CFM Presents Brave New World of Panel Research

Representatives of organizations interested in learning about how online panel-based research works attended CFM's April 7 edu-marketing event, hosted by CFM Partner Tom Eiland. (left)Decision-makers from businesses, public agencies and non-profits joined CFM Partners Tom Eland and Gary Conkling to learn about CFM’s panel research capabilities on April 7 at CFM’s seminar, “The Brave New World of Panel Research: Making Consumers Part of the Decision-Making Team.”

“Strong attendance underscores what we have heard from clients: Decision-makers want to improve understanding about what their customers and key stakeholders are thinking. Panel research will help bridge the gap between what decision-makers want to know and need to know,” says Eiland.

Eiland explained the methodology, uses and advantages of panel research, including how the technique invites customers to the planning room for marketing and communications.

Panel research is an online information-gathering technique that produces rich data about consumer or stakeholder attitudes several times a year. Information may be collected from the same volunteer panel participants. To create a panel, CFM recruits participants from an organization’s customer, e-newsletter and other internal lists. After screening, the panel is asked to respond to online surveys and join in online focus groups.

Attendees learned how an organization uses panel research to make faster decisions, develop intense customer and stakeholder relationships, and get deeper and richer responses through online surveys and focus groups.

“It seems to me that this form of panel research will provide a broader platform for our customers to become involved with us. For those who want the opportunity to influence decisions and share their opinions, and these are often the folks who provide their emails, this is an exciting avenue – above and beyond traditional research – to connect,” says Sarah Lott of Providence Health & Services, who attended the event.

CFM’s research practice provides public opinion and market research through quantitative and qualitative methods including online research panels, telephone and Internet surveys, one-on-one interviews, live focus groups and online focus groups.

To learn more about panel research or any of CFM’s research services, please contact Tom Eiland by email or at (503) 294-9120.