2. COMMUNITY PANELS & COMMUNITIES
• Over 500 Community Panels on our Sparq Platform
SIZE
Qual community of < 100
Quant panels of 100K +
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3. COMMUNITY PANELS & COMMUNITIES
• Over 500 Community Panels on our Sparq Platform
B2B
PROFILE
Specialty
B2C
Youth
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4. COMMUNITY PANELS & COMMUNITIES
• Over 500 Community Panels on our Sparq Platform
GEOGRAPHY
Local
Global
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5. COMMUNITY PANELS & COMMUNITIES
• Over 500 Community Panels on our Sparq Platform
BRANDED
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6. COMMUNITY PANELS & COMMUNITIES
• Over 500 Community Panels on our Sparq Platform
Product testing Relationship building /
advocacy
PURPOSE Tracking
Market / Competitor
Intelligence
Segmentation Ad Testing
CSAT
PR Loyalty Concept Testing
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7. COMMUNITY PANELS & COMMUNITIES
• What does this mean for recruitment?
1. Specs can be quite tightly defined / narrow
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8. COMMUNITY PANELS & COMMUNITIES
• What does this mean for recruitment?
1. Specs can be quite tightly defined / narrow
2. Prospective panel members may have an existing affinity to the brand,
theme or category
3. Need to be ‘resourceful’ when it comes to recruitment channels and
sources.
customer databases, till receipts, in-store promotions, billing
statements, classified ad, print ads, radio ads, tv ads, client
online / offline media properties, eDM, online ads, search, social
media
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9. UNCONVENTIONAL RECRUITMENT
• What is recruitment?
– REACH :: the right people
– CAPTURE :: catch their eye, engender
curiosity
– PERSUADE :: provide sufficient reasons for
individual to complete the actions required to
sign up.
MOTIVATION
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10. UNCONVENTIONAL RECRUITMENT
• How do we create this motivation?
“Take part in surveys and win $$!”
(Conventional recruitment)
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11. UNCONVENTIONAL RECRUITMENT
• How do we create this motivation?
1. Relevant
Creative
2. Targeted
Copy / Messaging
3. Sense of purpose
Incentive / Benefits
4. Self-interest
Follow through
5. Engaging
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18. CREATIVE PROCESS
Step 1 :: Creative Brief
Define objectives , undertake
background research & refine
target audience
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19. CREATIVE PROCESS
Step 1 :: Creative Brief
Define objectives , undertake
background research & refine
target audience
Step 2 :: Ideation
Focus groups & Brain-storming
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20. CREATIVE PROCESS
Step 1 :: Creative Brief
Define objectives , undertake
background research & refine
target audience
Step 2 :: Ideation
Focus groups & Brain-storming
Step 3 :: Creative Development
Iterative process with multiple
opportunities for feedback &
refinement
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21. UNCONVENTIONAL RECRUITMENT
• Follow-through
– The Profiling Questionnaire is a key part of the ‘sales process’
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22. UNCONVENTIONAL RECRUITMENT
• Follow-through
– The Profiling Questionnaire is a key part of the ‘sales process’
– Engage early and often
• Welcome email
• Activation Study
• Plan of engagement
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23. THE PROS
• Avoids the use of generic Not just narrow range of
messaging ‘get paid for taking people who are panel-savvy,
surveys’, ‘share your opinions more financially motivated
on a variety of topics’ and more liable to cheat
• Those who are genuinely
Engaged and responsive
interested in the subject are
(Ave. RR across panels 41%)
more likely to join
More likely to stick (especially
• Appreciate the relevancy to if this continues with ongoing
their lives and interests feedback)
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24. THE CONS
• Living up to the expectations you set!
– Survey content needs to be relevant, topical, interesting.
– If you sell them on the chance to participate, don’t disappoint (e.g. too few
surveys, repeatedly disqualifying, poor survey quality).
– Continually closing the loop through feedback which demonstrates that their
input is valued.
– If your recruit creative is visually appealing – surveys should also be visually
stimulating.
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25. DRIVERS OF PANELIST SATISFACTION
• Relative importance of factors in impacting overall satisfaction:-
Quality of surveys
Input is valued
Survey topics
Incentives
Newsletters
Look and feel
Length of survey
Frequency
Time to respond
0% 2% 4% 6% 8% 10% 12% 14% 16%
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