Panel research and engagement go together. You can gain feedback, share information and reap the benefits of extended conversations.
There really isn't any other formal research technique that can deliver that full set of benefits.
The research technique used always should match the objective of the research. Panel research works best under these conditions:
• You want a large, representative sample of opinion from — for example — your customer database or registered voters.
• You want the ability to segment your sample for follow-up research based on answers they give, not random selection.
• You want to engage people in an extended dialogue, with repeat conversations about multiple products or in-depth discussion of an evolving piece of legislation.
Web-based panel research offers other virtues, such as the ability of respondents to answer survey questions at their leisure, not when someone calls them on the phone, or to participate in an online focus group instead of trooping to a hotel room equipped with a camera and cold sandwiches.