respondent slams the door. As the panel host, you are welcome and trusted. We respect our panel members' privacy, and strictly adhere to CAN-SPAM legislation.
Typically, the fixed costs associating with building your own panel will yield an ROI within a year while you're able to conduct surveys quickly and inexpensively.
QUESTION: Why KLC?
ANSWER: Experience
You should choose KLC for this most important task for one reason only, customer service. Who do you want to trust your most prized assets (your customers and prospects) to? Do you want it to reside with Megapanel Company where automated responses are standard or do you want to get your money's worth with a truly dedicated panel?
Approaching your audience as a group of unique individuals linked together by a common interest is only the smallest step in the process of assessing their needs and wants. Getting the greatest possible response rate requires more than simply offering incentives or cash. Instead you must create a relationship.
Building an online community is the easy part -- maintaining and investing in that community is the challenge. Accumulating names and information is not a new task; engaging those people in meaningful and insightful ways is significantly more challenging.
In order to fully connect with the members of an online community, KLC develops a personal rapport with the group, creating meaningful experiences and empowering the individual within the cyber community. The result: a community-building approach to creating and maintaining a database of people who reflect the needs and wants of your organization.
Among the many innovative ways that KL Communications keeps our panel members engaged in the community experience is the use of Weblogs, or "Blogs" for short. A Blog is very similar to a website, but much more interactive. The idea is that we post topics on an exclusive blog designed specifically for each panel, and the panel members add their comments regarding that particular subject. This also presents the client a unique and timely opportunity to hear what their panel members are thinking about a particular product, social issue, current event, or any other subject! The response among existing panels has been outstanding. Check out an example:
www.timeopinionleaders.com/blog
In today's world, it seems like our whole lives are becoming automated. When consumers write E-mail, or any other correspondence for that matter, they tend to expect a form letter in response. One of the areas that KL Communications excels in is making their panel members feel that they are part of a community, and that there is a human being on the other end of their E-mails. That person is their Dedicated Administrator. Each and every panel that KL Communications creates is assigned a Dedicated Administrator. The sole purpose of that Administrator is to make sure the panel members are involved, informed, and interactive. They are there to personally answer questions, resolve problems and ensure that the panel member's experience is the best it possibly can be. It is this personalized service that sets KL Communications apart.
Custom Touches (Birthday Cards, Useless Knowledge Quizzes, etc.)
Some KLC touches might seem a bit hokey, like sending out custom birthday cards to panel members. But the personal touch is a constant. It remains the service differentiator which will keep your members answering your survey. You can always get a portion of the population to answer a survey for cash, but to reach a representative sample you have to give them a reason beyond cash. And that simple reason is to treat them with respect.
As opposed to Megapanel Company, we'll design a web site specifically for your panel members. They will have the opportunity to communicate via their own bulletin board, answer topical questions and feel a sense of community.
When an impossible issue comes along (as it will) you will know immediately how many panel members you have available to tackle that marketing dilemma. Get used to project turnarounds of one week as opposed to one month. You will become a marketing star!
Want to learn how to build your own research panel? Take advantage of the information provided here. Of course, if you agree with the direction laid out here, there's no better choice than KLC.
Click here for a Power Point Presentation about custom panels.
|
As the communication lifeline between our clients and their panel members, we are constantly searching for better, more reliable ways to make sure our messages are delivered. One of the ways to ensure your messages get through is to make sure your e-mail does not get flagged as SPAM. This has become one of the paramount challenges of Online Marketing Research, as filters become more stringent and Internet Service Providers strive to protect their members from unwanted messages. This program essentially guarantees the delivery of our e-mails with such major Mail Providers as MSN, Hotmail, and RoadRunner. For more information about the program, please click here: http://www.bondedsender.com/
|
 |
Go to Communicating Insight
|
