ORIGIN: THE OWNER PANEL

The online proprietary panel was born in France just 15 years ago with the main objective of collecting customer data for statistical analysis. It spread quickly, especially in the media however despite its success, it has evolved methodically over the years.

Online recruitment promotes an important qualification of profiles and studies conducted to assist in a quick decision-making process but this decrease in communication between the brand and the customer no longer meets the current use of the web and the need for exchange between customers.

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ORIGIN: THE OWNER PANEL

COMMUNITY PANEL

The proprietary panel evolved into a community panel (also called 2.0) that is no longer limited to the analysis of answers to questions asked by the brand. This new form of community is user-friendly and opens a dialogue between the brand and consumers.

The panelists can now freely exchange with each other, give their opinion simply without answering a questionnaire and communicate directly with the brand when they wish. The speeches are more varied and richer but also more complicated to animate and analyze.

CHALLENGES :
SPONTANEITY AND REACTIVITY

The challenge is no longer the traditional statistical measure, but the direct and almost instantaneous written exchange to create a link between the customer and the brand. The panelist becomes a privileged partner and replaces the average client therefore it has a more direct influence on the brand. Co-creation is the new master word.

Brand side, the device is heavier to manage. It is no longer sufficient to develop and submit questionnaires on time to statistically process these responses.
The community nature of the panel where interventions are free and spontaneous requires a commitment from the brand to moderate. This role is strategic, it is necessary to intervene at the same time on the animation of the community and to manage the dissatisfactions expressed in the comments as soon as possible / as efficient and timous as possible.

Permanent listening and responsiveness are the keys to a successful community panel.

By switching from a traditional online panel to a community panel, the brand receives more varied insights that are more difficult to analyse and exposes itself more to criticism but also enters into a one-to-one relationship with its client.

THE COMMUNITY PANEL
IN 6 POINTS

1 Retains the spirit of a panel with a recruitment of highly qualified members

2 Proposes questionnaires to panelists just like the proprietary panel

3 Panellists can express themselves in dedicated discussion forums: forums, co-creation subgroups, ideas or concepts notations …

4 Requires moderation of contributions, debate animation and event creation: chat, contests, quick votes …

5 Facilitates the loyalty of panelists by the multiplicity of exchanges

6 Vehicle a dynamic image of the brand that combines the use of social networks with the customer listening process

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