How much information is available about panelists (lifestyle, psychographics, etc.)?
True online panels offer a superior opportunity for high quality research results. The key characteristic of a true online panel is that members have “opted-in,” creating a permission-based group who are expecting to receive invitations to participate in research projects. This creates a cooperative community of interested participants. Active management of an opt-in online panel is critical to maintain its growth and viability. A key part of this management process is maintaining detailed, current information about each panel member. Extensive information is available for each panel member. New members provide richly detailed personal profiles upon enrollment – including demographic and lifestyle information. This information is continually being updated, and includes a complete history of each panelist’s survey participation. Today, marketers are seeking one-on-one relationships with their clients, which has created a need to survey highly targeted consumer segments. Well-managed opt
