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Panel+ Case Study : Women’s Voice Online

Just over 8 months ago, Vision Critical was approached by Feldman Research Lab (one of Vision Critical's strategic partners) to build a panel of English-speaking Canadian women aged 18 to 54 years of age, for Corus Entertainment's specialty channel the W Network.

The use of a custom online panel for a traditional media property may seem like an unusual application, but in today's environment where greater than 70% of the Canadian population have Internet access, the benefits associated with building an online panel heavily outweighed the caveats. The cost effectiveness, speed of accessing information, continual learning associated with launching short frequent surveys over time, and ability to use visual stimuli all contributed to the business decision to adopt a custom panel for the W Network.

The first decision to be made was to decide upon the target audience. Women, aged 18-54 years of age, were chosen to represent the TV viewing audience of the specialty channel reported by Nielsen audience measurement data. Based on the research requirements of Corus Entertainment, it was determined that approximately 2,000 respondents would be necessary in the panel. With the assistance of Vision Critical?s panel consulting and implementation team, respondents were recruited from a variety of double opt-in email lists over a five week period.

Once the panel was built, Feldman Research Lab wasted no time and quickly launched several surveys to the women in the panel on topics ranging from TV viewing patterns, lifestyle issues, and product purchasing habits. With an average response rate in the 60% range, everyone involved in the panel was extremely pleased with the speed of response and sample size. Not only were response rates high, but respondents often commented on how interesting the surveys have been.

It is important to remember that such high response rates are not always possible in custom online panels, and are the result of a good recruitment strategy, well-designed surveys, and frequent contact with panelists. Some of the comments we've received from panelists are included below.

Also, see what Feldman Research had to say about Women's Voice in their newsletter by clicking here.

Hello from Cape Breton Island (Nova Scotia)!

I also answer online surveys for three other consultants, but my favorite is by far, Women's Voice. Your surveys are interesting, have easy to understand wording for the most part and are not too cerebral. Other surveys I've participated in require a contract lawyer just to figure out what the heck is being asked!

I look forward to participating in future surveys online.

Very sincerely,
SK


Thanks for sending such an informative and funny email for February, sounds like we've been reporting to quite the zany and fun loving crew. Kudos and keep up the good work!

KL
Your pal in surveyland.


Just finished the shopping survey, unfortunately no option for 'I hate grocery shopping.' (I'll bet you would get a HUGE response to that option!)

I enjoy the newsletters and I do the surveys because I said I would. As a rule, I'm not a big fan of them, but I do find them interesting. I would like to see the results from the shopping survey.

Thanks much,
SMT


I'm glad to have a survey site that deals strictly with women's issues. I really enjoy filling out your surveys and the best thing is it makes you stop and really think about some of the things that are asked.

Thanks again,
JM
Eckville, AB

Posted on February 28, 2005
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