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Online Panels Index Reveals Vision Critical is Leader in Marketplace

Vision Critical stands out in the report on Inside Research’s U.S. Proprietary Panel Index. Showing a total of 531 proprietary panels in year ending June 2007, Vision Critical had 32% of the total with 170 panels.

A proprietary panel is a group of customers (and potential customers) who participate in research so that companies can gain the insights of their consumers and make informed business decisions. The popularity of proprietary panels has grown immensely in the last few years.Up 26% this year, from 420 panels in 2006, the forecast for 2008 is to reach over 700 panels. Not only have the number of panels grown, but so has the size of panels. In 2005, 82% of the panels had over 300 members which increased to 92% in 2006. Almost 60% of the panels have 1000 or more members.

In 2007, there were 163 community panels (three-way conversations) and 369 non-community panels (two-way communications). The forecast for 2008 is to grow to 274 community panels with 452 non-community panels. The value per community panel continues to grow rapidly from $133,000 in 2007 to $168,000 in 2008.

The index includes input from 12 firms: Burke Inc., CommuniquAc Partners, Communispace Corp., GfK NOP, Global Market Insite, Harris Interactive Inc., InsightExpress, Ipsos North America, Socratic Technologies, Synovate, Taylor Nelsen Sofres, and Vision Critical.

Vision Critical is working with hundreds of leading brands to create their own customer advisory panel and help them conduct quantitative and qualitative research. If you are interested in learning how to create a customer advisory panel, contact Julie Romas (e: julie.romas@visioncritical.com/ p: 604.647.3557) to learn more.

Posted on August 13, 2007
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