The State of Panels: Buyer Beware
Buyer beware: Proceed with caution and clarity
Ed Morawski, President and COO of the Angus Reid Group, unpacks common misconceptions about online panels. A promising technological advancement for the market research industry, online panels have become ubiquitous… and yet many are poorly maintained, lacking engagement, and delivering data of dubious quality as a result.
Online panels are still an incredibly powerful research tool, primed to answer questions and provide insightful data at scale so long as they are managed effectively, with engagement, robust profiling, and mutual respect.